Although demos and samples are compelling, you will need words to convince your potential customers to buy your products. Written and spoken words have the power to turn potential customers into loyal customers. However, overused and ineffective words can turn them off. Here are the eight advertising words you should avoid at all costs.
Free
While words that describe a free product or service might work magic when times are tough, your customers still need to get their money’s worth. In most cases, emails with the word “free” on the subject line often end up in the recipient’s spam folder. Email spam filters flag advertising emails with spam trigger words like free, which make up to 36% of all spam content. The chances are that the recipient will never open your email if it ends in the spam folder.
Instead of using the word free, you should focus on making a clear, relevant, and valuable copy. Let the recipient know what they will be getting from your product or service.
Guarantee
Using this word is wrong for various reasons. First, many people do not believe in guarantees nowadays. After all, your customers expect you to provide a guarantee without making a promise. That is why you should focus on proving your guarantee is nothing short of real. You can do that by using your ad to send a valuable, relevant, and customer-focused copy your consumers will believe and buy your products or services.
Really
Using the word really or any filler word, for that matter, does not add any value to your copy. You will only be wasting space in your advertisement. Moreover, this word might put your readers off, and they might not hang around for the complete ad. There is no need to take such a vast and costly risk by using words that do not add value to your copy. Ensure every word adds value to your copy and customers by setting your expectations. It is also essential to make it clear that you have a plan.
Very
Although you might think your message will be more compelling when you use the word very in your copy, the reality is that very is a filler. Using this word can hurt your copy. The chances are that it will discourage your customers from reading the complete copy. Instead of using this word, you should prove how you intend to provide quality products or services.
That
It is always a good idea to proofread your article once you finish writing. While you are it, focus on identifying each time you use “that” in your writing. You are likely to note that you can delete more than 90% of the word in your copy. It will slow down your readers, making it hard for time-strapped readers to read your copy to the end. Focus on creating content your audience will read quickly.
A Lot
Using words like “a lot” on your copy makes it vague. Such terms do not make you stand out from the competition. Instead of using words like “a lot,” you should add value to your copy using specific words and numbers. For instance, say you sell 15 varieties of shoes instead of saying you offer many shoes. Clients will believe you more if you quantify your services or products. Create a clear and relevant copy to eliminate confusion.
Opportunity
There are several issues with this word. First, consumers want more than opportunities from you. They will only trust you with their money if they feel confident about your services and products. Your clients want to be sure you will deliver. Using the word “opportunity” implies you are not sure you will provide what your customers want and need.
Synergy
Like any other 10-dollar words, using synergy in your copy does not add value. This word has been around for quite some time, and it is time to move on. Your consumers do not have the time to use a dictionary every time they encounter a tricky word. Keep your copy simple and focus on creating engaging and relevant content. However, you can use it when creating B2B copies.
