There are four secret weapons in the marketing copywriter's arsenal that can have immense power. Four words have been defined…
There are four secret weapons in the marketing copywriter's arsenal that can have immense power.
It's the most powerful word in the English language. For most marketers, It's more influential than words like 'money' and 'sex.' Your customers want to feel like you're talking to them directly and the word 'you' does that better than any other word.
Whether we like to admit it or not, we're all a bit egocentric. When promotional copy (or product descriptions / ads) focus directly on us, a powerful subconscious connection is created.
Here's an example of an online retailer who uses the word 'you' in their product descriptions to increase their conversion rate:
“The Epson ES1000 Ultra Portable Tabletop Projection Screen is the ultimate screen for mobile professionals. Whether you're walking across town, commuting by car or flying to your next destination, this lightweight, compact screen is the perfect traveling partner for on-the-go presentations. When you're ready to present, the Epson ES1000 Ultra Portable Tabletop Projection Screen's unique one-piece design allows you to set up quickly and easily on any tabletop in less than 30 seconds. It conveniently accommodates up to a 50" (diagonal) image. When it's time to shut down, the Epson ES1000 Ultra Portable Tabletop Projection Screen stores quickly and easily in just seconds.” (Source, TigerDirect)
A form of the word 'you' appears 4 times in this clever marketing copy. Notice that the narrative is focused on how this portable projector makes the shopper's life easier. It's solving a problem that most prospects have.
Take a look at all of your ecommerce product descriptions and make sure you're addressing your prospects directly. Use words like "you," "your," and all similar forms to make a connection with your customers and potentially increase sales.
When you see the word 'new' you subconsciously think improved, exciting, and I want. According to several behavioral psychology studies, new products, novel solutions, and a sense of adventure draw shoppers to products with the 'new' label.