“The words we use — or don’t use — impact decisions and, in turn, money. Money words are the execution arm of persuasion.” — Joanna Wiebe
Choose your words strategically.
Start with an easy one: YOU.
In copywriting, we called it the “You” Rule.
Several studies demonstrate the persuasive power of making the consumer the grammatical subject of a sentence. And ads leading with the user instead of your brand tend to get better results.
“YOU” is a money word.
How do you use it to write relevant messages for your readers?
Go over your copy and rewrite it so “you” or “your” becomes the subject of your sentences. Your readers will feel that your solution is a good fit for them.
Two conditions for this to work:
- Your offer needs to be relevant to your reader.
- The message itself should be positive.
"GET" is a money word.
It's a low-friction word. It's short, easy to read and understand. It's especially powerful in your calls to action.
Two conditions for it to work:
- Your offer should be perceived as low risk.
- Your prospects should have a sense of certainty that they'll get the outcome they seek.
If you want to increase the perception that your offer is low risk, here are a couple of things you can do:
- Add social proof.
- Add case studies.
- Add video demos of your product.
- Include an incentive.
- Showcase trials and guarantees.
Knowing what words to use or not use will help you improve your copy.
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