Words That Play on Pain Points
Fear is a powerful motivator. In fact, it’s probably the most powerful
emotion when it comes to grabbing the attention of your prospects.
I’m not recommending you instill fear with threats of violence or
Godfather-esque reprisals, that definitely wouldn’t do you much
good in the world of CRO. Fear in the marketing world relates to the
fears and worries of your target audience.
There are plenty of studies out there on how addressing pain points
and offering a potential solution is the key to an increase in
conversions. Here’s one from MarketingSherpa and another
from Optimizely.com.
However, most of these articles focus on how to present the solution.
What they ignore is the step that precedes this, the act of teasing the
fear from your prospects to keep them fully engaged.
Before you present the solution, you’ve got to get the prospect
worked up about the problem they face.
So, with that goal in mind, here are a few words that play on popular
fears. Be sure to include them (sparingly of course) within your copy
to really get the most out of your audience.
Failure
Hate
Afraid
Agony
Danger
Humiliation
Alone
Vulnerable
Stress
Death
Pitfall
Mistake
Risk
Devastating
Stupid
Warning
Words that Highlight Urgency
Whilst on the subject of fear, let’s examine another popular
psychological theory that influences many conversion campaigns.
The fear of missing out.
A lot of the advice online tends to focus on highlighting the benefits
of a product or service. That’s great, but think back to the last sale
purchase you made and ask yourself if:
1. The benefit of gaining the product was the driving force
behind the purchase
2. The fear of missing out on the deal drove you to commit to
buying
The fear of missing out is far more powerful than the benefit of gain.
It’s something that’s been studies dozens, if not hundreds of times
and proven to be true.
One of the most interesting studies was conducted in 1975 and asked
participants to value the cookies in two different jars. One jar had 10
cookies, the other only two.
Despite the cookies being identical, those in the near empty jar were
valued more highly.
It’s strange, but that’s how we react to items that are scarce. We
immediately place a higher value on something of which there is a
lower quantity. The thought that we could potentially miss out on
getting our hands on that perceived higher value product is enough
to push anyone into action.
Scarcity has been one of the golden rules for conversion
optimization for some time now. So what sort of words can you use
to highlight the scarcity of your product thus increasing desire?
Now
Hurry
Quick
Limited
Running Out
Fast
New
Deadline
Last Chance
Final
Never again
Expires
Everyone Loves an Exclusive Deal
Building on our little foray into scarcity tactics, let’s take a dive into
the world of exclusivity.
We all seem predisposed to want what we can’t have. Ever noticed
the most popular clubs all have exclusive door policies? Wondered
about the disproportionate price hike that accompanies an exclusive
brand logo despite the quality being of negligible difference? Or the
rumored benefits and connections accompanying exclusive societies
and clubs?
Often, these exclusive offerings offer no greater benefit than
pretentious bragging rights. People want to feel as though they’re a
member of a small elite group. It’s a minor power trip that, if we’re
being honest, we’d all revel in if we could.
Adding an exclusivity element to your copy increases the perceived
value. It signals higher social status as it’s only available to the ‘few’
giving the bonus of being rather unique.
Clothing brand Gustin have exploited exclusivity to great effect with
a crowdsourcing approach to production. After announcing a
potential product an initial backing fee period is opened. If the
financial target is reached, all those who backed the project can
expect to receive their very own product.
However, once that target has been reached and product shipped,
that project is over. This lends an element of exclusivity to each
products. Not only are you going to receive a well made product, but
you’re also now a member of a very small group of people who did.
It’s a great way to exploit our want for an exclusive product and has
helped Gustin become a desired name in mens fashion.
So what sort of words can you include in your material to play on
the consumer’s want for an exclusive product?
Members Only
Ask for an Invitation
Be one of the few
Become an insider
Be the first to hear about…
Only available to subscribers/existing customers
Limited
Class full
Login required
A Little Reassurance is Always
Appreciated
One of the biggest conversion killers is a shortcoming in the trust
department.
There are so many sites around nowadays that it’s difficult for
consumers to know who’s trustworthy and who isn’t. In fact, 77% of
online users worry their data is going to be misused in some way.
Fear mongering, scarcity, exclusivity and any other triggers you
employ are all well and good. But if you can’t get your potential
customers to trust you, then what’s it all for?
Of course the primary trust building elements will include various
trust seals, guarantees or testimonials. But what words can you use
in your copy to bolster the claims made in these areas and reassure
your prospects that you’re a trustworthy brand who’s not going to rip
them off?
Lifetime
Guarantee
Authentic
Certified
No obligation
Dependable
No risk
Proven
Secure
Verify
Safety
Backed
Endorsed
Protected
Unconditional
Money back
Genuine
Clandestine Approaches aren’t Wrong,
They’re Sexy
Most of us never really step on the wrong side of the law. We follow
the rules and ensure that everything we do is by the book. An
admirable trait no doubt, but there’s always an attraction to the other
side of life.
In fact, nearly everyone has some curiosity in those who choose to
live their lives by less than legal measures. There’s a curiosity there,
one which is a powerful allure to all of us. And it’s something that
can be used to increase the effectiveness of your copy.
I’m not advocating any illegal methods or the breaking of any laws,
rather the exploitation of human nature’s natural curiosity for rule
breaking.
To help build a little intrigue, try utilizing some of the following
secretive words that bring to mind forbidden methods.
Secret
Confidential
Private
Forbidden
Controversial
Confession
Backdoor
Insider
Two Words Necessary in Any Approach
Whether you’re playing on fear, inciting urgency or presenting the
image of a somewhat clandestine offer, there are a few words that
can help add that extra punch to your copy.
You
I shouldn’t need to explain this one. Good copy is always written
with a single person in mind.
Consumers don’t want to feel like just another member of the crowd.
They want to feel valued, the first step to achieving this is to talk to
them as an individual.
When you’re writing copy for email lists you can go one step further
and use their first name. Studies have shown hearing your own name
causes your brain to activate and should cause your audience to
become even more engaged in what it is you’re saying to them.
… Because…
One of the greatest words in the English language when it comes to
persuasion.
If you want someone to take an action, you need to explain to them
why they should do it.
Robert Cialdini conducted an experiment on the effect of providing a
reason for an action. The test measured the willingness of those
waiting in line to let another person cut in.
The experiment had three steps. In each, the person attempting to cut
in would approach those in the line and ask them if he could use the
machine first.
In the first step he simply said, “Excuse me, I have 5 pages. May I
use the Xerox machine?” which received a 60% success rate.
Step two saw the introduction of a reason, “I have 5 pages. May I
use the Xerox machine because I am in a rush?” receiving an
impressive 94% success rate.
The final step saw the reason lessen in importance, “Excuse me, I
have 5 pages. May I use the Xerox machine because I have to make
copies?” which still received a very respectable 93% success rate.
People won’t take action unnecessarily. They want to be able to
justify why they have done something so be sure to give them a
reason.
