Really bad thread title I know but I was having this conversation with a friend of mine (who's in a fantastic band himself) last week.

Given that

a) every new band, and everyone writing a new band, tends to use every superlative going to describe how brilliant they are, how unique they are, how exciting they are, how tuneful they are, how charismaic they are etc.

b) Most bands are none of these things

c) Most (sensible) are thus very skeptical of any descriptions of new bands

How, if it is all possible, can you possibly describe a new band you're excited about in a way that makes people believe they're good and actually want to go and see them?

I get this problem constatly, both when writing bios/press releases etc. for Paul Hawkins & Thee Awkward Silences and when writing press releases for gigs I'm putting on.

So in a world where everything's oversold, how do you/can you sell something effectively?