When it comes tender writing, proposal writing, or copywriting brochures or website copy, we know it is important to focus on our key messages - what’s in it for our customers or clients if they choose our products or services.
But some things are better left unsaid. Here’s a few of them.
Should: no one likes being told what to do. “Should” sounds like an instruction or a directive, as in: “You should contact us immediately”. Delete “should” and keep your readers onside.
Learn: learning sounds too much like hard work. It reminds us of school and exams. Instead use “discover” or “tips”, “techniques”, “secrets”, “how to” or “5 great reasons to...”
Tell: no one likes being told to what to do. Instead of words along the lines of “we’ll tell you”, try more intriguing words, such as “reveal” or “show” to make a bigger splash.
Things: we fall back on “things” when we cannot think of the appropriate word, or when we are not sure what we are trying to say. Alternatives are “secrets”, “tricks” or “5 tips for...”
Buy: people don’t want to spend money, they want to “invest”, “indulge”, “reward” or "treat" themselves.
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