Words have the power to make or break your campaign. In this article we’ll be looking at some of the words that you should be using in your campaign and those which you definitely shouldn’t.
‘The secret of being boring is to say everything.’ -Voltaire
Words have power but only if used correctly. If you have ever tried to harness their power for one of your campaigns then you’ll know just how tricky it can be to ensure that you are sending the right message. Voltaire’s quotation above provides an excellent place from which to start thinking about how words can be used effectively in advertising.
One of the first things you’ll learn about if you do a course in literature is how to read the spaces between what is being said and whilst there may be a lot of power in words, there is also power in their absence.
Any good piece of literature will leave things to the reader’s imagination, whereas bad literature has a tendency to explain absolutely everything in minute detail. Why should you consider this when you’re advertising?
This advertising rhetoric is mainly used in corporate marketing and it can work to attract a huge number of people to your product, however, in the world of PPC marketing, attracting a lot of people who might not convert is very risky and you will likely lose money. That being said, if you are specific at the beginning and let people know what they are getting, then in your prelander you want to entice them to buy. The premise is simple, set the bait clearly and then reel them in with something juicy.
Here are some examples:
Header: There’s a new weight-loss product that is taking the internet by storm and it could turn you into a God.
Body: Feel your best, first time every time with the amazing new ToneUp Slim down. If you’ve ever tried to lose weight via traditional methods, then you’ll know just how hard it can be. Luckily, there’s a great new product available which will have you looking your best in no time.
Header: Want to lose weight fast without the stress of going to the gym or undergoing costly surgery? Then see how ToneUp SlimDown can help you!
Body: Want to feel your best without having to resort to using risky and costly surgical procedures? If you’re feeling overweight and want to lose a few pounds then why not try out ToneUp SlimDown, the latest weight-loss revolution that is taking the world by storm and enabling people from every continent to slim down and feel their best.
The two examples above work because the position themselves immediately. They target their audience (people who want to lose weight), highlight the problem (weight) and offer up a solution (product). This is what all good advertising should do. If you cover these three points then you are well on your way to effectively marketing your product.
You’ll also notice that neither of the ads isolate people within the weightloss market. If you wanted to specifically target men or women, then with a few adjustments you can, like this:
Header: Ladies! There’s a new way to lose weight and it’ll blow your mind!
Body: Ladies! Want to feel your best, first time every time? Well now you can, thanks to the amazing new ToneUp SlimDown. If you’ve ever tried to lose weight via traditional methods, then you’ll know just how hard it can be. Luckily, there’s a great new product available which will have you looking your best in no time.
Once again, you have spoken directly to your audience from the beginning and they will then register the message. You can imagine advertising as akin to shouting at people in the street. If you shout random words at people, then no one will realize that they are the target audience. However, if you address them and their needs then they will pay more attention. Even more so if you ask them a question.
Another method is to use a catchy phrase or question before presenting the product, to get people interested. Lot’s of major companies use this method when building up their brands and, if done correctly, your slogan can become so memorable that it keeps on selling even when you’re not paying for advertising space. Here are some examples of slogans which have done just that:
McDonald’s: I’m Lovin’ It
Coca Cola: Always the Real Thing
Gillette: The best a man can get
Nike: Just Do It!
Haribo: Kids and grownups love it so, the happy world of Haribo.
L’Oreal: Because You’re Worth It
A catchy slogan is a short, simple and memorable line that customers can remember and recall when talking about your product and can be used in pop ups and banners to entice potential customers to click the link to your prelander.
Now that we have looked at how to use words to gain people’s attention, let’s take a look at how to get them to stay long enough to find out more and then hopefully make a purchase.
In some cases, if your initial advert is well written enough, then it’s possible to drive up sales from that alone but if you really want to drive your traffic through to the point of sale and beyond then you’ll need to use prelanders. In this article, we’re going to look a little more closely at the words you should and shouldn’t be using, when trying to sell your products. For a more general overview of writing prelanders, be sure to check out our Quick Guide to Writing Effective Prelanders.
Good vs Bad
Words seem simple enough to understand but, in truth, they often come with hidden meanings and associations and these associations are things which you should be aware of when you’re trying to write clear and persuasive adverts. Let’s take a look at a classic example of a commonly used word to find out why some words are effective and others not.
Nice
When you hear the word nice, what do you think? Probably not a lot. The word nice, whilst it has a positive meaning as far as any definitions are concerned, can actually be negative. This is because it immediately suggests that you have nothing better to say about the thing you’re selling. For example:
‘Come and get these nice t-shirts.’ Nice, in this sentence is practically useless as it reveals nothing about the product other than your opinion that they are ‘nice’.
One of the key things to watch out for when writing your ads is the overuse of adjectives which are devoid of meaning. You can tell people how, brilliant, awesome, amazing, incredible etc. something is, but at the end of the day:
Your opinions of the product won’t sell it, at least not by themselves. What you really need to do is find your product’s USP (Unique Selling Point) and then target your language toward it. For example, if you are selling an anti-aging cream, try to think about how it helps people and why people would want to buy it. Then you can start making a list of words that are associated with those qualities, like this:
young, youthful, rejuvenated, fresh, revitalized, smooth, soft, silky, pure, energy
Now you have a list of words far less vague than great, beautiful or nice, that you can use to really sell your product:
Ladies, do you want to look 10 years younger? Then WonderGlow is the cream for you. It is enriched with rejuvenating minerals that will revitalize tired looking skin and give you the silky soft complexion you deserve. WonderGlow will boost your skin’s energy and leave you feeling fresher than ever before. Get yours today to keep the wrinkles away.
Remember, always use language which explains your product, whilst also making it attractive to your customers. If you can come up with a memorable line too then that is an added bonus. The best words will always let people know what you’re selling and why!
Here is a quick takeaway summary of dos and don’ts when writing about your product:
Do
- Describe what you’re selling
- Highlight the product’s USP
- Make the product appear attractive
- Target your language to the attributes of the product.
Don’t
- Be too vague or too specific as you’ll end up targeting a very small market or nobody at all.
- Use language for the sake of using language
- Use words which might confuse or alienate your audience.
- Refer to the price as cheap, as this will reduce the apparent quality in your customers’ eyes.
If you follow these simple rules then you’ll find that your ads become far more effective and lead to a greater number of conversions.
For more tips on selling your product check out our articles on The Art of Selling and Describing Your Product.