Clever copywriters accentuate the positive, eliminate the negative…
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10-05-2023
When it comes to crafting copy that generates conversions, the age-old adage holds true. Clever copywriters accentuate the positives and eliminate the negatives, strategically littering their copy with positive words to sell that product or that service.
Why do clever copywriters believe positive words work so well?
Clever copywriters recognise that most readers scan copy before they decide to read and engage with it fully. If a reader comes across negative words such as ‘no’, ‘nothing’, ‘can’t’ or ‘won’t’ they’ll likely decide to give it a miss. Even if those words are contained within phrases such as ‘no finer product’, ‘you can’t lose’ or ‘you’ve nothing to lose’. The negative connotations in these words can still deter the reader.
Positive words can make copy seem friendlier and more pleasurable to read. That’s because each word you choose has a subconscious effect on your audience. Negative words can eat into the effect of your copy like little drops of acid eating into a polished surface. Don’t believe me? Well did that analogy feel good to you when you read it? Surprisingly, positive words also enhance the clarity and comprehension of your copy making it easier to understand.
Clever copywriters tell the target market what they can have, not what they’ll avoid
While US politicians can make dissing the competition work for them, it doesn’t work for copy that has to sell. So clever copywriters tell people what the product is, rather than what it isn’t. Emphasising its positive attributes rather than focusing on what it lacks. This has the added bonus of getting the audience to concentrate on words that describe the benefits more succinctly and accurately. For instance, instead of using a phrase like “stop losing staff,” they might opt for “retain your best staff,” which effectively communicates the advantage.
Clever copywriters know that negatives sneak in where you least expect them
Negative words can sneak into your brochures, websites, and other collateral where you least expect them. Instructions on forms, for example? Are yours expressed in a positive way? For instance, instead of saying “you cannot comment without registering first” or, worse, “you cannot comment because you haven’t registered,” a skilled copywriter will choose a more positive statement like “register now to comment on this article.” Astute copywriters remain vigilant, ensuring that all aspects of the copy are framed in a positive manner. They actively search for positive words to describe things, such as using “simple to install” instead of “not difficult to install.”
Clever copywriters neutralise negative words with positive replacements
A skilled copywriter understands the profound impact positive words can have on an audience. They have the power to captivate, inspire, and motivate. Wordsmiths also avoid using negative words, which can unintentionally create a barrier between the message in the copy and the reader.
There are some words that appear innocent enough like ‘sell’ or ‘buy’, but your target audience will tend to perceive these as negatives, and it can put them off.
If there are instances where you may have to use perceived negative words try to keep them to a minimum. Or better still, here are 15 positive words you can integrate into your copy to replace seemingly innocuous yet potentially off-putting negative words.
- Value: Instead of using ‘cost’ which reminds your customer they’ll be paying out for an item, redirect focus to emphasise the value and benefits they’re getting from your product or service.
- Invest: People don’t like being sold to, so steer clear of words like ‘sell’ or ‘buy’. Frame the act of ‘buying’ or ‘purchasing’ as an investment, emphasising the long-term advantages and returns of their purchase.
- Acquire: The terms ‘pay’ or ‘buy’ may come across as too blunt. Alternatives like ‘acquire,’ ‘own,’ or ‘reserve’ can create a sense of ownership and exclusivity among your customers.
- Solution: Discussing the problem keeps your language in a negative space and your customer in a negative mindset. Position your offering as a solution that enhances their life or fulfils their needs. Highlighting how it addresses their challenges, rather than dwelling on the ‘problem’ itself.
- Economical: Opt for ‘more economical’ instead of ‘cheaper’. This emphasises value for money without implying your offering is budget or lacks quality. Conveying a message of affordability while maintaining a positive perception of your product or service.
- Monthly investment: Reframe the concept of a ‘monthly fee’ as a ‘monthly investment’ to avoid the perception of it being an imposition and highlight the value and returns your customers will receive on a recurring basis.
- Discover: The term ‘learn’ can come across as patronising. Instead, invite customers to ‘discover’ something new, fostering a sense of anticipation and empowerment, rather than simply telling them to ‘learn more’.
- Opportunity: Swap the term ‘deal,’ which can sound overly salesy, with ‘opportunity’ to generate a sense of excitement and potential.
- Enhance: Use the term ‘enhance’ to highlight the positive impact your product or service has on the customer’s life or experience when discussing fits features or benefits.
- Enjoy: Encourage customers to ‘enjoy’ the benefits of your product or service, emphasising the positive emotions associated with their purchase.
- Exquisite: Replace ‘premium’ with ‘exquisite’ when describing quality, evoking a sense of luxury and refinement.
- Personalise: Instead of using ‘customise’, emphasise the opportunity for customers to personalise their experience, creating a stronger emotional connection with them.
- Delight: Use ‘delight’ to express the joy and satisfaction customers can expect from engaging with your product or service.
- Reliable: Emphasise the ‘reliability’ and trustworthiness of your offering, fostering confidence in your brand.
- Transform: Illustrate the transformative power of your product or service, showcasing how it positively impacts the lives of your customers.
These positive words will help you to create compelling copy that resonates with your audience, influences their actions, and encourages your desired actions.
If you’d like help creating positive copy for your marketing collateral give Oxygen a call on 01884 255999 – or click below to arrange an online discovery meeting.
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