Do You use words like ‘buy’ or ’sell’ in your sales letter?

Well then you could be turning away potential customers without even knowing it.

Words are very powerful tools, so powerful that they can persuade people to jump off the nearest cliff. But you do need to learn how to use them correctly to get the best results from them.

Learn to use them well and you will get results that will make your heart soar but use them badly or make the wrong choice and you will turn people away so quickly that you will wonder whatever hit you!

Below I have included a list of key words that are commonly used in sales letters. These words often produce negative feelings in the reader, feelings which often propel the reader NOT to buy your product.

So every time you want to use one of these words look at the replacement I have suggested and use that instead or consult a Thesaurus for an alternative. (This is a tool that you should have open at all times you are writing your sales letters, emails, headlines or anything else to do with marketing.)

Sell
People in general do not like to be sold to, so use words to make your prospect feel involved. Replace with: Help, acquire.

Cost, price
An investment is something that will return you money, a cost is a bill to pay with no return. Replace with: Investment, amount.

Monthly fee
Do not make your prospect think that he is paying bills. Instead make him see a monthly investment for something worth while. Replace with: Monthly investment.

Buy
‘Buy’ means that your prospect parts with his money for little return. Ownership means that your prospect acquires something of value in exchange for his money. Replace with: Own.

Deal
‘Deal’ sounds somewhat dirty and shady – crooks and drug dealers often do “deals” in the back alley – somewhat unsavoury eh? Replace with: Opportunity.

Problem
Everyone has enough problems, don’t give them another, rather give them a challenge and they’ll rise to it. Replace with: Challenge.

Cheaper
‘Cheap’ is always perceived as less in quality. Economical means being thrifty. Replace with More economical.

No Brainer
This phrase seems to have been specifically designed to upset me, for some reason I always ’see red’ when I’m faced with this! It has a very strong effect on me, but always in the opposite way to the users wish – I simply click away! Replace it with: Bargain or one time offer

To maximize the profits from your sales letter it is imperative that you are very careful about the words you use and are aware of the effects they may have on your prospects.

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Article Copyright 2006 Stuart Elliott, all rights reserved. You may only reprint this article in its entirety and you must leave this resource box intact.

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