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Just as some words and phrases have special power to persuade, others at best seriously weaken and at worst totally destroy the impact of a PR or ad campaign. Therefore, it's critical that a copywriter know the difference.
The Copywriter's Objective
In every promotional communication, the copywriter's goal is to convince the reader to do one or more of the following:
- Accept an idea
- Believe in a company or product
- Recognize his need or desire for the product
- Purchase the product
- Leave the door open for future sales opportunities
Whatever the goal of a specific individual campaign, the copywriter must keep that goal firmly in mind throughout the writing process.
Right Words/Wrong Words
A skilled copywriter achieves goals such as those listed above not only by using the right words (aka power words) but by avoiding the wrong ones. The right words effectively convey the desired idea, elicit a specific emotion, and inspire a preferred action naturally and organically, while the wrong ones convey misconceptions or elicit negative emotions about a product or company, create ambivalence or confusion in a prospect, water down an appeal, or in extreme cases outright block the desired action. The accomplished copywriter knows that avoiding ineffective language is equally critical to - and goes hand-in-hand with - using powerful, positive, persuasive prose.
The following words have been divided into categories based on the nature of the problem they create for your promotional copy:
Weak Words
Words such as OK, Good, Satisfactory, and Satisfaction weaken your copy and water down your message.
Reason:
These words tell your prospect to expect only mediocre results from your product or service. They also imply that the best he can hope for is to have his most basic needs met.
Alternative:
Try telling him instead how much better your product is than the competition's and why. Then, rather than settling for his mere satisfaction, try helping him envision all the wonderful ways your product will enhance his life. Even phrases such as "satisfaction guaranteed" or "money-back guarantee" are weak - again because the first one promises the bare minimum result and the second encourages the notion that your prospect might not like your product. Instead, try substituting, "We'll do whatever it takes to meet your needs" or "We go the second mile to keep our clients happy."
Negative Words
Words or phrases such as Return, Refund, Objection, and Why not plant seeds of doubt in your prospect's mind.
Reason:
They encourage him to consider the notion that he might want to return your product and/or request a refund, and this is not where you want his imagination to go. Such words practically invite him to create a mental list of objections to your appeal. Even the final phrase, which seems almost positive on its surface, can be one of the fastest ways to get your prospect's mental gears rolling in the wrong direction and start him thinking of all the reasons why he shouldn't purchase your product.
Alternative:
Try saying instead, "Here's why you'll love our product," "You'll be glad you've made the decision to own _______," or "Once you own _______, you'll discover so many new and exciting reasons why you've made the right choice."
Indefinite Words
Words like If, Whether, Maybe, Possibly, Perhaps, Potential (adjective), and Consider drain your promotional campaign's impact and steal your prospect's confidence in you and your product.
Reason:
The above words make your prospect question her need for your product or, even worse, cause her to doubt your ability to deliver the intangible rewards she seeks from the purchases she makes. She'll wonder whether your product is really necessary or its quality high enough to warrant her interest and justify the monetary and energy expenditures required for obtaining it.
Alternative:
Try saying something like "We just know...," "We're sure...," "We're certain...," or "We're completely confident that our product will do all that we've promised and more." Then, to fire up her imagination, ask questions or make statements that inspire her to visualize your product making a difference in her life. Visualization triggers such as the following can turn your prospect into your greatest sales ally, virtually commandeering her own imagination and using it to sell her your product: "Can you imagine...," "Imagine for a moment...," "Can you see all the ways _____ will improve your life?" "Would you benefit from _____?" and "I'll bet you can think of even more ways to use our product to enhance your well-being." Feel free to use the word "Potential" as a noun, though, since it, too, will make your prospect visualize a better future.
Insecure Words
Words such as But, Hope (as in "I hope you'll consider..."), Mind (as in "Would you mind?"), Interrupt, Bother, and Busy demonstrate insecurity, self-consciousness, and lack of confidence in oneself, one's product, or one's ability to effectively market that product.
Reason:
These words are tentative and reactionary and they lack conviction. They relinquish control of the encounter to the prospect, instead of retaining the privilege of gently yet definitively guiding his thoughts in the direction in which you want them to go. They invite him to consider your communication an intrusion, rather than the most serendipitous encounter he's been fortunate enough to have in a long time. And they place you in a defensive position.
Alternative:
Try using "Yet," "Still," or "Nevertheless" in place of "But." "However" can also work, if used judiciously. Otherwise, it could sound a bit stuffy. (For the same reason, don't use "Nevertheless" too often.) Feel free to use "Hope" as a noun, though (as in "You'll find new hope as you incorporate our _____ into your life.") Never apologize for giving your prospect what you know to be the greatest news she's heard all week - even though she may not realize it yet. Instead, let your enthusiasm shine through, as you offer her the opportunity to share your amazing secret. While your prospect may be busy, it's your job to make her feel as if she simply doesn't have the time to ignore your fabulous offer.
Sales Words
Words and phrases like Buy, Purchase, Order, Shop, Customer, Buyer, Budget, Bank Book, Bank Account, Checkbook, Price, Cost, Cash, and Money all remind your prospect that this is a sales encounter and that the bottom line will equal money flowing from him to you. This is definitely not the aspect of the transaction you want to highlight in your sales copy.
Reason:
People tend to be impatient with sales pitches. Chalk it up to too many family dinners interrupted by telemarketers; too many TV shows, videos, and even movie theater screenings punctuated by repeated commercials and trailers; and too many website visits ruined by banner ads, pop-ups, and other types of unwelcome advertising. Even old-fashioned print media seem to contribute more than ever to the advertising overload of today. People have grown tired of advertiser bombardment, and they've learned to tune it out. If you use too much sales language in your own copy, they'll soon become tired of you and tune you out, too. Since people also dislike the thought of parting with their money, do your best to keep their minds off the financial aspects of the transaction until they've made a decision to purchase.
Alternative:
Try using "own" instead of "buy" or "purchase." The word "try" can sometimes work as well, when followed by a strong, positive statement about what the prospect will discover once she tries your product. Instead of discussing "cost" or "price," refer to "a wise investment," "real savings," or "real value." The only time it's acceptable to use the specific sales words listed above is on your website's "Purchase," "Purchase Details, "or "Shopping Cart" page. Just be sure to keep them out of your persuasive sales copy.
Relevant Resources
For further information on the words you shouldn't use in your ad copy, visit the following links:
Sales Words to Use and Avoid, by Dr. Gary S. Goodman
Video (5:45): 5 BAD Words You Should NEVER Say (in sales copy)!
Jim Edwards (WebsiteVideoSecrets.com)
Video (10:48): 8 Bad Words Which Cause Sales Suicide
Toe-Cracker (TrevorCrookBlog.com)
