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Wiebe has been spending her days looking for this low-hanging fruit, and delving into the science of word choice — from the Google ads that get higher click-through-rates, to research on how word choice impacted the Brexit vote and studies on how personalization impacts donations to hurricane relief funds. In condensing this research down into actionable tactics, she’s penned the perfect primer for both founders and seasoned marketers who are looking to make small tweaks that will yield big results.
Today on The Review, she shares two powerful money words to start testing in your website, ad and email copy (as well as one “lose-money word” to start avoiding). Along with research to prove the power of these words, she shares tons of examples to guide you and outline conditions to meet before plugging these phrases into your copy. Here's a taste:
- “You” tells the prospect that the copy they’re reading is about them, without actually using their name. This is in keeping with classic copywriting advice from David Ogilvy: “Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.” But the message itself should be positive. (So avoid, “You need to stop sweating so much.” Instead try, “You deserve to live sweat-free.”)
- “Get” is good, almost without exception. You’ve never seen a “Buy two, don’t pay for one” sign in a window. However, if you’ve found that your prospects perceive your solution to be higher risk – for example, if you’ve created a new category or if there are high switching costs – then you may need to first decrease any sense of uncertainty before applying get-focused messaging.
Read the full story here for all of her advice.
Thanks, as always, for reading and sharing!
-The Review editors
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