The former UK prime minister and war secretary, Winston Churchill, once commented that he never gave speeches off-the-cuff; he preferred instead to write out every single word, and read every single word, because each word was too important to be left out.

Small business should approach their copywriting the same way, be it for their blog, their print promotions or their email: use each word as if it's precious. It does make a difference.

For example: which mail list are you more likely to sign up to? One whose button asks you to "Sign Up", or which which says "Join" or "Be A Part". One suggests enlisting, the other suggests fellowship and belonging. Again, which do you think is more effective.

Yeah, yeah, but it's just words, right?

Wrong. A single word can change meaning, mood and motivation. Think about those three Ms when you're constructing your next sales pitch. How do the words of your pitch affect your prospect's mood and motivation?

There's an awful lot of reseach behind the power of words. People recall a car accident differently (and who's to blame) when it's described as a "crash" rather than a "collision". Stock names that are easy to pronounce lead to larger takeup and quicker gains following their initial public offering (IPO).

So, here are some words to use in your next promotion. Yes, you've seen them all before. Know why? Because they work and have been proven to work time and time again. Use 'em right and you will get better results.

In brief

  • Use the right words to power your promotions

    Be picky about the words you use in your promotional and sales copy. The right words will get better results.

  • Headlines and opening sentences

    Free
    You
    New
    Instantly
    Because

  • Calls to action

    Now
    Remarkable
    Quick
    Easy
    Bargain
    Hurry

  • To encourage subscriptions

    Join, Join us
    Become a member
    Come along

  • To imply exclusivity

    Members only
    Insider offer
    Be the first
    Only available to subscribers

  • To imply scarcity

    Limited offer
    Supplies running out
    Offer ends soon
    One 10 available at this price

  • To put prospects at ease

    Authentic
    Certified
    Cancel anytime
    Guaranteed
    No obligation
    Official
    Research proves ...
    Tested

  • To encourage sharing on social media

    Secret
    Inspire
    Help
    Promote
    Increase
    Create
    Discover

When words matter

If you’re not getting the results you expect from your written promotions and communications, chances are your power words aren’t hitting the mark.

We cut out teeth in direct response marketing, a marketing discipline that relies almost entirely on using the right words to make your offer sing.

Give as a call to discuss a tailored, copy-driven power promotion that gets results.

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