When customers feel like they are valued enough to be granted access to products and services that the average consumer doesn’t, they may be more likely to purchase. If you’re offering a deal specifically to your best customers or to a select number of people, you can use words like “exclusive,” “select,” and “limited” to make an opportunity seem more special. Spotify is able to encourage users to access their Spotify Discover Weekly playlists based on that fear that they’ll miss out on something great if they don’t. But instead, each playlist is only accessible for one week. The company could easily just create one personalized playlist and update it every so often. In fact, fear of missing out (colloquially known as FOMO) has become a wildly popular concept for advertisers to tap into.įor example, popular music streaming service Spotify offers weekly playlists for its active listeners based on their specific tastes and listening habits. That’s where phrases like “limited time” or “don’t miss out” come in. Some words may do a great job of conveying your message to customers, but don’t really do much to convince them to take action. Words That Create a Sense of Fear or Urgency The company could easily just charge slightly lower prices and make customers pay for shipping instead. While any words that describe some kind of promotion or discount can relay to customers that they’re getting a great deal, nothing is quite as powerful as “free.”Īs an example, e-commerce companies like Wayfair often use free shipping as a way of enticing customers. There are also words like “free” and “discount” that naturally resonate with customers because they automatically make a purchase look more attractive. And that’s certainly more likely of interest than an ad for whatever product Amazon would like to move on any particular day. So instead of saying “New in Books,” Amazon makes it all about YOU-the customer. They only care about Amazon when it comes to what the company can provide for them. But customers don’t care what Amazon wants. We all know that Amazon has many different product categories, and there are likely certain ones that their marketing or sales department would like to really push. If you’re a frequent Amazon shopper or Prime member, for example, you’ll find “Recommendations For You” on their home page. One of the best things you can do when creating copy for your brand is to put things in terms of “you” instead of “I” or “we.” In other words, speak directly to your customers about what they can gain from doing business with you, rather than explaining what your business does.Īmazon does a great job of wording its copy with the customer in mind.
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