Copywriting - Word Types That Decrease Sales

This topic is best regarded as a follow-up agenda on the matter of words that increase sales. The other side of the discussion. Because purchases are made on emotion, selling words are those that cater to the Emotional side (right hemisphere) of the human brain. Words that decrease sales are the analytical, critical and logical words which cater to the Rational side (left hemisphere) of the brain.

These are the five types of no-no words in copywriting.

Buzzwords

These are those that are currently in vogue, or those that hip or cool. They turn away those who are not quite attuned to them and will not know what you are talking about. These make a prospect indifferent or averse to your sales advances.

Two examples: "cloud computing" and "SaaS" for Software as a Service. Both are current buzzwords prevalent in the internet. At present time, however, both will appeal only to the few that know what they mean and will potentially turn-off those who don't. Cause them to think that they have been left out.

Cliches

Obvious ideas which have become trite. Because of overuse, these expressions no longer bear any luster in them. Their use makes your writing look terribly old and certainly reduce the value of copy. Will severely affect your writing value in the prospect's eyes.

Two examples: "warm as a summer day" and "sweet as candy." Even a child will find both clauses corny.

Corporate Words

These are corporate-speak which turn-off the greater majority; tailored to office communications or journalistic work. This is office language which demands decorum and formality-- usually envisioned as the language of one who is wearing a tie.

Two examples: "we are an avant-garde company" and "we integrate business acumen." While these may appeal in the corporate realm, they just won't make it as part of sales copy. They will probably even annoy most readers who will likely begin to think that the product is overpriced.

Euphemisms

Highfalutin or rhetorical words; they are also the substitutions made for words when the original form is perceived to likely cause offense. But often the replacement results to an inexact or techie-sounding term which most detest.

Two examples: "economically challenged" for poor people, and "intelligence deficient" for dumb people. Using this will likely insult many prospects who will feel that your ad is talking-down at them.

Tentatives

Adjectives that lack strength and vigor; descriptives which result in lack of certainty. In copywriting, these word affect the prospect's subconscious and effecting the dilution the whole of the proposal.

Two examples: "pretty nice" and "quite impressive." Such hesitant language should be avoided at all times.