What Words Should NOT be Used in an Email Call to Action?

Have you ever heard of resistance words? These are words like “cost”, “pay”, and “price” that should be avoided when crafting an email or call to action. While this may seem like common sense, many marketers still overlook this concept. To help you out, here’s an example of how you can phrase your call to action without using these words: instead of saying “Pay only $78 and this hardware is yours to keep”, you could say “Your total investment in this state of the art software is a mere $97, a drop in the bucket for the level of quality you will be getting.” Remember, it’s not just what you say but how you say it. Keep this in mind when crafting your emails and calls to action.

The article discusses the importance of using the right language in marketing and sales emails to your audience. It advises against using resistance words such as “cost,” “pay,” and “price” in promotional material or call-to-action statements. Instead, it suggests using language that emphasizes the value or investment the customer is making, such as “your total investment is a mere $97, a drop in the bucket for the level of quality you will be getting.” The article highlights the significance of appealing to the identity and values of your target market to create a deeper connection and increase sales. It recommends reading the book “Made to Stick: Why Some Ideas Survive and Others Die” by Chip and Dan Heath for more examples and principles on creating memorable and effective marketing messages.

In marketing, it is important to appeal to the values and identity of your target audience. By understanding their motivations, frustrations, desires, hopes, and dreams, you can create copy that resonates with them on a deeper level. This means going beyond demographics and tapping into the core values of your audience. By doing so, you can build a stronger connection and generate more sales. It is also important to avoid using resistance words such as cost, pay, and price in your promotion. Instead, focus on the benefits and value of your product or service.