When it comes to your ad, certain words will deliver more sales than others. For example…
I need money! Please click here…
$50 off the price! Please click here…
You save a whopping $50 – today only. But please hurry, you must click here now!
As you can see, each of the above sentences injects a little extra excitement than the one preceding it. The words and phrases you use in your ad matter. These seven words can help you liven up even the dullest of products.
Is your product new to market? Does it offer something nobody else is currently able to offer? Then you can use this word without leaving a bad taste in the mouth of your reader.
But be warned, you should not use revolutionary to describe something hum-drum. There is no such thing as a revolutionary paper-clip. And if even you actually have such a thing, nobody will believe you.
In other words, don’t confuse revolutionary with new. Do you have breakthrough pricing? Then use the word breakthrough. Is your product new to market, but otherwise unremarkable? Then use the word new.
The word secret speaks to us on a primitive level. We all love secrets, as long as we’re the ones in the know.
You can benefit from the excitement implied by the word secret, when you invoke it in your ad. Naturally, you should only do so if you can credibly claim to know something others don’t. Your use of this word must imply special knowledge that you have, or that has come into your possession.
In other words, tell a story that lends credibility to your use of the word. Don’t make the mistake of disabling the power of this word by cheapening it. For example, the ‘best-known secrets’ doesn’t work because anything that’s ‘best-known’ can’t be a secret!
It makes the world go round. It’s filthy (as in filthy lucre). And the love of it is said to be the root of all evil.
Despite all this bad press, money is something we’re all attracted to. The mere thought of it can set our heart racing. You can borrow this excitement, and inject in your ad when you talk about money.
But here’s the rub. Money is only exciting when you tell the reader how much of it he or she is going to get. It has the exact opposite effect when you start talking about how much of it the reader is going to have to pay.
In other words, when it comes to money you need to focus on what the reader gets.
This fantastic word magnifies the thing you’re describing. Assuming that’s of benefit to the reader, it can be substituted for more mundane words like big or large.
Another corker of a word you can try is humongous.
We all love to get something extra. This word tells the reader they’re getting something for nothing. It’s a great way to imply that your offer is a bargain, without actually saying so.
This works better than saying so, because the reader comes to his/her own conclusion. In other words, he/she doesn’t have to take your word for it. The end result? Your ad is more believable.
When you want to turn up the urgency, and give your client the impression that your offer will expire if he/she doesn’t act immediately, tell him/her to hurry.
And by tell, I mean order. For example…
But you must hurry, because this offer expires tomorrow. Quick, click here now!
The entire point of these two sentences, is to introduce a little panic to your prospect’s world. If you don’t, he/she will lumber along in his/her usual dream-like state while you continue to scratch around trying to come up with next week’s rent.
In advertising, urgency pays the bills.
No, not certifiable! Certified.
It’s one of those dependable words that reek of stability. It’s a word that helps by eliminating doubt.
The word implies that some independent body has tested your product, and given it’s stamp of approval. Here’s an example…
Our certified professionals will help you to…
This one little word immediately raises the credibility of the sentence. The implication is that ‘our professionals’ are able to help you, because they’re ‘certified’. And by implication, they’re also better than some other company’s ‘professionals’.
Certified by whom? It may occur to an especially skeptical people to ask. Most people won’t.
Naturally, if you can provide details about the certification process your people/product goes through, it will lends even more credibility to your ad.
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