Words That (Make People) Click

Slivers of Nonsense to Jolt Your Brain When Communicating as a New Brand

Clearly convinced. Photo by rupixen on Unsplash

In today's competitive digital landscape

Carefully chosen words in content blocks or on meticulously colour-coordinated buttons are gold. 

If done right, they can get people to happily trade information on a contact form or stare at benefit-laden production descriptions, suddenly convinced that this is the product they need right now.

If not, quite a few departments—or a single, extremely stressed entrepreneur—will have researched, written, provided feedback and held countless calls for not a lot in return.

So, here are some of my thoughts on words that stick: the sort of copy that turns people from “Just having a look around, thanks” to “If you won’t take my money right now, at least have my email.” 

Clarity Is Key

Sounds obvious? Great. Still, it bears repeating. Directly state what your product, service or brand does for your target audience. And once you’ve told them that, tell them exactly what they should do next—usually via a readily available, well-thought call-to-action (CTA) button.

So, a quick description could be:

‘SullyCopy helps brands use the right words and strategies to attract, convince and convert potential customers interacting with their websites, social media accounts and messages’.

And the CTA could look something like this:

‘Request Your Free Copy Audit Now’.

Benefits Are More Valuable Than Features

Why make your audience work harder than they need to?

Show your audience what the valuable outcomes look like rather than just telling them to put two and two together—not everyone will come up with four, so why risk it?

‘Boost Your Conversion Rates Today’ is very likely to attract more clicks than simply ‘Find Out More’.

Create a Sense of Urgency in Your Emails

As long as you’re not spamming recipients too often, encouraging immediate action by adding time-sensitive language to email subject lines and CTAs can improve click-through rates. 

Just don’t overdo it and remember to segment your email contacts. Some of your earliest customers may not be eligible for certain offers, and having them unsubscribe in a fit of frustration may leave them missing out on more engaging and relevant content down the line.

‘Order Before June 14 for 20% Off’ is a typical CTA that can be found at the top or bottom of many marketing emails. 

John, who just signed up for your newsletter, might be thrilled. Karen, who already paid full price for your 24-in-1 device cleaner three months ago? Probably not.

Try That Again With Some Feeling

CTAs with action-oriented language will go a lot further than words that sound like gentle suggestions.

Please, create some enticement with ‘Download’, ‘Claim’ and ‘Get Something Now’. People won’t be kicking down the door to simply ‘Read More’ or ‘Find Out’.

Make Them Take It Personally

Sure, the content on your site is probably designed for mass audiences (and even this should have been chopped, changed and agonised over to appeal to your ideal customer). But emails? The least you can do is use your subscribers’ names when barging into their inboxes.

If they haven't provided you with a name upon sign-up, your best is to go with the more conversational ‘Hey there’. Nothing scares away subscribers quicker than ‘Dear valued customer’.

Use a Bit of Social Proof

If you’re a small business just getting started, using customer reviews is a surefire way to present some social proof. Have a few months of successful sales and (consensually) collecting emails? Numbers are going to help your pitch.

‘Join our 5000+ subscribers and stay up-to-date on our latest offers’ should do the trick.

Put Minds at Ease Whenever You Can

Adding a bit of reassurance above or below a CTA can help address the potential hesitations or objections of those about to offer their contact details or click through to another page on your site.

Think of the text you’ve seen when signing up for a free trial that you’ve got no intention of converting into a full membership. ‘No Payment Details Required’ or ‘Cancel Anytime’ will really take the edge off that click.

These are just quick and dirty tips for those entering the world of digital marketing or launching a business with pressing questions about getting attention from the right people.

Need a Helping Hand?

Whether it’s levelling up your existing copy, creating newsletters that won’t end up in the trash or crafting articles that get your messages out to the right sets of eyeballs, SullyCopy is here to help.