Natalie Charles

If you’re reading this then, presumably, you found the title interesting – which is great!

But why did the title grab your attention? Well, because the words were – as they always should be – chosen carefully and with purpose.

Subtext matters

If we break down the title and think about the word choice, it’s interesting to see what they imply between the lines.

‘How to’ -> you can learn from this
‘Create’ -> artistically formulate from nothing
‘Powerful’ -> better and more effective than ever
‘Copy that converts’ -> no ifs, ands, or buts – your copy will convert
‘!’ -> one final burst of enthusiasm!

The point I’m making here, is that choice of words is critical for digital marketing – well, for all types of marketing actually.

‘Rhetoric’ is the art of using persuasive and convincing language; by using positive rhetoric, you’re more likely to encourage a positive reaction to your product/service. This reaction ultimately increases the likelihood of conversion.

State of mind

When someone reads your writing, more often than not, you have absolutely no idea what kind of day they’re having and what frame of mind they’re in. For all you know, they could be on the edge of a breakdown (bit extreme, but just go with it).

If your words create a positive vibe rather than a negative one, users are much more likely to convert because you’re encouraging emotions such as happiness, intrigue, and excitement.

“It is the hopeful, buoyant, cheerful attitude of mind that wins. Optimism is a success builder; pessimism an achievement killer.”
– Dr Orison Swett Marden

Positive phrasing

If your words and tone create a sense of optimism, then you’re already on the path to success.

You have to show people that you know what you’re talking about, there’s no room for ambiguity and there’s no room for copy that’s either too boring, too complicated, or too negative.

Using positive language and phrasing in marketing isn’t a new thing – obviously. But it’s as relevant now as it always have been; but now, you have to be smarter about it.

Why? Because these days, you’ve got less time to capture and keep your audience’s interest before they move on to something else.

“So…how do I make my writing more positive?”

I’m glad you asked! Like I said, the tone of your writing and the words you choose are essential.

It’s not just about what you’re saying, but also how you choose to say it. Your goal is to inspire trust through your expert, authoritative knowledge in a way that’s not too direct or transparent.

If you’re writing to convert, a negative or neutral tone won’t cut it, you have to inspire optimism. Say what you and your team, or your product/service can and will do. Focus on emphasising the pros and use positive framing to drive home the point.

Positive framing can be applied to more or less any situation, it’s just about flipping a counter-productive statement or feeling on its head so it becomes more of a solution than a problem.

Take a look at these basic examples:

Instead of… Why not try…
That is a terrible idea I’m sure we can think of a better alternative
Sorry, I don’t know Let me find out for you
We’re closed until noon We open for business at noon


But wait, there’s more…

A key point to bear in mind is that it’s not just about chucking a few positive words into the mix, optimism should light up your whole website!

Check out these 3 simple, yet effective ways to crown your site with extra optimism:

  1. Stats: Using positive stats is a great idea, numbers are a powerful way to demonstrate your success in a straightforward, no-nonsense way.
  2. Case Studies: If you’ve done work that backs up your claims of expertise, showcase it! People won’t always take you at your word, sometimes you need to show that you know what you’re talking about.To get a sense of the peace of mind that previous success stories can create for your audience, check out some of our case studies.
  3. Testimonials: If people have said nice things about you/your company/your team – get those testimonials up on your site and make sure they’ve got good visibility.

Remember that as a writer, your words are your weapon – so choose them wisely!

Let’s talk about copywriting

Here at Coast, we believe that content is your currency in the digital world. That’s why making your copy as effective as possible is absolutely essential.

If you’re struggling to write persuasive copy, just get in touch and we’ll be happy to help!

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