Someone once said, "We judge
ourselves by our intentions, but others judge us by our actions."
Being a writer, I'd like to paraphrase
that sentence by changing "actions" to "words."
Read it again: "We judge ourselves by our intentions,
but others judge us by our words."
This is not to say that actions
don't play a major role in the way others think of us, but
in the world of marketing communications, words are everything.
Selling on the web, in particular,
is all about words. Since you can't speak to the person face-to-face,
what you write is how you and your products are judged.
Are your words warm and friendly?
Or are they stilted and dry like corporate-ese? Are there
too many words … or not enough? Have you used words that
are full of hype? Or do your words sound credible, sincere,
and authentic?
Have you directed your words to
the needs, wants, and interests of your prospective customers?
Or have you put all of the attention on yourself by using
what I call the "Weak We's" (We do, We will, We
have, We are, We can, etc.)?
If your intentions are to convince
customers to buy your product, send for information, subscribe
to your e-zine, or sign up for services, then be sure to use
words that will help them decide (judge) in your favor.
In another tip, I'll provide
some examples of words that work.
Nan Yielding has nearly 10 years experience as an online business owner. She is the owner of Writing-Etc.com and offers internet marketing services and assistance to help website owners attract more customers and increase sales.
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