Words are powerful. The right words will convince your website visitors to buy your products and services, while the wrong words will either offend them or, even worse, leave absolutely no impression on them. Carefully selected words will attract the attention you desire and entice your website visitors to take action.
You see, human beings are hard-wired to respond when they’re led by their emotions rather than their logic. In the highly popular book, “The E-Myth: Why Most Business Don’t Work and What to Do About It,” bestselling author Michael E. Gerber explains that consumers think with their hearts first, their heads second. Essentially, this means that potential customers put a priority on things that they want over things they need, often trying to justify their purchase with logic after they’ve already decided to make the purchase.
For example, have you ever seen something that you really wanted but were hesitant to buy because of the price, or perhaps some other reason? You might have talked yourself into the purchase by finding logical reasons to make the purchase. Let’s say you normally buy used cars, but on a trip to the dealership, you come across a brand new, sparkling vehicle that piques your interest. You take a test drive and fall in love with the car; according to Michael Gerber, at this point, you’ve already decided on the purchase, but now you need to make your logical self feel better about it. So you reason that a new car will help you save money with less upkeep, better gas mileage, lower insurance costs, etc., along with providing greater reliability than a used car could. Once you convince your logical self to make the purchase, the next thing you know, you’re signing on the dotted line.
Since you don’t have a shiny new vehicle or seasoned salespeople to tempt and sway customers, you have to rely on powerful words within your website copy to convince them that they just have to have what you’re selling, right now!
• Bottom line
• High yield
• Last chance
• Limited time
• Results oriented
Of course, the words you choose for your website copy should be honest and never misleading. The last thing you want to do is promise the moon when you can only deliver a star or two. With that being said, don’t be afraid to toot your own horn or, better yet, have someone else (ie. a professional copywriter) talk you up. If you’re great at what you do and your products and services can make your clients’ lives better in some way, shape or form, your website is the place to let it be known.
The problem is that many of us have a hard time singing our own praises. It makes us feel boastful and uncomfortable. If this describes you, there’s a simple solution. A copywriter can help draw out the words that will attract your specific target market’s attention. A copywriter can convince the world how great you are, in a way that isn’t boastful but rather speaks to your potential clients’ needs, wants and desires.
The bottom line is that you should choose the words for your website and marketing promotions very carefully, using plenty of power words to entice website visitors to buy what you’re selling.
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