When asked how they felt their copy converts, most small business owners said something along the lines of
“It pays the bills, but it could do better”.
“Good enough” and “pays the bills” isn’t exactly a booming business battle cry, is it?
The thing is, as a small biz owner you have GOT to communicate well with your writing in order to sell.
In this post you’ll learn:
- The #1 tool that helps you write expert-level copy – quickly
- How to craft a message your audience simply can’t refuse
- 136 smart marketing words + 6 places to use them in your copy
The secret to DIY-ing expert level copy for your brand
Before you scroll to the bottom & swipe the good stuff – let’s have a quick chat about why you need to have a list of smart marketing words in your back pocket.
- It makes your job faster.
As biz owner/chief marketer/CEO/owner of an overflowing hat rack – it feels like there is a never ending list of marketing collateral that your business needs. The more tools you have on hand to get it done, the faster your job will be.
2. Some words are just stronger than others
When it comes to moving people to action & making sales – pairing together just any set of words, ins’t going to help you break any records.
Having a list of tried-and-true, powerfully persuasive words on hand will help you level-up your sales copy – & drive up those conversions.
In copy writing, we call that list copy swipes.
Copy swipes are essentially just a collection of emotional words, packed with persuasion – ready for you to strategically use & make your own.
The *most* effective copy swipes usually come straight from the mouth (or keyboard) of your ideal customer. (We will get to the why of that in a minute).
But I also like to keep a handy list of power words, phrases & messaging that I happen to run into – why? Because it’s usually messaging that has already been proven to work (I mean, it worked on me).
And while the methods we use to market can sometimes feel like it changes pretty quickly – the science of persuasion (& the words that move us to action) remain pretty steady.
How to *effectively* use copy swipes
Picture this: your ideal client is checking out your site – and not for the first time. She’s here because she’s been thinking about your product/services for a while.
But, not quite ready to buy – she’s scanning your website, comparing your words against similar services, against the price you’re asking her to pay.
Want your offer to come out on top?
Speak to her values
Your ideal client is comparing what you’re offering against her personal values (aka: her hierarchy of value). She wants to know that what you’re offering, lines up with the person she wants to be & the life she wants to live.
Good, powerfully persuasive copy easily communicates two or three of your target audience’s value points as she reads.
For most of us, those value points fall into 4 different “families”:
The value of function: “What task does this accomplish?”
The value of emotion: “How will I feel when using this?”
The value of a better life: “What will my life look like when I start using this?”
The value of self-preservation: “What will the other people in my life think about this product/service?”
If you can get specific about how what you’re selling answers to AT LEAST two, if not all, of those questions above, your copy is ready for bidness. 💪💪🏻💪🏽💪🏾💪🏿
(Psst – high converting copy? It’s a science. Any copywriter worth his or her salt doesn’t just guess at this stuff. Wanna run with the big dogs? Dig deeper on the hierarchy of values & read this bang-up article from The Harvard Business Review).
Mirror her voice
A client recently told me that I helped her dive deep into the foundations of her brand & fill in messaging holes she didn’t even know was missing.
Aside from being a totally brag-worthy complement (😉) – comments like that teach me how to really woo my dreamboat clients.
Because now, I have a deeper, concrete insight into how my service lines up with what my ideal client values – and I have the exact words she uses to express that back pocketed & at the ready.
Potential customers are way more likely to be on board if you can mirror their voice & join in on the conversation they are already having in their heads.
136 smart marketing words that help bring in conversions
Time to get down to the nuts & bolts.
Pepper these phrases in:
– Your calls-to-action
– Your work with me or sales page
– Your headlines
– Social media captions
– Facebook ads
– Emails & subject lines
TO USE TO CREATE CONNECTION:
Transparent (NOT authentic – if you can help it ;))
Behind the scenes
Off the record
Sneak – peek
Above and beyond
No strings attached
No questions asked
Try before you buy
Tried and true
Super secret OR Top-secret
Never seen before
Be the first
Become an insider
Limited OR Limited-time
Just XX spots left!
Spots/time running out
ENERGIZE YOUR COPY:
Decide for yourself (follow up with proof!)
What works for me
…you can, too!
Word to the wise-
Don’t let this list keep you from getting words on the page.
Let your first draft be messy, boring, maybe even down-right crappy.
Do what you can to get your idea on the page. THEN you can go back & sprinkle in these powerfully persuasive words.
One final tip before we wrap this up – these smart marketing words will take your brand message & intensify it. So if you don’t have a solid brand messaging strategy, that’s step one.
Don’t know where to start? I’ve got you. Click here to learn how to DIY your brand message.