If you search the web for the most powerful words used in marketing, the most cited word, as you might guess, is the four-letter F-word, “free”. Certainly, the word free can get customer attention but is it really effective in making sales?
The F-word is so overused these days, that we almost automatically tune it out. We know that any e-mail which starts with “FREE” is spam and any web banner ad that yells “FREE!” is a waste of time. We also know that nothing is really free, there’s always a catch. Free will get attention, but it’s never taken seriously.
As a business, it’s important to remember that your customers are not looking for free. Rather, they’re looking for good value for their money.
When a business has to discount its products, especially to the point of giving something away for free, that’s evidence of failure. Discounting and giveaways are the penalties a business has to pay for failing to set itself apart from its competition. If you compete on price, there’s nowhere to go but down.
One key to copywriting is to avoid the cliché phrases and use the right words for your customers and your brand. You need to speak the language of your customers not that of your marketing department.
For example, Apple products are all about style. Apple uses words such as: all-new, great-looking, beautiful, gorgeous, stunning, ultimate, amazing, fun, seamless, sleek, smaller, lighter, thinner. These words are more commonly used to sell fashion rather than electronic devices.
Word choice should be positive, reaffirming terms that trigger the emotional response you want to generate. This response can help create the value that customers are looking for.
Some quick examples off the top of my head:
• A business photographer might be better served with, “If you rely on us for your business portrait then you can be confident you made the right decision,” rather than, “Buy one portrait, get the second FREE!”
• A public relations photographer might say, “Depend on us to cover your next event because our expert photography is proven to win reader attention and extend the reach of your message,” rather than, “50% off our normal rate.”
• A wedding photographer could say, “When your wedding is about love and romance, our timeless photography is the luxury your dream day can afford,” rather than, “Book now and get an 8″x10″ engagement photo FREE.”
Fine-tuning your marketing message(s) is always a work in progress. This message is not so much about trying to get attention, such as by yelling “Free”. It’s about trying to help your customers find the value they want.
