Words are cheap, but your words don’t need to be. The average consumer is exposed to 5,000 ads a day, or over 5 ads per minute awake. When you start writing copy for your website, company, or literature, you need to make sure you’re using the best words for your purposes. All words are not created equal, and a well written article is a treasure. Your words are not just marks on paper, they’re a piece of who you are. In order to write killer copy for your website, you need to understand why your words matter, how to persuade without patronizing, and how to create the best scenario to land a conversion.
Your Words Matter:
There are two ways that your words matter. The first is that your words create an environment. A great article creates an environment that doesn’t give the reader reason to reconsider. It’s not that they are unable to, but that there is no need, everything is as it should be. In this environment, you are in charge, and your potential client can choose to enter this place or not. Your words create an entrance for your client to see and understand what you see and understand. In this setting you can demonstrate a problem, and your method of fixing it. You can show the client how your service can improve their home, business, or lives in general. You are the master of this environment. The only problem is that this construct is a fragile one. Especially in our mass interconnected world, it is very easy for a potential client to leave the environment you have constructed. As soon as the smallest discomfort enters the environment that you didn’t allow in, the potential client can leave as easily as they entered.
If you wouldn’t say it on a date, don’t say it to a customer:
Keeping negative influences out of your sales environment is key to keeping potential customers happy. When demonstrating why your product or service is useful, avoid negative words and passive voices. A negative word such as “Don’t” “never’ and “Shouldn’t” inspire hints of negativity. These hints can build up subconsciously, eventually creating unease in the client. Another thing to avoid is the passive voice. “The passive voice is read with great difficulty,” is an of an informative example. The passive voice is difficult to read, and brings the reader one step closer to stepping out. A good rule of thumb is this: If you wouldn’t say it on a first date, don’t say it to a client, or in an article. It’s not a formula, it is an art, and creating the best environment starts with the thought.
Creating the best image:
You want to create an environment that persuades without pushing. Your client made the choice to come in to this discussion, they are smart enough to make their own decisions. In your environment, you should make the problem you’re trying to solve as obvious as possible, but don’t push. Your potential client probably already knows there is a problem, and is looking for an answer. Demonstrate how you can help the situation, but don’t overpower them. When in doubt, remember: if you wouldn’t say it to a date, don’t say it to the potential client.
If you’re not sure where to begin:
- Vary your word choice: People get bored easily, and if they see the same words repeatedly, you will lose them.
- Hyperbole isn’t terrible, but it isn’t bad. If you’re going to exaggerate, exaggerate in comparison. Speaking of your service as the best in the world won’t cause problems. Speaking of your product as the cure for all sickness… probably will.
- Don’t forget about facts: People like concrete things that they can hold on to. A handful of facts about your product will stick like superglue in the minds of your clients.
- Don’t forget about the emotional connection: Attaching a connection to your product will put you head and shoulders above your competition. To ensure success, make sure it is a positive emotion, no one wants to buy a product that makes them sad.
The Final Word:
Your business is a new world, and you are in charge of every part of it. Your words have a power here to create, or to destroy. In a world where words are a dime a dozen, your job is to make sure that each word is worth its weight in gold.
About the Author: When he’s not writing about writing, he’s writing about history. Check out his blog here if you’re curious about English, ESL teaching, history, or linguistics.