How to choose the right words and syntax
Help customers imagine the benefits they would receive from your product.
Customers believe that marketers were unable to fill this space with additional benefits.
Customized responses are more persuasive.
A chair seems softer when the words “chair” and “soft” are closer together.
Products inherit the associations of nearby words.
These actions feel like they're still happening.
Inject variety into your writing.
Concrete examples (e.g., leftovers) are more persuasive than broad examples (e.g., food).
Negative frames instill a mental image of the negative event.
You read by speaking internally. If something is hard to say aloud – Red leather, yellow leather – it will be hard to read.
Each word will strengthen activation for the related words.
Vague benefits are difficult to imagine.
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.
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.
"When are you leaving" is better than "What time are you leaving at?"
Readers prefer “two-sided arguments” that describe benefits and drawbacks.
Connective words maintain the flow of mental imagery.
Customers will choose your brand if they believe that your product is similar (yet superior) to competing brands.