We've all seen late-night infomercials selling gadgets with breathless testimonials, outlandish claims and lots of razzle-dazzle. And while their jivey approach can be effective—particularly for gimmicky products—Simon Glickman and Julia Rubiner of Editorial Emergency argue that the hype is short-lived, and a lousy way to build a brand.

Here are a few telltale signs your copy might be jive talkin':

Exclamation points. Glickman and Rubiner believe these are almost always unnecessary. Use them judiciously—if at all—and only when a statement truly merits the added excitement.

Numbers. Headlines like "10 Powerful Secrets for [Fill in the Blank]" will undoubtedly pique a potential customer's interest; but they also sound like copy that will lead to an impulse buy, not a long-term business relationship.

Hyperbolic claims. Does an image-conscious company really offer something extra for acting now, or suggest that the big secret will be revealed for the low, low price of $199.99?

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