When you work with a copywriter on your website content, you soon discover that some words and phrases will be more productive than others. Some phrases will actually drive customers away.
To take just one example:
“Discover” communicates excitement and adventure; “learn” suggests work.
“How to” headlines have always been effective, but some copywriters say that a “How you can easily do x…” will deliver even stronger results in some markets.
Choosing words and phrases can be even more critical when we talk about our businesses. A long time ago, I banned the word “expensive” from my vocabulary. I might refer to “value.” I might even say, “I choose not to spend $100 – or $10,000 – on this purchase.” But “expensive” drains my energy.
Frankly, that’s a good thing. I’m getting lots of compliments on my new caricature logo. At first I hesitated to invest in what is, after all, one drawing. But it made more sense than trying for the ninetieth time to get a decent photo of me without the dog. The *value* of this small drawing? Off the chart.
4 words to remove from your vocabulary…forever
Recently I removed another phrase courtesy of Pamela Bruner, a business coach you may not know about. Pamela urges us to stop saying, “I’ll think about it.”
My first reaction was, “I need to think about it.” But now that’s yet another scarcity-making phrase to banish forever.
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