Words by themselves don’t sell. Words by themselves don’t affect a decision. Then what does?

A word is simply an amalgam of alphabets. Therefore, by itself it doesn’t really do anything or can, for that matter. The response it triggers is what decides the fate of a business. This ‘response’ will make a sale. Not words – by themselves. Words are important. Very important. But words aren’t responses themselves. The moment we understand this, we will make fewer mistakes.

This theory helps in crafting a language that relates to the emotions of people rather than just corresponding to the brand and its products. This way it arouses the buying instincts. This is the voice of a copy. So, instead of reading your copy repeatedly aloud or adding or deleting words to enhance language, feel it. Note down the emotions that a word triggers. Forget how big or small it is, how simple or complicated it is or how easy or difficult it is. In your first draft, write what you feel and in the final submission, feel what you write! Hell Yeah… it works!

If a word extracts a response that you are aiming for. Then your copy is above average. Congrats.