Whatever product you are promoting, using certain words and phrases will make your copy more effective, and result in a higher rate of conversions.
The key is to use powerful, high impact language that will inspire your readers and motivate them to buy your product.
Grab your reader with your passion for your product and subject matter. Use strong positive words. You can use negative words, but only if you are describing the problem your product will solve and not your actual product.
Example:
Saying that your product will solve a complicated problem is fine. Saying that your product is not complicated to use is not great as it associates the word complicated with what you are trying to sell.
Some powerful, high impact words and phrases are:
- Dynamic
- Exclusive
- 100% guaranteed
- Succeed
- Proven
- Award winning
- Instant
- Opportunity
- Lifetime income
Some of the indecisive words to leave out of your copy are:
- Maybe
- Possibly
- Should
- Could
- Sort of
- But
- Can
Should successful copy focus on You or I?
The advantage of using the word ‘I’ in your copy is that you create a sense of personal relationship between yourself and your audience.
It gives the impression that you are offering personal information about yourself. This will make your readers trust you, which in turn makes them more likely to buy from you.
On the other hand, many copywriters believe that the audience is only interested in what the product can do for them and that they don’t care too much about the writer.
In this case using the word ‘You’ is better as it engages the reader and makes them feel that you are directing your letter directly to them.
Which is right? Both.
It is entirely possible to use both “I” and “You” in the same piece of copy successfully.
There is a lot of great copy out there that uses ‘I’ successfully, but I would suggest you write ‘You’ as many times as you do ‘I’ to avoid losing the interest of your readers.
Keep it simple
We know that high impact, positive, motivating words and phrases help to increase your sales conversions, and that balanced use of You and I can give your writing that personal feel.
A final point to bear in mind, when choosing your writing style, is to keep the words simple.
If your customer do not understand what you are saying, or have to read your copy twice to know what it means, you will already have lost a sale.
Eliminate jargon and keep the technical speak to a bare minimum – even if you’re writing for rocket scientists. A good rule of thumb is to write for someone with an 8th grade reading level.
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