Starting an Online Business All-in-One For Dummies®, 3rd Edition

Moved to Purchase: Turning Words into Action

After you identify the actions you want customers to take, it's time to choose the words that elicit those responses. Choose words and phrases that accomplish these tasks:

• Evoke a feeling: Decisions to make a purchase are often influenced by emotions. Words that help conjure those emotions and feelings are more likely to get a response. Keep in mind, however, that someone shopping for plain paper napkins isn't emotionally connected to the purchase. In this case, a straightforward explanation of the product probably works best.
• Grab attention: Some words naturally cause people to momentarily pause when they read them. STOP! Don't go further until you read the next sentence, for example, is an effective way to get your customer's attention long enough to introduce the next level of information. And don't forget FREE! — one of the most popular attention-grabbers.
• Identify a problem: Customers are looking for products and services that answer a need. They're drawn to words that describe the problems they're trying to solve.
• Contain buzzwords. Every industry and consumer market has keywords or keyphrases that are part of that market's lingo, such as cross-platform or solution-driven. When you talk the language, your customer is more likely to hear what you're saying and respond.
• Offer assurance: Customers want to feel good about their decisions to buy your products or use your services. When you use words that offer comfort or reinforce ...