How to choose the right words and syntax
Help customers imagine the benefits they would receive from your product.
Customized responses are more persuasive.
Customers believe that marketers were unable to fill this space with additional benefits.
A chair seems softer when the words “chair” and “soft” are closer together.
Products inherit the associations of nearby words.
Inject variety into your writing.
These actions feel like they're still happening.
Concrete examples (e.g., leftovers) are more persuasive than broad examples (e.g., food).
You read by speaking internally. If something is hard to say aloud – Red leather, yellow leather – it will be hard to read.
Negative frames instill a mental image of the negative event.
Vague benefits are difficult to imagine.
Each word will strengthen activation for the related words.
1:58 PM feels sooner than 2:01 PM
A "more" percentage feels like an "of" percentage.
Create separate pages for each customer segment to address their specific needs.
Emojis are less persuasive when they replace the verbal message.
Rhetorical questions are persuasive because they generate an implicit response.
Roles are more persuasive than actions because they describe permanent benefits with implicit social cues.
If you want to depict something as easy, your sentence should be easy to read.
Loyal customers prefer humanized words (e.g., intuitive, elegant) because they identify with these products.
Something just feels right, and we attribute this feeling to the semantic meaning.
People are engaged when they feel uncertain because they want to resolve this feeling.
If you need an exclamation mark to convey excitement, your writing isn’t exciting enough.
Hospital staff were more likely to wash their hands when a message framed the benefits toward patients (vs. themselves).
Arrange your words so that only one interpretation is possible.