Choose your next words very wisely…
Ok, maybe I’m being a little bit dramatic. But in all seriousness, I wanted to touch on a subject that has made a big difference for my team and the clients we work with.
Carefully choosing the right language is always a consideration when you’re writing copy, but sometimes it’s easy to forget why we’re writing what we’re writing and the effect it has on the reader.
Let’s start with an example of a call to action: “I would like to invite you to a consulting session.”
This copy has problems. First of all, the language is too common, and it won’t stand out. We need a better word than “consulting.”
Second, the language is passive. Yes it describes what the session will be, but it doesn’t tie in to the reader’s core needs. This is another consideration as we are rewriting this copy.
Third, the copy doesn’t substantiate us or the product. It is a literal request that is making an ask without giving any further value to the reader.
Here’s a better version: “I’m thrilled to offer you access to myself and my team for a personalized strategy session.”
It reads as a personal message rather than generic copy, helping it stand out in a crowded market.
It is still descriptive, but it ties in the need for strategy that most readers deal with. Consulting is a generic product, but a strategy session is both an implementation of that product and the product itself.
Lastly, we’re able to show both our excitement to work with the reader and the fact that this is not something the general public will be able to get. “Access” is a powerful motivator, and it helps your reader feel a bit more special to you.
So the next time you’re writing a piece of copy, really consider the words you’re using, and try to make the most of what you’ve got to offer. Don’t be literal without being meaningful, and make sure that you consider the reader’s interpretation of what you’re saying – make sure it excites them!