Revealed: Most Powerful Words
Two little words can have a dramatic impact when inserted into your dental website copy. This article discusses the power of the words you and free to make your website copywriting work.
You
The most important rule is to write for your audience. Who are your readers? What do they want to read about? What will appeal to them? The language you use should also reflect this. You need to speak directly to your audience as if you were sitting right in front of them.
The use of the word you throughout your copy means the focus is on them — your patient. Using business/company-orientated copy is a common mistake. No one cares whether you’re your field’s largest, most established, most innovative dental practice. However, they do care about what you can do for them.
“This lawn mower has a powerful, high spec motor.” – Ok, so what?
“The lawn mower’s powerful motor means you’ll be able to mow your lawn in a fraction of the time.” – That means I have more time to do what I want at the weekend; where do I find out more?
Free
This one doesn’t need much explanation. The power of the word free has been proven time and time again.
A fascinating demonstration of the magnetism of free can be found in a promotion by Amazon.
They launched a special offer: free delivery when you make a second purchase, and enjoyed huge leaps in sales in every country apart from France.
The Amazon marketing team investigated, thinking perhaps the French were rational enough not to be swayed into buying a second book.
However, they found that the program had been slightly altered. Instead of free delivery, the offer in France charged a mere twenty cents.
From a monetary perspective, the two promotions are almost indistinguishable. But the 20 cents offer did not perform. France then adopted the free delivery offer and saw the same sales leap.
We are programmed to seek value for money; no one can resist a freebie. As the Amazon example suggests, free seems to speak to us on a subconscious level.
Use it where you can in your website copywriting and unleash its magic.
If you don’t currently offer any freebies, you’re missing out.
Here are some suggestions:
- Trial
- Subscription
- Free consultation
- Brochure
- Download
- Delivery
- Video
- Training course
- Consultation
- Advice
- Gift
- Sample
If you already offer something, be sure to tell your web users all about it. It sounds simple, but it’s surprising how many sites, for example, bury their delivery offers on FAQ or terms pages. Use the power of free copywriting throughout your clinic website to entice your patients.
For help growing your practice with expert dental SEO and marketing, contact us.
