How to choose the right words and syntax
Customers believe that marketers were unable to fill this space with additional benefits.
Help prospects imagine using your product or service.
A chair seems softer when the words “chair” and “soft” are closer together.
These actions feel like they're still happening.
Concrete examples (e.g., leftovers) are more persuasive than broad examples (e.g., food).
Add variety in written copy by alternating phonemes, word lengths, sentence lengths, and emotional content.
Negative frames instill a mental image of the negative event.
Help them simulate your product experience.
Each word will strengthen activation for the related words.
People like new stuff merely because it's new.
1:58 PM feels sooner than 2:01 PM
A "more" percentage feels like an "of" percentage.
Touchable cues activate your muscles, making nearby actions seem easier.
Brands seem superior when they specialize in features.
Buttons feel more clickable when they appear physically closer.
When users look at a button, they imagine taking this action. Nearby positive statements trigger a more pleasant simulation of the action.
While reading verbs, you simulate the depicted motor actions.
Choose concrete words that depict a vivid image of the next immediate action.
Emojis are less persuasive when they replace the verbal message.
Roles are more persuasive than actions because they describe permanent benefits with implicit social cues.
Depict a hypothetical scenario of the desired action.
Something just feels right, and we attribute this feeling to the semantic meaning.
Hospital staff were more likely to wash their hands when a message framed the benefits toward patients (vs. themselves).
Arrange your words so that only one interpretation is possible.
If customers believe you are trying to persuade them, they fight and resist this attempt.