Remember when you were little, and trying to express something (usually by whining, stomping your foot, or hitting your sister)?
What did your parents say?
Probably, “Use your words.”
Notice it wasn’t, Use your colors. Use your high-res images. Use your wire frames.
And it still isn’t. When it comes to communicating for your business, those elements, no matter how beautifully you use them, don’t do the job of communicating what you’re all about.
Sure, nice design supports the words on your site, and makes them look all purty, but the words are the star. Even if there are very few of them.
Those words are called “copy,” and they’re standing in for you and what you want to say to the world. If it’s a business, that might be:
Here’s who I am, what I do, why it’s right for you.
Here’s how you can get it.
Here’s how you pay me.
The words are your sales person. Depending what kind of business you have, they might even be your cashier. Cha-ching!
In fact, speaking of cha-ching, I recently had a client whose monthly revenue quadrupled — yes, qua-freaking-drupled — from changing the words on her site.
Think about any time you looked at a website or sales page and had that Cookie Monster voice in your head say, ME. MUST. HAVE. NOW. And then you bought. Bet it was the words that sealed the deal.
The better you use your words, the better you:
- Get along with people
- Sell your products and services
- Persuade people to do what you want them to do
- Make an impact
- Get someone to buy you ice cream
So let’s use our words, shall we? And don’t hit your sister!