Studies have shown a direct relationship between positive/negative words and the impact they have on the growth of things. In essence, if you tell a plant how much you love it, it will grow and flourish in comparison to a plant that is given nothing but negative critique and feedback.
So what does this have to do with copywriting? Simply put… Everything.
As a copywriter, the most powerful tools you have are your words. Despite the antiquated philosophy of ‘sticks and stones,’ the truth is words are powerful things with the ability to harm, heal, educate and persuade.
When you write, you should always do so to accomplish one of three goals (bonus points if you can knock out more than one at a time). I call them the Three E’s:
- Entertain – Just like that friend that makes you laugh so hard you rupture your spleen, content that entertains your audience will draw them in so you can connect with them on a personal level.
- Educate – In today’s Google-savvy world, information is never farther than a click away so take the time to show off your knowledge. They’ll come to depend on you because they trust your expertise.
- Engage – While entertaining and educating your audience is important to draw in interest, it’s a waste if you don’t engage them. You have to challenge them to act because if you don’t, someone else will.
To accomplish these goals, your words have to matter. They mean the difference between connecting with your audience on an emotional level or creating a disconnect so great that they click back, turn the page, change the channel or close the book, never to look back.
But connecting with your audience isn’t always easy. You have to know them well enough to elicit a subconscious reaction that resonates on a personal level for them. In other words, they have to feel what you’re saying. And the only way to do that is by using the right words to make what you’re writing about them or about what they want or what they need, even if they themselves don’t even know it yet.
The best way to do this is to use specific words that connect with your audience, words that will intrigue them, interest them or convince them that reading on is in their best interest. Some of these ‘power’ words are:
By learning the best way to use these words to persuade and influence your audience, you’ll discover you have the power to attract new leads and generate new business.
And I guarantee you’re going to love it.