Marketing words phrases that build trust
Reducing uncertainty is only the first part of the equation when writing effective marketing copy. You’ve also got to build up trust. Here are some phrases to include in your assets to give your customers more reasons to continue engaging with you:
- Check out our testimonials page
- See our reviews (Here’s how to ask for and get more of them)
- See our resource libary
- Check out our FAQ section
- Chat live with a specialist
You’ll notice that some of the words and phrases in certain sections overlap, since they help to communication different intentions depending on context.
Marketing words and phrases that invite purchasing
People must be able to visualize how your product or services will change their lives for the better. But the focus should not be on your product or service; it should be on the value your customers will get out of it and how easy it is for them to obtain it.
- [Achieve main benefit[s] you offer] and sign up today
- How can [business name or product] help you [achieve XYZ?] Find out for yourself!
- What do you have to lose?
- Give us a shot!
- What’s in it for you? [Then answer that]
- Take advantage of this special offer
- A bargain you can’t beat
- Do you want to/Are you ready to [insert benefits of your services here]?
- See the results you want/Real results
- Achieve growth/[other ultimate benefit your customers are seeking]
- Start achieving [XYZ] with [business name or product] now
- Become [adjective your customer wishes to become] with [business name/product]
Knowing the right feelings, benefits, and achievements to put into the brackets above will depend on your knowledge of your customer. And keep in mind, your post-COVID-19 customer has changed, so make sure to do your market research!
Marketing words and phrases that encourage urgency
Running a sales promotion for a finite period of time is a great way to get people to act. Try using these words in your next time-limited offer:
- Download now/today
- While supplies last
- For a limited time only
- Save your spot
- Sale ends [Saturday]
- Act now before time runs out
- Get it while it’s hot
- Last chance
- Don’t want to miss/Can’t-miss
- Offer ends soon
- Limited-time offer
- Download now
- Call today
- [Hours:minute:seconds] left to
Even if you aren’t running a finite offer, placing the word “now” or “today” after a call to action can make a difference in how it impacts the reader and encourages them to act.
Marketing words and phrases that spark curiosity
Copywriting strives to encourage customers to engage with you on many different levels. Whether you’re using words to get newsletter signups, more visits to your blog, or to write more compelling website copy, the key is to make them curious enough to take another step. And yet another step. Here are some words to bring about curiosity and engagement.
- Learn how to…
- Get access to
The key here is not to be too ambiguous. And to actually deliver on your promise. Make the value or key takeaway clear, then invite your audience to actually get there with the help of your business.
Marketing words and phrases that connect with your audience
Relating to clients on a personal level goes a long way in winning and keeping their business. As I’ve stated elsewhere in this post, think about your target audience’s problems, goals, challenges, and ideal situations. Describing these pain points and desires helps to demonstrate to your readers—in your website, promotional emails, landing page copy, and more—that you really know them, can empathize with them, and even be the answer to their problems. Try out these words and phrases as a starting point to this approach:
- Ever wish you could/Ever wish there was a…
- Finally, a …
- At last…
- Aren you tired of…
- We get it…
- We’ve got you/We’ve got your back
- Discover what it’s like to…
- Look familiar?
- Experience a world free of…
- You deserve…
The underlying strategy with these words is the bridge after bridge strategy—the third of five effective copywriting formulas we cover in this post. The idea is to identify your potential customers’ pain points, then lead them down the imaginary road toward their new and improved self/situation made possible by your business. When people can visualize their better situation, the steps to get there become more appealing to them. To be clear, this is not a form of manipulation. It’s effectively articulating the problem your business solves or the ultimate benefit it brings to its customers.
Marketing words and phrases that communicate value
In addition to reducing uncertainty, it’s important to give that extra boost of confidence that your product, service, or special deal is worth it. Quality will never stop being important to the consumer and addressing it in your marketing and ad copy is essential:
- Top/top notch
- Best value
- Equivalent to
- Harness the power of
- [Location]’s best
- Get the most out of your money
Note that these are more broad statements of value to start with. Think about what is of most value to consumers within your niche—is it handmade? Eco-friendly? On-demand? Locally-sourced? The more specific, the better.