Sometimes it’s a good thing not to believe the hype in headlines and web copy because often they’re full of false promises, exaggerated claims of riches and way too many emotionally charged benefits to count. (I say sometimes because hype in the right places can actually help, but you need to know how to use it).
It’s when you go overboard that the picture changes.
Terry Dean (a great copywriter and and internet marketer of the highest order) wrote this brilliant post on his blog today you really MUST read if you write your own web copy.
He’s got 3 precautions you need to pay close attention to because they lead to a lasting cure 
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