Subtle tweaks get prospects to keep reading
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
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".
- Guarantee. There are so few actual guarantees these days that buyers don’t believe them – unless they're proven right away.
- Really/Very. These are filler words. Is this message more compelling with "very" in it? "Very few companies can beat our service."
- 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."
- Opportunity. Prospects aren't looking for opportunities. They want results – not just a chance to get results.
Reprinted with permission from The Marketing Report, 370 Technology Drive, Malvern, PA 19355, 800-220-5000.