Dan Santow blogs about grammar and style. I am a regular reader of the blog and find his tips and hints very helpful. And I felt that this week’s, his post is useful for all GMT users.

Dan’s post titled, Don’t Believe It is about how “overplaying your hand as a communicator is sure to backfire.” What this means is that people try to over sell their products to increase sales and that buyers can see right through this marketing tactic. Therefore you should avoid it.

Here’s an example to clarify. We all think water quality is important but trying to get someone to donate to the cause by saying that it’s the most important $25 dollars you will ever invest in your future or your children’s future is just not true. And everyone that sees this ad will know that. Putting the superlative in begs the reader to prove that statement false. The reader may think that a lucky stock pick was the best investment in their future or that buying a low emissions car was.

It’s true that water quality is important, an investment in the future and that by donating to your nonprofit the donor is helping the cause. So sell that information for what it is. Those are all compelling arguments for supporting your cause.

You work for a nonprofit and are probably passionate about the topic addressed by your nonprofit. Therefore you must know the value of fixing whatever issue your nonprofit works on. Tell people what motivates you! And why does this issue matters. It is probably not the most important issue to anyone in the world all the time, but that doesn’t make it unsellable.

Sell your product- just don’t over sell it.