We live in a world of cynicism and skeptics. Just about any claim can quickly earn a raised eyebrow or wary glance. Worst of all, we’ve done it to ourselves. We’ve overhyped every element of life to the point that consumers just don’t buy it.

Unless it’s real.

I wholeheartedly believe that our prospective customers and clients can detect genuine passion. Genuine enthusiasm. A genuine desire to help or serve.

So as marketers, how do we convey that sincerity? We start by making sure we have it. If you don’t honestly believe in your product or service, it’s time to do something different. I know that sounds extreme, but today’s consumers are extreme. Their expectations are higher and more demanding. And they’re far less forgiving. Gone is the era when smoke and mirrors could win the day.

So assuming you feel it, how do you make sure your audience recognizes it? Lose the hype. Let your copy and visuals simply communicate your message. Avoid words that smack of exaggeration, like “world’s best” or “unbelievable.” Watch your punctuation, too. Three exclamation points in a row is two too many!!! Ending every sentence with one doesn’t work either. Don’t overpromise. If it isn’t really a miracle or a wonder, don’t say that it is.

This looks easier than it is. We all want to portray our wares in the most flattering light. It’s human nature. And there’s nothing wrong with that. Just don’t overdo. As you edit, really scrutinize the language you’ve selected. Is it honest? Does it sound like you are hard-selling? If someone used the same copy for a different product, would you be skeptical?

If you can’t fool yourself, don’t think you can fool your audience!!!

Drew McLellan is Top Dog at McLellan Marketing Group and the author of “99.3 Random Acts of Marketing.” He can be reached at Drew@MclellanMarketing.com.