Words That Sell, Revised and Expanded Edition

1. Craft Attention-Grabbing Openings to Hook Your Audience

"You are cordially invited …"

Grab attention immediately. The first few words of your copy are crucial for capturing your audience's interest. Use intriguing questions, bold statements, or tantalizing teasers to pique curiosity and compel readers to continue. Some effective techniques include:

• Opening with a provocative question: "Are you tired of empty promises from...?"
• Making a bold claim: "Introducing the _____ that practically runs itself."
• Offering an exclusive invitation: "You've been selected to..."
• Promising a solution to a common problem: "Say goodbye to..."

Remember, your opening should be relevant to your offer and resonate with your target audience's desires or pain points. A strong hook sets the tone for the rest of your copy and increases the chances of engagement.

2. Highlight Product Benefits to Create Desire

"You'll wonder how you ever got along without it."

Focus on customer outcomes. While it's important to describe your product's features, it's the benefits that truly sell. Translate features into tangible advantages that improve your customers' lives. Some ways to emphasize benefits include:

• Use vivid language to paint a picture of life with your product
• Employ "before and after" scenarios to showcase transformation
• Highlight time-saving, money-saving, or life-enhancing aspects
• Address specific pain points and how your product solves them

For example, instead of just listing "24/7 customer support" as a feature, emphasize the benefit: "Peace of mind knowing expert help is always available, day or night." By focusing on benefits, you create an emotional connection and make your offer more compelling and relevant to your audience.

3. Use Persuasive Language to Overcome Objections

"You have so much to gain and absolutely nothing to lose."

Address concerns proactively. Anticipate potential objections and address them head-on in your copy. Use persuasive language and logical arguments to alleviate doubts and build confidence in your offer. Some effective techniques include:

• Offer risk-free trials or money-back guarantees
• Provide social proof through testimonials and case studies
• Compare your offer favorably to alternatives
• Use words like "proven," "guaranteed," and "risk-free"

Bullet points can effectively summarize key selling points:

• "30-day no-risk trial"
• "Join thousands of satisfied customers"
• "Backed by our 100% satisfaction guarantee"

By preemptively addressing objections, you remove barriers to purchase and increase the likelihood of conversion.

4. Create a Sense of Urgency to Drive Action

"Don't miss this unusual opportunity."

Motivate immediate response. Humans are prone to procrastination, so creating a sense of urgency can be a powerful motivator for action. Use time-limited offers, scarcity, or exclusive opportunities to encourage quick decisions. Some effective urgency-creating phrases include:

• "Limited time offer"
• "Only X spots remaining"
• "Offer expires at midnight"
• "Act now before it's too late"

Be careful not to overuse urgency tactics, as this can diminish their effectiveness and potentially damage credibility. Instead, create genuine reasons for timely action, such as truly limited inventory or time-sensitive bonuses.

5. Leverage Social Proof and Authority to Build Trust

"Over _____ million satisfied customers depend on _____."

Showcase credibility and popularity. People tend to follow the crowd and trust authority figures. Incorporate social proof and expert endorsements to build confidence in your offer. Effective forms of social proof include:

• Customer testimonials and success stories
• Industry awards and certifications
• Media mentions and press coverage
• Endorsements from respected experts or celebrities
• Usage statistics (e.g., "Trusted by over 1 million customers")

When using social proof, be specific and authentic. Real names, photos, and detailed accounts are more persuasive than vague or anonymous claims. Combine different types of social proof to create a compelling case for your product or service's credibility and effectiveness.

6. Offer Strong Guarantees to Reduce Perceived Risk

"If you're not 100% satisfied, just return your order within _____ days and owe nothing."

Build confidence through assurances. A strong guarantee can significantly reduce the perceived risk of making a purchase, especially for new or expensive products. Clear, customer-friendly guarantees demonstrate confidence in your offer and make it easier for potential buyers to say "yes." Effective guarantee elements include:

• Specific timeframes (e.g., "30-day money-back guarantee")
• Unconditional terms (e.g., "No questions asked")
• Full refunds or exchanges
• Extended warranties for durable goods

Highlight your guarantee prominently in your copy and explain it clearly to maximize its impact. A well-crafted guarantee can be a powerful differentiator and closing tool.

7. Close with a Clear and Compelling Call-to-Action

"To take advantage of this remarkable opportunity, simply fill out and return the enclosed card."

Guide the next step. Every piece of marketing copy should have a clear purpose and desired action. Make it easy for your audience to respond by providing a specific, actionable call-to-action (CTA). Effective CTAs are:

• Clear and direct (e.g., "Order now" or "Start your free trial")
• Prominently displayed and easy to find
• Repeated throughout longer copy
• Accompanied by simple instructions (e.g., "Call 1-800-555-1234")

Use action-oriented language and create a sense of immediacy in your CTA. Consider offering multiple response options (phone, web, mail) to accommodate different preferences. A strong CTA is the bridge between interest and action, so make it as frictionless as possible.

8. Tailor Your Message to Your Target Audience

"As a _____, you know how important it is to …"

Speak directly to your ideal customer. Effective copy resonates with its intended audience by addressing their specific needs, desires, and pain points. Research your target market thoroughly and craft your message to speak their language. Consider:

• Demographics (age, gender, income, education)
• Psychographics (values, interests, lifestyle)
• Industry-specific concerns and terminology

Use this knowledge to:

• Choose appropriate tone and vocabulary
• Address specific pain points and desires
• Highlight most relevant benefits
• Select compelling examples and analogies

By tailoring your message, you create a stronger connection with your audience and increase the relevance and persuasiveness of your copy.

9. Use Vivid, Sensory Language to Bring Your Offer to Life

"… like floating on a puffy cloud"

Paint a vivid picture. Engage your reader's imagination by using descriptive, sensory-rich language. This helps create a more immersive and memorable experience, making your offer more tangible and appealing. Techniques for vivid writing include:

• Employing all five senses in descriptions
• Using specific, concrete details rather than vague generalities
• Incorporating metaphors and analogies
• Choosing active, evocative verbs

For example, instead of "comfortable chair," you might write "sink into plush, cloud-soft cushions that cradle you in luxurious comfort." By engaging the senses and imagination, you create a more emotionally compelling and memorable message.

10. Keep Your Copy Concise, Clear, and Customer-Focused

"Write to sell."

Prioritize clarity and relevance. In an age of information overload, clear, concise copy is more important than ever. Focus on delivering your key messages efficiently and effectively. Tips for writing clear, customer-focused copy include:

• Use short sentences and paragraphs
• Avoid jargon and unnecessary complexity
• Organize information logically (e.g., problem-solution format)
• Cut redundant or superfluous words
• Use subheadings and bullet points for easy scanning

Remember to keep the focus on the customer, not your company. Instead of "We offer great customer service," try "You'll always have expert help when you need it." By prioritizing clarity and customer benefits, you create more engaging and persuasive copy that drives results.

Last updated: August 11, 2024