Be careful what you say!
Here's a profound question for you. What exactly is a word?
In a sense, words are a method that the human mind uses
to transport thoughts from one brain to another. If I
say the words "I'm sad" or the words "I'm happy" you
know what I'm thinking. So I've used words to send you a
message about my thoughts. Your internal dictionary
definition of those words matches mine and the
communication has worked wonderfully.
So far, so good. But 'sad' and 'happy' are nice, simple
words that most people understand. The problem is
that we don't all carry around the same internal
dictionary in our heads. One word for me might mean one
thing and it might mean something else for another
person.
Plus - because of previous life experiences and beliefs
- certain words can conjure up unique and particular
associations and emotions for people.
And all words are not created equal. Some have more
power than others. Some have the power to persuade,
while others have the power to dissuade. In the words of
the novelist Joseph Conrad: "He who wants to persuade
should put his trust not in the right argument, but in
the right word."
So, with all of this in mind, when you're putting pen to paper with the aim of selling a particular message it's best to:
- write in a casual and informal way using short and
easy-to-understand words - that way, there's less
likelihood of misunderstandings
- be a lot more emotional with your use of words -
remember that certain words can trigger positive
emotional responses and others initiate negative
feelings
Writing in an emotional way works - people do not respond to good grammar! They respond to the emotional content of copy. So you need to engage your 'right brain' when you write. Writing in a 'left brain' way will get you an A grade in English but it won't get you any sales!