Words You Should Avoid Using
Average and hyped sales letters we see today, either misleads the prospect, confuses them or takes forever to understand.
Speaking of hype, you should refrain from using words and phrases in your sales letter that can insult your prospect's intelligence.
While there are many to name, I can think of one right now and it is the "Until Midnight" script. In a nutshell, a number of hyped sales letter use this "Until Midnight" script whereby the prospect reads the sales letter to the end and learns that if he does not buy the product by midnight, the price of the product will increase the next day.
Some claim that this "Until Midnight" script works well for niche products outside Internet Marketing but it boils down to this - it is plain insulting people's intelligence.
Chances are that some of your prospect-turned-customer will become Internet savvy in the near future and discover the B.S. behind the "until midnight" mania that your sales letter - like the other 1,001 sales letters out there with the same gimmick - was taking advantage of his ignorance at that time. What would he be thinking of you?
Words are powerful tools. They can persuade people. They can even drive people away from your web page. Below, I offer you a list of commonly used words in sales letters that you should consider changing or at least, be aware of:
Instead of... |
Use.. |
Comment |
Sell |
Help, acquire |
People in general do not like to be sold, though selling happens all the time. So, use words to make your prospect feel involved. |
Cost, price |
Investment, amount |
An investment makes your prospect feel that his hard-earned money is put into something worthwhile. Costing, on the other hand, paints an ugly picture of putting your prospect's hard-earned money down the drain. |
Monthly fee |
Monthly investment |
Do not make your prospect see that he is paying bills instead of a monthly investment into something more worthwhile. |
Buy |
Own |
Buy means that your prospect takes his money out but ownership means that your prospect acquires something of value in exchange for his money. |
Deal |
Opportunity |
Opportunity spells out more like a chance. Deal, on the other hand, may just give your prospect the picture of those shady "deals" that crooks often do in the back alley in the 1950's. |
Problem |
Challenge |
There are already enough problems for everyone and no one wants anymore. The least you can do is making the "problem" a challenge and a positive one at that. |
Cheaper |
More economical |
Cheap also means less in quality in many instances. Economical means being thrifty. |
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