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May 29

Hard Sell vs. Enchantment Words for Relationship Development in Copy Writing

SoftTopicCopyWritingSecrets.com authors Judith Sherven and Jim Sniechowski in an interview with David Steele of BuildingYourIdealPractice.com identify the following top 10 “hard sell” words. These words should be taboo in copy writing intended to develop a relationship with the reader. They especially don’t work in care giving or service professions where one is trying to build trust with vulnerable people. These words are aggressive and hyper-macho:

  • Turbocharged
  • Knockout
  • Secret weapon
  • Dynamite
  • High voltage
  • Mind-blowing
  • Kick butt
  • Take no prisoner
  • Killer
  • Insane

In contrast, “enchantment” words come in two flavors. The first speak to the product you are offering:

  • Free
  • Easy
  • Step-by-step
  • Proven
  • Secret
  • Save (time, energy, money, etc.)
  • New (or fresh)
  • Private
  • Special
  • Guaranteed

Enchantment words that speak to the person include:

  • Love
  • Health
  • Safety
  • Breakthrough
  • Solution
  • Trust
  • Connect (or connection)
  • Heart
  • Discover

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