Can one word change the way you feel about doing an action? Can a word result in you taking an action or just ignoring it all together?
There is a term called “clickbaits” on it, which is rampant on social media. Marketers often used enticing headlines and catchy titles to entice users into clicking on a link. It is often said that users would click on a link even if a single word entices them. It is all about creating a connection with the end user and even a single word can do it. Just like how visual content increases conversion rate.
“Join us!”, “Stay Updated”, “Sign up!”, “Subscribe”. are some words akin to a newsletter subscription email that most of the people come across. They all serve a single purpose, enticing consumers to share their email. However every word has a distinct effect on the consumer.
It is a known fact in the content marketing arena that each and every word that you choose can change the outcome of the whole content. The difference between “Join Us” and “Signup” might seem negligible on paper as they hint towards a same action, but it could result in a person enlisting to a newsletter or not.
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Just take a look at an example:
Car bumps into a pedestrian, injuring the latter.
Car smashes into a pedestrian, injuring the later
Technically both describe a car accident, but paint a different picture in the mind of the reader, just because of a use of a single word.
Recently, social psychologist Ellen Langer did a social experiment, where she asked other users if she can cut the line for using a xerox machine. She used different ways of asking and came up with an interesting analysis.
When she said, “Excuse me, I have five pages. May I use the Xerox machine?”, then 6 out of 10 people said OK. But when she said, “Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?”, then 9 out of 10 people said OK.
This means just by using “because”, she was able to increase the outcome to positive by more than 50%.
Researchers have found that our brains are hardwired to certain words and act in a particular way when we come across them, so when someone says “hurry”, we automatically feel the need for urgency.
Just take a look at the following picture. Which of the below shape do you think is known as Saluma and which one is called Makarete?
Most of you would have thought the first shape is known as “Saluma”, while the second shape is called “Makarete”. This is because in our brains “Saluma” sounds like something denoted for round and curvy shape, while “Makarete” sounds like a hard and pointy thing.
A single word has the power to change the meaning and motivation. It can surely result in increasing or decreasing your conversion rate. And on social media where exposure of your content is very limited, each word counts.
Now it must be going through your mind that, if a single word can make such a huge difference, then which words should you use?
Let us take a closer look:
As already mentioned in this post, directing something at the consumers and offering a reason for it, will surely capture the attention of the consumer. It is a known fact that personalization increases conversion rate, which is why using words like “you” has a positive impact on the consumer.
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Additionally giving a reason to someone for doing something will ensure that they really do that thing. Important thing to keep in mind is that the reason does not even have to be important. Therefore the words that you should always include in any form of copywriting are:
It is often said that most of the consumers only go through the whole content (be it email or article), if they find the headline/subject line interesting or catchy. There you must use words that capture the attention of the users in headlines and subject lines. These include:
When you want to entice someone to signup or subscribe for something, it is always advised to make them feel welcomed or assimilate them. Another way to entice them is show a sense of urgency or exclusivity, which will make them rush into the decision. Such words include:
Studies have shown that the effect of offers and promotions can be multiplied if you create a sense of urgency. When people see that there is only a limited time available on an offer, they would not think twice before redeeming the offer. Some of the words that you can use are:
The fact of the matter is that the content on this page must generate trust factor among the reader, which is why it is crucial to use words like:
Large brands and enterprises have been using such words for a long time for enticing their consumers. Content marketing is an art of using words to your benefit in such a way that it not only reaches the prospective user but also entices them into taking the necessary action.
It is seen time and again that a sentence can alter the emotions of a user if you merely alter a few words. So the next time you create a content marketing plan, incorporate these words for maximum results. Also tell us in comments other words that work wonder for you.
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