Unlock Success

Just how do you catapult your business into orbit and scale the dizzy heights of top profits? Well, it’s easier than you might think. And the place to start is with your word choices. Knowing what the best 15 words to use in sales copy are, can unlock copywriting success.

Words are alive. Like fire, they have an intense power of their own. Whether you call them power words, buzz words or grabbers, they all do the same thing: attract attention. And in sales copy, attention-grabbing, persuasive phrases, do all the work for you. They sell.

Some words are universal. Whatever language, they are so powerful that you don’t even need to explain why they matter. The same applies to sales copy. All too often though, many businesses fall into the trap of writing about themselves and forgetting the audience. For copy to get results, it has to appeal to people. Incorporating heavyweight words which pack a punch, is the key to effective sales copy.

15 killer words to trigger prospects to act

1. Free

People love something that’s free. It offers value, the all-important ‘feel good’ factor and is an opportunity for a prospect to try something without commitment. And if you say what the ‘freebie’ is worth, you create concrete value too. It’s a win-win word. Try it.

2. Easy

The power of this short, simple word cannot be underestimated. As soon as you promise to make life easier for someone, they’ll be more interested in what you have to offer. Simple psychology … that works.

3. Now

Capture a sense of urgency in your sales copy by using the word ‘now.’ Call now, to snap up this one-time only offer… It can also be used to convert a problem into a solution. Can’t get hold of a plumber when you urgently need one? Now you can, with …

4. You

Prospects always what to know what’s in it for them. They actually don’t care about you very much at all. When you write five times as many ‘you’ and ‘yours’ in your sales copy, copy will be focused on the clients’ needs. Talk to customers. Make them feel special. If your copy is littered with ‘we’ statements, change them around so they focus on benefits to the customer.

5. Save

People love a bargain. They also lead busy, stressful lives. This magical word reminds prospects that your service saves time, money and trouble. It’s a powerful psychological trigger…

6. Guaranteed

People naturally desire certainty. They would rather say no to something, than take a risk. As soon as you offer a guarantee, that risk is eliminated.

7. Proven

To allay buyers’ fears, the word proven gives concrete evidence – proof – that your product/service works. Use statistics and testimonials as a comfort blanket, to reassure customers.

8. Results

How do you create a sense of credibility and reliability? You show results. This can be in the form of a testimonial or research. Either way, if you can prove your service makes a difference, a prospect is more likely to buy.

9. Please

In this often inhumane, cut-throat world we live in, there is still room for manners. They go a long way! Polite language makes you approachable, friendly and real. ‘Thank you’ follows the same principle.

10. Quick

People are impatient. They want something now, rather than waiting forever for it. Put a time limit on what you are selling or stress how ‘quickly’ they will benefit, and customers will snap up the offer. It’s so quick to install, you’ll be…

11. Exclusive

People like the idea of being the first to try something or to have something that no one else has. ‘Exclusive’ also taps into a buyer’s need to be better than other people. It does have snob-factor. But then, people do love to be different. An exclusive offer is an irresistible one to many.

12. Benefit

Another feel-good factor word to add to your sales copy collection. It suggests your products will help the customer in some way. It’s a boost …  a perk … a bonus. As son as you promise to improve someone’s life or experience in some way, you’re onto a winner.

13. Secret

People are curious by nature. They want access to insider information. Offer them the ’secret’ to something and they will not be able to resist.  Phrases like ’sneak preview’ have the same effect.

14. Eliminate

Be the solution to a problem. Whether your product eliminates stress, dandruff or dog fleas, when you offer to get rid of something forever, the customer will jump at the chance. Just make sure your product does what it says on the tin.

15. New

People love new things, the latest gadget and up-to-the-minute technology. Current, fashionable ideas or ways of doing things suggests to a customer that they’ll be ahead of the game. If your product is brand-new or hot off the press, it’s guaranteed to attract customers.

And finally…

Selling is about understanding the customer … empathising with concerns and solving their problems. It’s an emotional transaction…

Weave these power words in to your copy and you’ll spur prospects into action. Once you’ve convinced them they need your service, you’ve cracked it!

Do have any words or phrases which work for you? Be great to hear them.

What's your elevator pitch?

When you meet new people at a networking event, the question, ‘What do you do?’ inevitably arises. How do you handle it? Stumble out a few well-worn phrases that you’ve heard others using? Ferret around in your handbag or briefcase for a set of dog-eared cue cards?

This moment is a golden opportunity – a defining moment in your new networking relationship. Depending on how you project yourself, you will either build interest in your audience or switch them off.

Don’t be fooled: first impressions really do count. And if you are new to networking, it can seem quite daunting to speak about your business in a room full of seasoned entrepreneurs. Where do you start? Just how do you stand out from the crowd? Read the rest of this entry »

It's a Wonderful Life

‘It’s a Wonderful Life,’ I’m not ashamed to admit, is one of my favourite films of all time. This timeless classic follows the life of George Bailey, a frustrated businessman who contemplates suicide believing he’d be worth more dead than alive.

James Stewart’s poignant portrayal of Bailey captures universal questions that we all ask ourselves at some point: What do I mean to others? And, what difference do I make?

For George Bailey, he learns his true value after a series of flashbacks giving him a glimpse into how life would have been if he’d never been born. He realises what a role model he is, how he touches others’ lives and what a remarkable difference he makes to his community.

In running your own business or leading a busy life juggling several responsibilities, you never really stop to think about the impact you make. You should… Read the rest of this entry »

If you’ve ever laughed your way through the incomparable ‘Monty Python’s Life of Brian,’ you’ll recognise Eric Idle’s song asking us to ‘Always look on the bright side of life.’  No doubt you’ll be whistling along to it too, now I’ve reminded you…

How does this relate to sales copy? In a previous blog post on psychology, I explained the importance of psychology in the buying process. Understanding your audience, as well as tapping into their desires, is the first step to writing effective copy.

The second step involves using positive affirmations to make customers feel happy and secure with the product you are selling. In short, confident, cheerful copy outsells negative sales writing. More of this later … as I want to explore positive thinking.

Read the rest of this entry »

Fresh Eyes

If the proofreading fairy hasn’t visited your office lately, you might be blissfully unaware of grammar gremlins or spelling slip-ups in your sales writing.  Not only do you risk confusing your audience … but you also risk your business reputation.

In short, poor grammar or spelling errors portray an unprofessional image. To avoid unnecessary copy blunders, open your eyes to the following.

Read the rest of this entry »