The words you use in your marketing are incredibly powerful. However, you must use that power wisely.
One poorly chosen phrase could see your readers running for the hills, so you must carefully review your marketing message before unleashing it on the world.
The idea is to communicate your product’s benefits and position it so that it’s irresistible for those who need it. At the same time, you should simultaneously sell its value to everyone so that all your readers can decide whether it is right for them.
Empowerment marketing
The go-to ‘selling’ method has long generated fear. Scarcity, time-limited offers, and playing on people’s FOMO (fear of missing out) have all been accepted (and encouraged) as content themes. While they have their place (at times), a much more effective way to see is through empowerment.
It’s time to say goodbye to words such as JUST, ONLY, HURRY, and HONESTLY and be positive.
For example, switch PROBLEM for CHALLENGE, CHEAP for VALUABLE, BUY for INVEST, and OBJECTIONS for AREAS OF CONCERN. The result? Your customers’ ARGHs change to AHs.
Focusing your positive message
How do you create positive empowerment in your copy?
Before you put pen to paper (or fingers to keyboard), ask yourself:
- If your reader buys, what is the end result for them?
- Who does your product or service have the potential to support?
- How can you make it clear that your offering fits into their life?
- How can you empower the buyer by inviting them to try your product rather than pressurising them?
It’s about adding value through guidance, encouragement, and integrity.
You want people to buy because they want to, not because they believe they have to. Show them how their life will be improved by focusing on the end result for them, not that you only have one hundred units in your warehouse, and if they don’t buy now, they will forever regret it.
Empowerment builds trusting relationships
Every business wants to develop long-lasting, trusting relationships with its customers. After the initial engagement, if your customers feel good about their purchase, they are more likely to come back (and tell their friends).
If you try to force someone to buy from you through pressure, that trust won’t be there.
Only through guidance, encouragement, and integrity can you build trust.
Sally Ormond – Professional freelance copywriter, Briar Copywriting Ltd