They make people read on. They offer things that people are looking
for.
As there are magic words to speed you on to marketing success,
there are tragic words that lead somewhere you don’t want your readers
to go. Many marketers know the pain of marketing that didn't pull. But
few of them know that one tiny word may have been the reason. So as
not to be guilty of word abuse, stay on the alert for these tragic words in
any of your marketing:
BUY DIFFICULT DEATH OBLIGATION
WRONG FAILURE ORDER DECISION
FAIL BAD DEAL COST
SELL LIABILITY WORRY LOSS
HARD DETAILS LOSE CONTRACT
These words make readers lose interest and stop reading. They
can undermine your marketing effort. Undoubtedly, there are uglier
words than these in the language as well as more beautiful words than
the magic words. But in marketing, beautiful refers only to the looks of
your financial statement. The marketing battlefields are littered with
dead marketing campaigns that were undermined by words that were
trendy or faddish. It is very uncool to use such words.
Successful marketers stick with the magic and avoid the tragic.