Words That $ell!
April 23, 2008 by Anne Wayman
Filed under Jobs
As freelance writers, we’re often called on to help our clients create web pages, brochures, letters and other writings that will help them sell their products and services. Usually known as copy writing, writing that sells is tremendously valuable, and often more art than science.
CopyBlogger has some of the best info on the web about writing words that sell. Today James’s got a post called: Four Ways to Target Online Buyers With the Right Words. Although specifically aimed at creating selling words for commercial websites, the article actually works for almost any kind of selling, online or not.
For example, appealing to those who want a bargain, or those who want to fit a particular political view of themselves (very different markets) are hardly limited to the online world. In addition to defining four market segments, James goes beyond explaining them and actually suggests several dynamite selling words for each. You may want to bookmark this one.
Write well and often,
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Thanks for the mention, Anne. Admit it; you love me, no matter which blog I’m posting on ;)
Actually, I was pretty proud of that post. I’m surprised at how many people get it wrong, and it’s a fun exercise to use while working – it lets you stretch your wings while you test out different words to see which resonates best.
of course I do! love you I mean. and yeah, it’s a good exercise and a good or better than good post ;)
In the last few decades I have isolated what I think are the only two selling buttons: Greed and Guilt. Every successful selling emotion can be categorized under those two. Think about it and see if you can find a successful advertisement that doesn’t fit.
@ John – Fear and desperation. Neither fit with greed or guilt, but they sell.
I will buy this because I fear if I don’t, my daughter could die. Or get sick. Or run a high fever and have convulsions. Or not be mentally developed enough. Or physically able to fight off bullies. Etc etc.
And desperation… Well, when you have nothing left and the options are grim, you just might do anything to get out of it.
I’d say that the possibility that your daughter may expire because you didn’t do or buy something plays into guilt. Same way with desperation: if you weren’t guilty about some mistake you made you wouldn’t be in the desperate situation. And as far as greed goes, there is an old advertising button called “the fear of loss of gain.” In other words, “greed.” The eternal question that marketers must answer: “What’s in it for me?”
John and James… I think I’m going to turn these comments into a post… or would either of you like to do a guest post for me?
That’s a generous offer, Anne. Here’s what I propose – how about one post from each of us, with John going first? His point of view, my point of view :) Everyone wins and hopefully you get two days off. What do you think?
I’m up for it, Anne, let me know when you want the goods.
Any time you want John… truly. Since there’s no pay I can hardly set a deadline… ;) Links tho’, of course,