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.
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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