Negative Power Words
Negative Power Words
by Hal Major
“Negative Power Words” seems like a contradiction in terms or an oxymoron, if you will. Can negative words also be power words? Absolutely!
Negative power words simply produce a negative response to your sales copy rather than the positive outcome you desire. They have the power to turn off a prospective customer.
These negative words are very hard to overcome even when your sales letter or copy is sprinkled with positive power words. The solution is to avoid the negative power words altogether.
One of the points in Make Your Copy Dance is to make your copy and words clear, lively and vivid. Negative words produce the exact opposite of lively and vivid.
If you can’t avoid using a negative word or phrase in your sales letter try making that part of the letter a story about what happened when someone didn’t invest in your product or service. The reader then associates the negative with the person in the story and not themselves.
Negative Power Words to avoid:
Buy, purchase, pay, order, learn, teach yourself, failure, hard, difficult, problem, wrong, obligation, owe, worse, deny/denied, fail, decision, bad, deal, price, cost, money, sell, loser, taxes, worry, loss, regret, liability, amazing, unbelievable, terrific.
Leave a comment with the negative power word that really turns you off when reading a sales letter or web page.
(1 votes, average: 5.00 out of 5)
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Comments
3 Comments on Negative Power Words
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Kelli from Clutter Control on
Mon, 26th Jan 2009 6:06 pm
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Hal on
Mon, 26th Jan 2009 6:24 pm
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dave from Dog Training Books on
Sun, 31st Jan 2010 4:51 pm
I\’m wondering what word or words I should use on my \"buy\" buttons. If buy, purchase, pay and order are negative, what\’s left?
Hi Kelli,
There’s not much left is there? I think it’s okay to use the word Order on your buy buttons. I sometimes use the word Get. Like “Get Your Copy Now”.
The point I was trying to make and evidently failed at is don’t use those words in your sales copy if at all possible. Once the customer is convinced to purchase from reading the sales copy I think you can use whatever you want on the buy buttons.
See my buy button on the 11 Secrets To Web Copywriting page.
To me a negative work on a sales page is the price, if it is more than 14 bucks forget it, also, those annoying pop-ups that come up on a lot of sites usually lead me to clicking out right away and going elsewhere.
dave@Dog Training Books´s last blog ..Crate Training a Puppy 
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