9 Ways to Use Words to Increase Sales for Your Business

WRITTEN BY OMAR SHAHID | CO-FOUNDER OF MIN |  Updated On Wednesday, April 4, 2018;
7 Minutes


Writing well is an art.

It’s why we admire great books.

Being able to communicate through words effectively, at times poetically, persuading people through the use of language, is one of the most admired traits anyone can offer.

That’s why great copywriting can do wonders for your business. It’s no easy task. In fact, great copywriters can demand at least £50-60 an hour, if not more.

 
Telling potential customers why they should buy from you as opposed to your competitors, in an engaging way that creates emotion and causes them to act, is a master skill. So how is it done?

Well, it’s all about…

Pushing those emotional hot buttons.

Great copy is a like a car accident: no matter how hard you try not to look, you just have to. So do away with the conventional, boring and professional tone, and look to trigger emotion.

 
For small to medium-sized businesses, sales and profits is everything. It’s what will allow you to keep growing and scaling. Everyone can be emotionally stimulated and manipulated, we all have triggers. Fear is the biggest one.

The five big motivators for human behaviour are:

Fear

Love

Greed

Guilt

Pride

Some words are more powerful than others. Think about these three:

Animal, fish and shark.

Which one triggers the most emotion?

Shark, right?

Yet they could all be used to describe the same thing.

We buy with emotion and then justify with logic later.

I’ve been a copywriter for 5 years, writing for NGOs, sports magazines, electronic businesses, car dealerships, religious centres and so on. I wanted to share some of my insights and learnings.

To write great copy, consider these 5 things:

1. A great headline

Why are headlines so important for you?

Research has shown that 8 out of 10 read a headline prior to clicking on any post. This demonstrates how crucial a headline is.

 
When writing a solid headline consider giving your reader a taste of what you’re promoting but leave enough intrigue for them want to read more.

Always make sure your headline ticks the 4 U’s:

Useful

Urgent

Unique

Ultra-Specific

2. Write like a normal human being!

So while every business needs to show its professional face, stop using words and phrases you’d never use in real life. People will see through it.

Rule number 1 when writing copy is: write in a way that’s as easy to read as possible, don’t use big words, jargon and as George Orwell would recommend, always use smaller words instead of bigger words.

 

3. Think about your reader

One of the most powerful words in the English language is you. Talk directly to people. Make them feel involved in a conversation.

The truth is, people, buy from people, not businesses. You don’t need to put your personality to aside. Write as if you were talking to somebody.

Don’t just tell people you are the best, cleverly tell them why you are, or you risk sounding like anyone else. We live in a time of Twitter and Youtube, where people want to see authenticity, personality and opinion.

Being yourself will help you stand out, and not just be another business.

4. Revise your copy and then revise it again

Great copy very rarely comes about first time lucky. It often requires you to write, then edit, then write, then edit, takes a break, and then edit again. Legendary advertising tycoon David Ogilvy, the founder of Ogilvy and Mather, said “I am a lousy copywriter, but I’m a good editor.”

5. Don’t get carried away with your language

Don’t exaggerate or overstate your claims. You’ll come across as corny and untrustworthy. Don’t shout at your readers, engage them in a conversation.

Conclusion

I’ll end by sharing with you some of the compelling words in the English language:

Free

You

Save

Results

Health

Love

Proven

Money

New

Easy

Safety

Guaranteed

Discovery

Most people live monotonous lives and are waiting to see something that grabs their attention. Even if it’s just for a few seconds. That’s your job.

You have to be pushing one of these to get people to act. Don’t be shy, timid and all professional, you won’t get anywhere.

Rules are meant to be broken.

Especially when it comes to great copy.

 

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