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Keep Buyers Attention: 5 Copywriting Tactics

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

  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.



  6. Reprinted with permission from The Marketing Report, 370 Technology Drive, Malvern, PA 19355, 800-220-5000.

I used Modern Postcard for laying out and printing announcements for my exhibition. I am so glad that I did. All I sent them was a photograph and the text. They did wonders with the layout. The colors of the photograph are perfect. The layout is neat and easy to read. When I hand people the announcement they are all very impressed. Modern Postcard, YOU ROCK.
Lydia Cordova
Peazey Head Productions