When writing web content, you don’t want to approach it like a pushy salesperson. Kick cheesy and cliche sales jargon to the curb. By injecting personality, an appropriate tone and brand personality into your content, the user can get drawn in without them even giving it a second thought. Before you know it - they’re dying to know more. Don’t put ‘selling’ at the forefront of your mind when planning web content; put the user.