The difference between the almost right word & the right word is the difference between the lightning bug and the lightning.
~ Mark Twain
Are you bringing the lightning with your copy? Or are your words more like a lightning bug, seemingly cool but without the true power of its namesake?
The English language is so rich with vocabulary that you’d be hard-pressed NOT to find the right word for any situation. But there’s a difference between choosing the perfect word and choosing an agonizingly long word just for the sake of sounding important.
Using flashy words like “amazing” and “mind-blowing” in your copy might seem like a great idea on the surface. After all, you want your reader to walk away with those same feelings that you have about your product or service.
But instead of telling them how great it is, your words alone can make them tell you! Here’s how:
Paint the Right Picture in Their Mind
Carefully consider the words you’re using. What kind of impression do you get when you read them? How do they make you feel? Remember, you want your sales letter to appeal to your readers’ emotions and push their persuasive hot buttons. Injecting your copy with “feeling” words like “cozy” instead of small or “colossal” instead of large can instantly produce a vivid picture in your reader’s imagination.
Play on Curiosity to Hold the Reader’s Interest
Does your product have a real-life story or a unique human-interest angle? Are there important facts or trivia tidbits you could include that would make your reader exclaim “Wow, I didn’t know that! I wonder what else I’ll find out…” You might think small pieces like this interjected throughout your copy would be a waste of time – but you’d be surprised to see just how many people appreciate learning about the “human” side of your product or service!
Give Sharp, Concrete Examples
If you find it difficult to play to your readers’ imaginations, you can guide them along by giving them specific examples. Descriptions like these are also perfect for comparing your product to something else. A “cool, rich summertime treat” sounds good, but a “silky, decadent banana cream pie” makes your mouth water. Think about unusual but purposeful things that you could compare your product to and don’t be afraid to plant an image in your reader’s mind!
Make Your Message Easy to Read
One of the most common problems about choosing the right word for your copy is choosing a word or phrase that’s a good match, but incomprehensible –excuse me– impossible to understand. Don’t forget the product or service that’s at the core of your writing and resist the urge to get carried away with creative words and phrases just for the sake of being poetic.
In the end, choosing the right word or phrase for your copy shouldn’t overshadow the very thing you’re trying to promote. Keep the tone easy-to-read, but also feel free to bring the reader along on a journey to help get your point across. You never know where it might take you!