Empty words and phrases like "value" are what hold many of you back

by wesd22

Posted: 11 years ago 8 replies

COPY WRITING

Force yourself to be more specific. And then after you do that, be more specific. And then a step further.

Saying "value" is just lazy. It's letting your brain off easy, sparing it to think.

For example, I make money via affiliate marketing on social media. I never use the word value when talking about my work. It's such an empty, nondescript noobie wanna-preneur word. I might say that I look for great items that people will love to buy - items that are entertaining, informative, funny, cute, or whatever. I might say that I fine-tune my copy to appeal to emotion or urgency.

But I never say I create "value" because it means nothing. Virtually anything in this world can be construed as creating value. It doesn't mean it's going to make you a dime.

I'm "creating value" for some people with this post. Guess how much money that just made me - zilch.

#back #empty #hold #phrases #words

nrgexplosion 11 years ago

Completely agree. Also sales are emotional in nature. By that I mean people often buy on an emotional impulse even when it's guided by a practical need. When people analyze something like "value" they then have to determine whether it has value to them. Which leads to resistance. That is also a very impersonal term to use. They should feel comfortable, feeling that the purchase is right for them, and even excited. Don't overtalk though... people are their own best salespeople. The less desperate you sound the more likely they are to buy
One of the most important things when marketing online (or offline), for me, has been to provide something truly helpful before you ask for anything. Put feelers out there and figure out what product/guidance people are lacking and fill it. In fact don't ask for a sale in the beginning, offer the solution. Then follow up if necessary.
I'm not talking about an ebook (that may or may not ever get read... for me when I see a site offering a free ebook it smells like spam)... just something direct and helpful. I used to sell high ticket items, it wasn't difficult to talk to 10-15 people in a day, at times just reaching out to people can change your conversion rate by a factor of 10. That worked for me at any rate. I've never bothered with small ticket items so that could be a different scenario and numbers game.
Just my 2c
One a side note, this is my first post on here, I've been active on other forums in the past and used to do pretty well online, got out of it for a while for medical reasons and looking forward to sharing/learning along with everyone here. This seems the least spammy place of its type and it looks like $37 well spent.
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George Wright 11 years ago

I value your post.
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- MrJman006 11 years ago
  
  Hey everyone,
  
  I partialy agree with your stance wesd22. The way most people talk of "value" is like you mention, the lazy way out. We all need to take things deeper and describe the kind of value a particular individual should expect to get. Now I disagree with your view/definition of value. Just because you don't specify the kind of benefit some one receives or get any monetary benefit from some action does not mean value was not created. For example you mention this post as being valuable to some people. Although you can't really define what type of benefit any of us receive from this post and we definitely aren't paying you to post it does not mean that we are not getting value. So in this context I think it is ok to say you created value, but you are certainly free to expand on that answer and define what value means for this situation. The value for me is understanding that more of us need to define what value we provide for our friends/family/customers.
  
  Just my 2 cents
  
  - MrJman006
  
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Raydal 11 years ago

Here are some other commonly used words that lack force because their meaning is too ethereal:

“It” – State what “it” is rather than leave “it” for the reader to figure out. This word can often be replaced by what ‘it’ represents or stands in place of.

“Quality” – This has a similar meaning to “personality”. We often hear people say that someone has personality. But everyone has a personality whether good or bad. The same holds for quality. Every product or service has some quality which the customer will be the ultimate judge of.

Superlatives such as “tastiest, best, fastest, strongest, superior, minimize, optimize”. The problem with these words is that they instill doubt in the readers because these claims appear unsubstantiated. These words lack power because they are not measurable.
Take the word “superior” for example. What criterion or measurement was used to judge this product as superior and by how much?

“Solution” – This word cannot stand on its own. If you are selling a product or service it is also obvious that you are selling the solution to a problem, so state what the solution is rather than just using the word.

“Technology” – This word is commonly used to suggest innovation and newness. But customers have little concern about the technology that is behind the products they buy. They are only concerned about the benefit they derive from these products and services.
How many drivers are really concerned about the technology that’s under the hoods of the vehicle they drive? They are really only concerned that the vehicle is reliable and gives them some social status.

“Difference” – Rather than stating that you are different from your competitors state the difference instead. Just saying “different” means little and is just filling space. The statement “We make all the difference” doesn’t leave the prospect more educated than before reading your sales message.
Consider the following advertiser’s blurb:
“We make all the difference because of our superior quality and solutions we offer.”

It’s like junk food – a lot of flavor but zero nutritional value. This statement means little because it’s not specific at all. It creates more questions than answers and leaves the reader totally confused. And this is the last thing you want to do to a customer.

-Ray Edwards
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Mark Pescetti 11 years ago

You don't use the word value... to create value. Are you kidding me?

That's like saying, "We are #1 in Seattle IT to take your company's infrastructure to the next level."

You don't make hyperbolic statements. You just don't.

The way you create value is by demonstrating it. Your copy has to have those "ah-ha" moments that grab prospects by the throat and make them FEEL the value you're giving them on a visceral level. Anything short of emotionally-driven substance is lazy.

It goes without saying...

You're not just trying to create value in your copy. You have to demonstrate all of the qualities your prospects are looking for...

mark
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- Alex Cohen 11 years ago
  
  If the word "value" touched a mental anchor in my prospect's mind and created an appropriate emotional response, I wouldn't hesitate to use it in my copy.
  
  Alex
  
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Rocky Mountain Dude 11 years ago

I am not a copywriter but I will use my marketing research knowledge to provide my personal insight to writing sales copy. It is in some ways similar to preparing a research questionnaire. :rolleyes: But different!

One angle to look at determining the value is to identify the events and factors that create the value.

If you are familiar with conducting a 'literature review' ( or want to google it ) you may find valuable information that sheds light on what details are important to your prospective customer. For example a literature review on software would show that ease of use and usefulness strongly predict software adoption.

You want to break down your value in the form of; how, what, when, where, or why.

Will the information/copy provide significant insights, and what benefits are being delivered by the information provided.

Copywriters please feel free to comment or critique my ideas... it will only help me write my own better copy!

RMD
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CopyMonster 11 years ago

True and yet, not always.

It depends on your purpose.

When you're trying to influence a large diverse group of people... targeting these vague meaning holders "value", "better", "improvement" can indeed be useful. How? Because they allow the audience to insert their own meaning. Words like "happy", "bad", "good" could be described as vague, even empty, descriptors as well, and yet can be useful framing tools.

In my view, there are no good or bad words, just words used at the right time for the right effect, for the right result.
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Scary good...
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