According to Kristen McCormick, Senior Managing Editor at WordStream, reducing uncertainty is only the first part of the equation when writing effective marketing copy. You also have to build trust.
Here are some phrases to include in your assets to give customers more reasons to continue engaging with you:
- Check out our testimonials page.
- See our reviews.
- See our resource library.
- Check out our FAQ section.
- Chat live with a specialist.
Connect with your audience
Relating to clients on a personal level goes a long way in winning and keeping their business. Think about your target audience’s problems, goals, challenges and ideal situations. Describing these pain points and desires helps to demonstrate to your readers in your website, promotional emails, landing page copy, and more that you really know them, can empathise with them, and even be the answer to their problems. Try out these words and phrases as a starting point to this approach:
- Ever wish you could/ever wish there was a…
- Finally, a …
- At last…
- Aren’t you tired of…
- We get it…
- We’ve got you/We’ve got your back.
- Discover what it’s like to…
- Look familiar?
- Experience a world free of…
- You deserve…
Minimising a customer’s perception of risk will make them that much more comfortable making the decision to do business with you. Try to use phrases in your marketing copy that communicate reassurance that they aren’t at risk of losing money or being tied into a long-term commitment. A sense of predictability or set of expectations is the goal here. Some words and related phrases include:
- Guaranteed or your money back.
- You can unsubscribe at any time.
- We won’t flood your inbox.
- No obligation.
- No purchase necessary.
- Cancel at any time.
- What do you have to lose?
- Free returns/full refund, no questions asked.
- Try it first.
- Book a demo.
- Talk to [a representative] to see if [the business name or product] is right for you.
Uncertainty is one of the biggest barriers to entry for any conversion action you are trying to get your customers to perform within your funnel. Of course, the first step in reducing uncertainty is to build brand awareness, as the more familiar a consumer becomes with your brand, the more likely they are to trust and get to know you. The more they know about your brand, the more seamless their journey will be from browser to customer. Here are some keywords that stand out to website visitors to help reduce uncertainty and boost confidence in engaging further with your business:
- First month/time period free.
- See for yourself.
- No hidden fees.
- Check out a sample report.
- Money-back guarantee.
- The [business name] guarantee.
- Risk-free guarantee.
People must be able to visualise how your product or services will change their lives for the better. But the focus should not be on your product or service, it should be on the value your customers will get out of it and how easy it is for them to obtain it.
- Achieve [main benefit[s] you offer] and sign up today.
- How can [business name or product] help you [achieve XYZ?] Find out for yourself.
- What do you have to lose?
- Give us a shot!
- What’s in it for you? (Then answer that).
- Take advantage of this special offer.
- A bargain you can’t beat.
- Do you want to/Are you ready to… [insert benefits of your services here].
- See the results you want/Real results.
- Achieve growth/[other ultimate benefits your customers are seeking].
- Start achieving [XYZ] with [business name or product] now.
- Become [adjective your customer wishes to become] with [business name/product].
Language is powerful and using the right words will be the difference between marketing phrases that work and those that fall flat. Remember that a word or phrase that bodes well for one campaign doesn’t necessarily mean it will work across the board. As always, be strategic and conduct A/B testing to confirm you re using these marketing phrases properly.