Tag Archives: networking

7 words that engage readers – a tip from the Gloucestershire Copywriter…

I was excited when NLP specialist Paul Goddard offered to share seven powerful words with us at Win-Biz Networking recently.

What Paul said resonated with me – I’ve been aware of this for a long time and regularly use these (and other) powerful words in my copywriting. Persuasive copy, containing powerful subliminal messages, needn’t be restricted to ‘high pressure’ American-style sales letters. Used judiciously, the seven ‘magic’ words have an important place in B2C and B2B copywriting – and the written communications we use every day at home or work.

So what are these amazing words?

  • Because
  • Now
  • Imagine
  • Please
  • Thank you
  • Control
  • The name of the person you are communicating with

seven words that will improve your writing

 

 

 

 

 

 

 

 

Let’s consider them one by one.

Because

Paul used the oft-quoted example of the 1970s research involving a photocopier queue, and how the researcher’s ability to jump the line increased markedly when they added ‘because I need to make copies’ to their request. This is sometimes referred to as ‘the photocopier effect‘.

The lesson? Whether in written or spoken communication, using because strengthens the persuasiveness of your case. It could be on your website homepage or your next email. Either way, used with subtlety, this is a powerful word.

Now

As every direct-response copywriter knows, now adds urgency and encourages action from the recipient of your message.

Try it – NOW!

Imagine

This, as John Lennon’s songwriting has proved for decade, is a wonderful tool for getting someone to think ahead and envisage a scene, a benefit or a feeling. By asking your reader to imagine something, you can put any idea into their head.

For instance, imagine a bear on a jet ski, or the time you’ll free up for other business tasks if you hire a professional to do your copywriting. (And please note how the latter example is so much more useful for your business than the first one!)

Got it? Great! Now imagine using this technique in future.

Please

Because basic courtesies still matter. You’d say please in conversation, so why on earth wouldn’t you do so when you write.

Please remember this next time you write.

Thank you

For the same reason as above. Thank you!

Control

Another subtle one to be used with discretion. We all like to feel in control, especially when we’re trying something new or being asked to make a commitment. That’s why, as writers, it makes sense to remind your reader that they are in control.

They will have control. And so will you.

Use their name

I don’t mean for every other word as is so beloved of sales people who are trying too hard. What I mean is the judicious use of someone’s name to personalise your communication. When Paul Goddard spoke to us he was using the example with reference to spoken communication, but the same applies to writing – by addressing a spec-approach to a named individual , rather than to Dear Sir/Madam, for example.

In copywriting, where you don’t know the names of all the people who are reading your brochure or website page, you achieve a similar effect by using ‘yo’u and ‘your’s in your copy. It ties in with the idea of writing as we speak, of communicating directly with the person who is reading your copy at that moment. As well as personalising your message, use of more ‘you’ than we, emphasises that your message is more about your reader than you. That’s important.

You will do this in your writing won’t you.

Start using these powerful words today

So there they are, seven powerful words that you can start using today to enhance your written and spoken communications and give you subtle control – that’s because they work.

It takes practice to deploy them effectively in your business writing. That’s why an experienced marketing, technical or SEO copywriter might be your new best friend. If you don’t have the time, special skills or inclination to write your own SEO copy, brochure content or client case studies, imagine  the benefit of some professional help.

If that’s the case for you, please contact me now. In any case, please leave a comment after this post and tell me which words you find most powerful when you communicate – and why.

Thank you!

is an experienced Gloucestershire based copywriter specialising in Marketing, Web/SEO, technical and PR copywriting.

Martin Clarke OBE to speak at WinBiz Networking Supper – 22/1/14

Readers may recall my earlier announcement that the WinBiz Networking Group is holding its second quarterly evening event at Nailsworth’s Egypt Mill from 18.00 on Wednesday 22 January 2014. Our original guest speaker was chauffeur-butler David Keffler, but unforeseen personal circumstances now mean that his appearance has been postponed.

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I’m delighted to say that Martin Clarke OBE, the ‘concrete superhero’ chief executive of the British Precast Concrete Federation (BPCF), has kindly agreed to do the honours instead. Martin, who was awarded his OBE in 2013 for services to the concrete industry, was our group marketing manager when I worked at ARC Group Marketing in the 1980s. As such, he is one of the mentors who has shaped the Al Hidden Gloucestershire Copywriter that you all know.

At Win-Biz, we’ve had our eyes on Martin, who is based locally in Wotton-under-Edge,  as a guest speaker for some time. Now it seems that fate has brought forward his involvement and we’re all very grateful that he has agreed to help out. I’m doubly thrilled because I shall be fulfilling an ambition to do a celebrity interview as I look back at a career in concrete with Martin and tease out some enlightening lessons for local SMEs.

Martin is a fascinating speaker with an encyclopaedic knowledge from a stratospheric career in the anything-but-boring world of concrete. To reserve your place at next week’s event (with payment of £15.00 for visitors on the night), please book on the Win-Biz Networking website.

I, and the rest of the Win-Biz team, look forward to welcoming you to an evening of networking with like-minded business folk, a delicious buffet supper and Martin’s talk as the evening’s centrepiece. It’ll be a great night.

winbiz
is an experienced Gloucestershire based copywriter specialising in Marketing, Web/SEO, technical and PR copywriting.