Words With Hyphens That Work Well in Copy and Why
Words With Hyphens That Work Well in Copy and Why
This is a tips article on writing copy that sells, words that work for you. Everyone knows that what you say about your product or service can swing the difference between ho-hum and aha! and get you those sales. But not everyone knows that just jamming your copy with buzzwords and keywords may not have the effect you want – getting your readers to admire your product, accept your claims for it, and act to get it.
The secret I’m going to reveal to you is how words with hyphens work on the reader and therefore some words and phrases you need to use to make your copy sizzle. Words with hyphens make an effect not just because of what they say but because of how they look. Words that have hyphens draw the eye along and keep people reading. Everyone wants to get to the end of the word, the end of the sentence, the end of the story. That’s the principle behind hyphenated words. It’s important because the point of every part of a piece of copy is to keep people reading on until they’re ready to clip the coupon, lift the phone or click the link to buy.
Here’s a dozen hyphenated keywords for copywriting: award-winning, easy-to-use, fool-proof, make-or-break, must-have, no-questions-asked, no-risk, no-money-down, plug-and-play, quick-and-easy, ready-to-go, world-class. You can easily find many others by studying copy you read on the net or that drops through your mail.
These hyphenated words all have one thing in common. They describe something. They’re adjectival, to be grammatically precise. But they don’t just give information about the features of your product. They interest, intrigue, excite, reassure, guarantee and convince. They hit all the right buttons, answer all the questions in the reader’s mind before you’ve maybe even named your product or service, let alone asked for the sale. The hyphens increase the effect by joining the words together. Hyphens are verbal starbursts, golden starbursts that go off like explosions of emotion as the reader reads on.
If you haven’t been consciously using hyphenated words in your copy, you can easily and enjoyably get used to writing sentences using whole strings of them. Sit round the kitchen table and see who in your family can make the longest sensible sentence using words in the list and others. Enjoy!
Here’s an example from a real piece of copy I wrote. “Harness the fantastic POWER of high-powered marketing materials to Win Clients, Build Relationships and Achieve a market-leading reputation as the No. 1 source of top-class…staff for the…industry!”
So much of what we read in copy seems obvious until someone points out the skill and judgement required to select the words that are going to work best to propel the reader along to the point of sale. It’s like picking the right needle for a thread or the right spanner for a nut. So go pick out some hyphenated words for your next piece. They’re often the right tool for the job!
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Discover the Secret of Writing Great Headlines by Reading About Earthquakes
Make a great start on your sales page with the right headline and they’ll keep reading to the end. If they read to the end, they’ll more likely buy
Here’s a copywriting tips article to show how words can work for you to help you sell on the internet.
When a person hits your sales page, they’ve already made several decisions — the decision to search for a product or service like yours; the decision to search the internet for it; and — most important for us internet marketers — the decision to look at your sales page.
The trick is to keep them reading through to the end and make the decision that counts for you — the decision to take action i.e. buy.
The key to that is to grab their attention and pique them to keep reading until they reach the point when they are sufficiently informed and motivated to buy.
And the key to that is to start with a great headline
Consider these examples. Small earthquake in Bolivia. Nobody hurt. Massive Earthquake Rocks Bolivia! Thousands Feared Dead! No prizes for guessing which headline would likely make you want to read on, especially if you knew someone on vacation in Bolivia.
Now consider these:
Brown Windsor Soup. How to make a tasty soup from olde England. Get my FREE recipe.
How to Make the World’s Tastiest Soup. Wow Your Friends and Family with Something New for New Year! Get my Quick-to-Make Recipe with my Easy-to-follow FREE e-book!
What’s good about the first headline? It’s straight, factual, pretty objective, clear and short. Not bad— as far as it goes. So what’s wrong with it as a headline for a sales page?
First off, brown is not an attractive color to many people. So why mention it unless you’ve absolutely got to? Then Windsor means nothing to most people. It might be Windsor, Ontario or Windsor, England. Who cares anyway?
The second sentence is better, but unless you’re marketing to people who are interested in England, the only word that does a good job in that sentence is tasty.
The third sentence is the best. It contains a call to action – get. And it also says there’s no risk. The recipe is free. But even that sentence doesn’t do the job of selling, because it doesn’t say what the buyer’s really going to get from your recipe. Even though they’re not paying anything, they want to get something out of your recipe – and that’s more than a tasty soup. It’s all benefits of a great meal.
So why is the second headline better?
First off, it starts with how to. Many, many people search the internet to find out how to get something or do something. That’s why How to… products are among the best sellers. Second, it makes a big claim: the world’s tastiest. Third, the headline offers a way to impress and delight people who are dear to you. We all need the approval of friends and family, don’t we? Friends comes first because someone might say that your family will eat whatever you cook, but friends might be more critical. Meet the objection before they raise it. Fourth, the word new is a powerful selling word, especially for food. New for New Year also suggests it’s a good time to serve an unfamiliar soup, and that you’ve taken the trouble to make one. See how this headline keeps adding value to the product, and making the reader want to know more. And the more they read, the more likely they are to buy.
Sentence three strengthens the message by adding some of the key features that help sell any product. It’s quick, easy and free. Quick and easy are big pluses for any product, especially for ones around the home, where what people want above all is quality time with their family and friends, not doing chores.
So juice up your headlines. Make a big promise. Promise results people really want. And make the promise risk-free. Remember. No one’s interested in small earthquakes – especially when no one gets hurt!