Certain words amplify your copy’s potency. How do we know?

We know thanks to direct response copy.

Direct response copy aims to get prospects to do something immediately – like clicking, subscribing or buying. As such, direct response copy’s results can be measured.

Direct response copy can also be tested: you can run two sets of copy simultaneously and, by monitoring results, you can work out which is best.

Copywriters have been ‘split testing’ their copy for decades now. And we’ve realised certain words have the power to get people to pay attention and act.

Here are three such words.

1. New

The word ‘new’ promises readers new information. And, as humans, we’re evolutionarily wired to pay attention to new information – because doing so helped our ancestors first survive then thrive.

So if you can tell your reader something new, do it.

It’s a very simple way to attract attention.

2. You

The word ‘you’ (or ‘your’, or other variations of the second person) doesn’t just get people’s attention.

It keeps people’s attention.

That’s because us humans are largely self-interested. We’re therefore far more likely to pay attention to copy that mentions us repeatedly. 

More than a few copywriters fail to grasp this – and insist on running lines like ‘we’re passionate about cleaner dishes.’

The mistake is easy to rectify. ‘Your dishes. Cleaner.’ depicts the reader in the copy, which makes things more engaging.

3. Free

Very few people actively seek out marketing communications.

People will, however, seek out something that’s free. Which is why using the word ‘free’ in your copy is so powerful.

Of course, using the word ‘free’ usually means you have to give something away. Direct response copywriters realise, however, that giving something relevant away almost always pays for itself thanks to a combination of the reciprocity principle and the halo effect.

New, you and free. They’re three words you can use to remedy failing copy.

Of course, putting the theory into practice isn’t always easy.

If you could do with a hand, give me a shout.