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Keep Buyers’ Attention

5 Copywriting Tactics

Prospects aren’t grabbed by hype, they’re repelled by it. Five terms in particular do major damage and kill results. Watch out for these:

  1. Free. Offering free trials or demos can work in a down economy. But spam filters are tough on subject lines containing “free” – and companies can’t risk having email blocked today.
    Tip: Replace “free” with “complimentary” or “no cost.”

  2. Guarantee. There are so few actual guarantees these days that buyers don’t believe them – unless they’re proven right away.

  3. Really/Very. These are filler words. Is this message more compelling with “very” in it? “Very few companies can beat our service.”

  4. A lot. If a company offers 15 varieties, it’s best to say it. What’s more appealing? “100 channels” or “a lot of channels.”

  5. Opportunity.  Prospects aren’t looking for opportunities. They want results – not just a chance to get results.

Source: The Marketing Report, March 17, 2009

I am very pleased with my most recent job from Modern Postcard. Even tho' I sent what were probably confusing instructions and substandard images, the layout, design, color, and printing results were excellent. Job was done on time and shipped to me immediately, so I was able to meet a mailing deadline. I will continue to use Modern Postcard's services, because nobody else I have tried comes even close to their quality and reliability. I have already received lots of compliments on the most recent card. I highly recommend Modern Postcard, especially for people in the arts, where quality of image counts for a lot.
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