WEBVTT 00:00.200 --> 00:06.320 Let's pick up from the previous lecture where we left off and let's explore different words you can 00:06.320 --> 00:08.570 begin using in your sales copywriting. 00:08.600 --> 00:12.590 There are some words that are incredibly powerful. 00:12.620 --> 00:15.470 This list of words starts with the word free. 00:15.470 --> 00:21.740 But generally speaking, there's one word that's even more important in sales copywriting, and that 00:21.740 --> 00:22.730 is the word you. 00:22.760 --> 00:29.150 When you use the word you, whoever reads that word, you will lose weight. 00:29.150 --> 00:30.710 You will make more money. 00:30.710 --> 00:36.930 That word really helps them picture themselves really being in the shoes of whoever you're discussing. 00:36.950 --> 00:41.540 It makes it more personal and naturally inspires a lot of emotion. 00:41.540 --> 00:44.810 So you is perhaps the most important word after that. 00:44.810 --> 00:45.650 Free. 00:46.340 --> 00:49.910 And here's an example of how to use that last day. 00:49.940 --> 00:52.370 20% off and free shipping. 00:52.520 --> 00:57.620 That's a really common example of sales copywriting using the word free. 00:57.890 --> 01:01.050 Everybody wants more value, more free things. 01:01.080 --> 01:01.980 Free is great. 01:02.010 --> 01:04.950 People's ears perk up like, Ooh, what can I get for free? 01:04.950 --> 01:12.540 And of course, do be careful as they warn here that there's a drawback that this word is getting overused 01:12.540 --> 01:15.390 and is now at risk of getting caught by spam filters. 01:15.390 --> 01:22.230 Because a lot of times spam filters look for that word to decide is this promotional, is this spam? 01:22.560 --> 01:26.340 So naturally, you would use all of these words sparingly and tastefully. 01:26.370 --> 01:27.900 Now let's look at the next word. 01:27.900 --> 01:31.140 New people want things that are new, proven. 01:31.170 --> 01:32.670 This word builds trust. 01:32.700 --> 01:33.780 Easy. 01:33.810 --> 01:35.730 Of course, people want easy things. 01:35.730 --> 01:42.300 Who would prefer to do something that's hard when the same thing can be done easy And then secret is 01:42.300 --> 01:48.120 a really powerful word because to the consumer, it looks like they're getting something special. 01:48.330 --> 01:53.730 Now, the word because this strong word does have a powerful positive connotation. 01:53.730 --> 01:57.780 So it might be good to sprinkle into different headlines. 01:57.780 --> 02:04.410 Generally speaking, it is a little bit rarely used overall and whatever is rarely used that will be 02:04.410 --> 02:10.410 more unique and unexpected when your potential customers see your headlines or see your titles. 02:10.530 --> 02:11.550 Next is the word. 02:11.550 --> 02:15.450 Now that word inspires a lot of urgency. 02:15.450 --> 02:16.680 That's a great word. 02:16.740 --> 02:23.730 Everyone is a very interesting word because we want to do things that everyone is doing because that's 02:23.730 --> 02:25.350 just how humans are. 02:25.380 --> 02:30.390 We live in societies and communities, but we don't want to do what everyone is doing incorrectly. 02:30.390 --> 02:35.790 We want to find what everyone is doing That's really great and that's how you can position much of your 02:35.790 --> 02:36.930 sales copywriting. 02:37.050 --> 02:43.800 Then there are words like want and win, and I want to transition quickly and scroll through this article 02:43.800 --> 02:50.670 and of course you want to spend more time looking through this, but they give whole sets of options 02:50.670 --> 02:55.440 for you, words that inspire certain kinds of emotions. 02:55.440 --> 03:00.660 Like the first set of words is visual words, like shadowy, hazy, gigantic. 03:00.690 --> 03:02.910 These are things you can start picturing. 03:02.910 --> 03:08.190 You want your potential customers to picture how good their life is going to be. 03:08.190 --> 03:14.730 Compared to now, using language is one thing, but language typically is used by the brain to think 03:14.730 --> 03:15.570 in pictures. 