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I'm going to let you in on a sales copy secret.
And it's that your readers aren't always motivated by the triggers you might expect.
For instance, most human beings have big dreams for themselves.
But they don't always prioritize those dreams.
Instead, they often put their dreams on the back-burner -- especially if something else comes up that appears to need tackling more urgently.
(This is particularly the case for women, who've historically been penalized for acting in ways that society labels as "self-serving", and trained to prioritize the needs of others over their own...)
As a result, many people put off trying to achieve their big personal goals and dreams until some other day, located vaguely in the future...
how This has implications for your sales copy
Consequently, certain words and phrases commonly used in sales copy aren't always as effective as you might think.
The word "could" is a prime example of this.
I often see it used in phrases like those listed below:
- What if you could work from home and run a business that fulfills you?
- Imagine if you could attract high-ticket clients while working less than 30 hours a week from any destination you choose...
While these phrases DEFINITELY aren't bad sales copy, they could nonetheless be improved.
That's because using the conditional here -- "could" -- doesn't pack as much punch or carry as much urgency as other options.
Using the present tense, for instance, would give the copy more immediacy and impact:
- Imagine working from home and running a business that fulfills you...
- Imagine attracting high-ticket clients while working less than 30 hours a week from any destination you choose...
But to really add in the urgency, there's another option too...
Sales copy that compels a SOLUTION
By scrapping the word "could" and reworking your copy to use the words "should" or "deserve", you can instantly inject it with more urgency.
That's because these two words will make your copy about something that's MORE than a pleasant daydream.
Instead, these two words will make your copy about an injustice that's calling out to be FIXED.
Take a look at the following examples:
- You deserve to be able to work from home and run a business that fulfills you
- You deserve to attract high-ticket clients without working 10-12 hour days and being chained to your laptop screen
- You shouldn't have to be tied to an office that values "face time" and staying till past 6 PM over the actual quality of your work
When you use the words "should" and "deserve", you emphasize that this isn't a fair situation.
That this isn't a situation which should be permitted to continue.
And that this is a situation where something needs to CHANGE.
As a result, with no artifice, fake scarcity or sleaziness, you instantly inject your copy with more urgency and impact.
Try using one or both words in your next call-to-action, email sequence, or piece of sales copy, and see how people respond!
Got more questions about sales copy? Ask them in the comments!
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