Anyone here do copywriting? I'm curious as to how you find a balance between selling the service and making them sound a little unrealistic-over the top?

Also, do you ever include customer testimonials in your write ups?

We use testimonials both on our site and on printed material. It does give people a sence of realness or security (even though MANY small companies fake this part). I've got a few people that I deal with for copywriting services. Everything from taking existing content and reworking it for web versus print, or people who can work from a clean slate with limited ideas.

If interested, please PM me and I'll get you some links. They are paid services, and not cheap, but depending on your margin of return, well worth the investment.

Certainly there's a balance between selling and going over the top. Of course, much of this is perception on the part of the prospect. A good rule of thumb is to have a third party review your copy, then measure the results. If it's not working, change it. A great marketing piece might work today, but not tomorrow if market focus shifts.