03:15.570 --> 03:19.830 So language that inspires imagery is really, really powerful. 03:19.830 --> 03:23.670 Now, next are words that inspire trust. 03:24.060 --> 03:29.940 These are fantastic to use on sales pages like just fantastic because one of the biggest questions your 03:29.940 --> 03:35.910 potential customers will ever ask that they won't ask of you, but they'll ask within themselves, Is 03:35.910 --> 03:36.660 this legitimate? 03:36.660 --> 03:38.090 Is this a fraud? 03:38.100 --> 03:39.240 Is this good enough? 03:39.270 --> 03:40.410 They don't know. 03:40.410 --> 03:44.100 And so you want to build more trust than you think you need. 03:44.220 --> 03:47.880 Now, the next words are fear based words. 03:47.880 --> 03:53.040 Fear is a powerful motivator, but you want to use it tastefully because too much fear obviously can 03:53.040 --> 03:56.430 be quite distasteful and obvious in what you're doing. 03:56.430 --> 03:58.050 Then surprising words. 03:58.050 --> 03:59.850 These are fantastic for headlines. 03:59.850 --> 04:08.630 Sadness actually probably would not use that too much, only very sparingly because there are many more 04:08.630 --> 04:14.360 other emotions that are typically better for the common things we do online and common things we want 04:14.390 --> 04:15.500 our clients to do. 04:15.650 --> 04:21.140 Now, disgust words are intriguing because, you know, like you can't look away from something disgust 04:21.140 --> 04:22.250 and you got to take a look. 04:22.280 --> 04:25.040 And so that's good for clickbaity things. 04:25.040 --> 04:29.450 Or if you just want to get traffic and I'm not recommending you do clickbait, but every once in a while 04:29.450 --> 04:32.780 you just want to inspire a little bit more curiosity. 04:32.780 --> 04:37.760 So disgust inspires a certain kind of curiosity and then naturally, anger. 04:37.880 --> 04:42.350 No matter what you think of anger, angry people really engage. 04:42.350 --> 04:51.980 Anticipation is fantastic because anticipation causes a dopamine release which glues your potential 04:51.980 --> 04:54.230 customers to whatever you're doing. 04:54.230 --> 04:58.520 That builds actually long term engagement. 04:58.610 --> 04:59.780 It's really fantastic. 05:00.510 --> 05:03.540 So these words are just amazing. 05:03.780 --> 05:08.790 Of course, artificial intelligence can suggest more words to you similar words. 05:08.790 --> 05:12.030 But this is a fantastic starting point. 05:12.030 --> 05:13.410 In many cases. 05:13.410 --> 05:15.390 You don't have to go further than these words. 05:15.390 --> 05:20.850 But obviously, if he wants to go further, like let's say you want to inspire anticipation and these 05:20.850 --> 05:25.170 words are words you're playing around with, but they're just not doing it for you. 05:25.200 --> 05:28.680 You're feeling like, ah, I'm just not finding the exact right word. 05:28.680 --> 05:35.520 Then you go to ChatGPT and you ask it for more variations with different words. 05:35.520 --> 05:40.830 And if it gives you variations with these words, you just basically ask it for variations, not using 05:40.830 --> 05:41.460 these words. 05:41.460 --> 05:44.850 So this is a fantastic, fantastic list. 05:44.880 --> 05:46.830 It's all science based. 05:46.860 --> 05:49.110 The language here is really strong. 05:49.200 --> 05:55.650 And for your turn, you just have to begin using it, start practicing and become better and better 05:55.650 --> 05:56.520 at using it. 05:56.520 --> 06:04.120 And once you're comfortably using these kinds of words, that certainly takes your copywriting into 06:04.120 --> 06:11.110 a whole new level because now you're using sophisticated creative language and you can adapt to various 06:11.110 --> 06:11.800 situations. 06:11.800 --> 06:16.330 You're not just stuck with a few sales copywriting construct. 06:16.360 --> 06:21.370 You're now going to be able to think in advanced ways and think on your feet.