Simply changing contractions to individual words (you’ll, don’t, that’s, etc.) can make a major difference in how dynamic your copy is. This simple step changes the casual feel to one that stresses an implied absolute command (You WILL, Do NOT, etc). This is especially true if the rest of your copy uses contractions to present a first-person conversational style with your reader. On the key points or in your call to action change over to full wording, “You will”, “That IS”.
Sparing use of all CAPS or italics can drive your copy at key points as well. Don’t overuse all caps especially online, where it still can be considered yelling. And never, ever write an entire sentence in all caps or italics… it’s just too hard to read and makes the eyes run all the words together.
Bolding or underlining works the same way and can be used for phrases and even entire sentences easier than all caps or italics. It’s OK to mix and match these different font variations together, for example a bold italic works good for titles or subtle branding of phrases.
Think about who is saying what, when. If it’s only you doing the talking, it starts getting old (and lacks credibility). Your customers can say great things about you that would sound contrived if you said them yourself, so make it a habit to get powerful, dynamic testimonials and quote them. It takes more than simply asking “can I get a testimonial”… If done in writing, offer to do it for them and have them OK it. For video (the best option) be sure to prompt them just a bit (and usually they’ll welcome your prompting) so have some phrases or words in mind you’d like them to have on their mind before they start talking (the same goes for folks who want to write their own). We have a specific program on getting and giving great testimonial videos that covers this in much more detail.
Use natural adjectives (not necessarily the over-the-top hype variety) to strengthen your message. Is it better to have a business, or a “profitable” business? Is it better to learn to produce a video, or to do natural, easy, or painless videos? As a customer would you rather have a Guarantee, a Money Back Guarantee, a 100% Money Back Guarantee or a No Questions Asked 100% Money Back Guarantee!?
Essentially, think in terms of words that carry energy and the impression of absolute certainty. Do this in writing and in speaking and it will hold the subject’s attention and compel them to action.
