Do you use "happy" much in your copy?

9 replies
I don't know why I was just thinking this today... but I went through a lot of my old sales letters... and noticed I almost NEVER use the word "happy".

And I found that odd. I mean, if you peel back the layers of the "onion" and get to the basics of what we all want... isn't it to be "happy?"

We buy stuff that makes us happier?

and yet, I've written over 1,000 sales letters in the last 13 years and almost never use that actual word "happy?"

Do other copywriters use that term a lot? if not, is it because it's just so hard to pin down what happiness is to each prospect?

For some reason, I just found it odd... that when it all comes down to it, we want to be happy and have freedom, yet for some reason, I almost never find myself using that word in my copy?

do you guys use that actual word a lot? or do you try to let the reader make that connection between the product and their happiness?
#copy #happy
  • Profile picture of the author Claude Whitacre
    The only reason I don't use the word in copy is because it isn't descriptive enough. It doesn't paint any picture. It doesn't stimulate an emotion.

    If you had one wish, would it be to be "happy"? or would you want something more specific?

    When someone says that they are happy, do you know what they mean?
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    • Profile picture of the author shawnlebrun
      Originally Posted by Claude Whitacre View Post

      The only reason I don't use the word in copy is because it isn't descriptive enough. It doesn't paint any picture. It doesn't stimulate an emotion.

      If you had one wish, would it be to be "happy"? or would you want something more specific?

      When someone says that they are happy, do you know what they mean?
      Bingo Claude... you said it perfectly... often times they don't know what happiness is... so how do you describe it.

      I totally agree about being specific... I only brought this up because of a few books I've been reading lately, talking about how we as humans ultimately seek happiness... and I found it funny, as a copywriter, that I don't know if I've ever used the word more than once.

      Thanks!
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  • What you can do is -

    Say "because"

    Makes you happy because (and paint the word picture igniting the emotions).

    I haven't used "happy" all that often.

    A better word is, "ecstatic"

    It's a lot more powerful because it really elevates the emotions you are trying to hit - (yea you get the idea...).

    It does have to be in synch with the prospects desires - it works well in self improvement, make money and relationship niches etc. It's not likely to resonate with lawyers, accountants or people who aren't really looking for a "higher emotional state."


    Steve
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  • Profile picture of the author Mark Pescetti
    The thing about ANY word is you're assuming your prospects have a reference point to make the it come alive in their imagination (thus triggering emotion.)

    Words like happy/happiness can fall flat because most people can't remember the last time they were actually, you know... happy.

    The key is to use social proof and show someone who IS happy and describe what they've done to get there.

    Just like making tons of money...

    People want what other people have.

    If you can leverage the success (or happiness) of someone else, you can trigger the emotion you're after.

    That being said...

    If you actually leverage how little the word is used, it can be powerful:

    "Let me ask you a question:

    When was the last time you were actually happy?

    I'm talking about being so happy that all of your problems disappeared.

    You were in a complete state of pure bliss.

    When was the last time you were there?

    If you're like most people, it's probably hard to remember.

    So how can you achieve something that isn't even tangible to you?"

    [commence sales pitch]

    Mark
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  • Profile picture of the author Alex Cohen
    Originally Posted by shawnlebrun View Post

    I don't know why I was just thinking this today... but I went through a lot of my old sales letters... and noticed I almost NEVER use the word "happy".

    And I found that odd. I mean, if you peel back the layers of the "onion" and get to the basics of what we all want... isn't it to be "happy?"

    We buy stuff that makes us happier?
    There are numerous feelings people seek. Happiness is just one of them.

    Alex
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  • Profile picture of the author Tommy Turner
    I'm always shooting for mare than happy. Thrilled, Excited, Overjoyed! "Happy" to me is not a strong enough pull for most products. I guess it all depends on what product you're writing a sales letter for.
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    • Profile picture of the author shawnlebrun
      Originally Posted by Don Schenk View Post

      Thanks Shawn. Now I'm getting even more ideas!

      Interesting thread, and you know why.

      :-Don

      Don, thanks for that book, btw!

      I've been fascinated by "happiness" for the past 10 years of my life or so... because early on in my life, I always thought that happiness was simply reaching some "end goal"

      Then, i had one of those "ah ha" moments in which I realized that if I was simply WAITING for an end goal in order for me to be "truly happy"... then it was going to entail a lot of misery and suffering until then.

      The past 5 years or so, I've had to consciously WORK on enjoying the journey along the way, and being happy regardless. It's not an "end result", it's NOW.

      When I first started my online biz... i'd have this internal voice telling me "when you reach your goal of making X dollars online, then you can be happy"

      Again, flawed thinking because I was basically telling myself that I can't be happy until I reached that goal. How foolish that was, now that i look back on it.

      these days, I try to be happy every single minute of every single day... only because it's my choice to do so.

      Copywriting can be a stressful, nerve wracking job if you LET IT GET TO YOU.

      the single best thing i've ever done for my career, family happiness, and personal happiness is to just let a LOT of stuff go... and just not internalize it anymore.

      I don't put conditions or restrictions on being happy, i just try to live it every moment.
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  • Profile picture of the author ReferralCandy
    This could get really philosophical! I think happiness is something you want to sell implicitly rather than explicitly. It's hard to actually promise happiness, because happiness is so vague and fleeting. Cheesy as it sounds, it comes from within- so I'd only imagine selling it with things that effect internal change, like yoga/meditation classes...

    Otherwise things like relief and satisfaction probably work better. The happiness is implied.

    Mark makes a great point about reference points, agreed totally.
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