The One Most Important Word in AdCopy
In every aspect of our internet marketing, we are needing to grab and hold our reader's attention, from the first line they see in Google AdWords, our Facebook page, or our blog posts, to the capture pages, email follow-up, final call to action next to our "purchase now" button, and anything else in between.
We must constantly be aware of the words and phrases we use, so as not to lose our prospect at any point in their journey. We must keep them moving forward. There are definitely lots of AdCopy secrets, but I want to touch on one in particular in this article.
The most common words we are taught to use are "you" and "free." These are meant to connect with the reader, and incentives. There are also many other "grabbers," such as "reveal, discover, skyrocket, swarms, goldmine, proven, killer, secret", etc. But, did you know a word that is even more powerful than those?
Do you know why? Because, people need a reason. People need a reason for everything they do. If they do not have a reason, they just will not do it. Period. You must paint a picture as to why they need to do what you are asking of them.
Why them? Qualify them as your prospect.
Why listen to you? Credentialize yourself.
Why that product / service? Specific benefits.
Why now? Urgency and scarcity.
Why that price? Value and / or special offer.
Because, because, because!
The more reasons you can list, the better. Specific, vivid reasons will give people an emotional and logical connection to what you have for them. Then, direct your readers with calls to action, and watch them follow your instruction, because you are a leader, and because you've made them a valid reason.