By Marcus Roth, Simplicity Lone Beacon’s Senior Director of Data, Automation & Content.
Copywriting is an art that requires the use of carefully crafted words to communicate a message effectively. One of the most important aspects of writing marketing copy is specific word choice. The words you choose can impact the effectiveness of your message and the way it is perceived by your audience, subconsciously as well as consciously. There are two types of language that can be used in marketing copywriting: challenging words and inviting words.
Challenging words are those that require more mental effort from the reader to understand or words that conjure challenging scenarios based on their connotation in general western society. The use of challenging words can convey expertise and authority, but it can also be alienating to some readers. Inviting words, on the other hand, are those that are simple, easy to understand, and resonate with the reader on an emotional level. They are welcoming to a broader audience.
When it comes to headlines, the words used can make a significant impact on the reader’s attention and interest. Here are some examples of effective and ineffective words to use in headlines:
Effective Headlines:
“Discover the Secrets to Boosting Your Productivity”
This headline uses the word “discover” to create a sense of intrigue and anticipation. It also uses the word “secrets” to convey the idea that the article contains exclusive and valuable information that the reader will not find elsewhere.
“Unlock Your Full Potential with These Simple Strategies”
The use of the word “unlock” implies that the reader has hidden potential that can be unleashed with the help of the article. The word “simple” reassures the reader that the strategies are easy to follow and implement.
“Join the Movement to End Plastic Pollution”
This headline uses the word “join” to create a sense of community and encourage the reader to take action. The phrase “end plastic pollution” is emotive and taps into the reader’s desire to make a positive impact on the environment. Without being an expert in environmentalism the reader can quickly understand the turn of phrase.
Ineffective Headlines:
“Increase Your Output with These Pro Tips”
This headline uses the word “Increase” which can be seen as a challenging word as it implies a technical, big brother-y, monitoring of your output. Increase also doesn’t really guarantee a LARGE increase either. If I stop and but .5 a gallon of gas in my car, I have increased my millage I can travel before the next gas trip but given all the time and effort it takes to generate that increase, it likely wasn’t enough. It wasn’t a satisfy increase.
The use of “pro” can also alienate readers who do not consider themselves professionals.
“Boost Your Cognition with These Cognitive Enhancers”
The use of the word “cognition” may be unfamiliar to some readers and can be seen as challenging. The phrase “cognitive enhancers” can also create a negative perception for some readers who may associate it with drugs or supplements.
“Combat Insomnia with These Advanced Techniques”
This headline uses the word “combat” which can be seen as confrontational and create a sense of stress or anxiety for the reader. The use of “advanced techniques” can also create a perception of difficulty or inaccessibility. Most people do not want to use “advanced techniques or technologies” because they presume, they need a level of experience or understanding they do not hold. If your headline is targeting a niche expert group of people, then this phrase may become a benefit and not a challenge!
In conclusion, the language used in marketing copywriting can make a significant impact on the effectiveness of the message. While challenging words can convey expertise and authority, they can also be alienating to some readers. Inviting words, on the other hand, can create a more inclusive and welcoming message that resonates with a broader audience. When it comes to headlines, it’s essential to choose words that create a sense of intrigue, anticipation, and emotional connection with the reader. By using effective language in marketing copywriting, you can create a powerful message that engages and motivates your audience to act on your calls to action.
About the Author: Marcus Roth is Simplicity Lone Beacon’s Senior Director of Data, Automation & Content. Marcus has a unique experience in B2B and B2C start-up companies ranging from enterprise-level market research of Artificial Intelligence to self-defense eCommerce products. His experience in AI market research brought him, and his research, to INTERPOL, The United Nations and Harvard University.
