We are all aware of the excessive hype out there on the Internet right now. All of the cleverly crafted ways to make you buy products, and that is even if the sales copy is misleading or confusing. Your words can be used to convince readers to buy, but if your choice of words is poor, it can drive them away from your website just as easy.
Successful marketers have been turning potential buyers into paying customers for a long time and Internet marketers are no different. Using the right words can have hypnotic effects and can instill a sense of scarcity that makes readers feel that they will be missing out on something special if they don’t buy now. I know they have gotten me a number of times.
But you have to remember one thing nowadays in your sales letters, people have developed a high sales resistance, thanks to the overwhelming exposure to ads on TV, magazines and newspapers, on billboards, on T-shirts and all over the Internet.
One way to break down this resistance is to personally involve your prospect in your product with words that stir up interest or real need in their minds and do not remind them of the shady methods practiced by used car salesmen not so long ago.
Stay away from using words like “sell” or “buy.” Instead, tell your customers how you will “help” them with their “challenge,” “confusion” or “need for information.” This will reinforce your actual benefits that will provide solutions or step-by-step instructions leading to a solution.
You want to make sure you never talk about “price,” “expenditure,” “fee” or the “cost” of something. These are awful words that bring up mental pictures in your customer’s mind that will prevent or delay a purchase. They might believe that a purchase will hurt their budget or waste their money and you don’t want that. Try using positive words to stimulate action in your readers, words like “investment,” “asset,” “savings” or “monthly investment,” if you are promoting a membership site.
Words like “investments” and “assets” insinuate future profits and financial security. You want to put a positive mental picture in your customer’s mind with your words. You can say the same about the word “own” rather than any word that hints at your customer taking out his credit card and “buying” something. As you can see one is full of positive possibilities and value; the other is about spending money.
Also, words like “problems” can be reminders of daily stress and everyday hurdles that have to be solved by any means. So, instead of mentioning “problems,” try painting a mental picture of relief from temporary hurdles or finding solutions to them. Show that ownership of your products can be a positive investment in your customer’s future. Put together a list of honest benefits that will instill confidence in your products and ease the hesitancy in your customer’s mind.
A quick example of negative and positive words that can make or break your sales presentation is the difference between “cheap” and “affordable” or “well worth every dime.” “Cheap” can devalue your product while using “affordable” can make it sound like a purchase that will benefit them. Using words to describe your product like “well worth every dime” makes it sound like you are minimizing the cost while your customer considers the benefits that purchasing your product will do for his life.
What you are trying to do with your words on the sales page is show your customers the way your products can make their life easier. Always remember that your customers are exactly like you, with bills, busted budgets, kids who have needs not easily affordable and a car that needs a costly tune up. There is no need to add to their stress by using a poor choice of words.