These are just a few tips on how to make the best use of words on adverts and your website.

Images are everywhere

There is a great emphasis on images these days, both on adverts and in news. This is done with good reason: people respond emotionally to good images, so you can attract people’s attention easily. So, should we just get rid of words? Definitely not! They provide us with the rational support to help us decide whether our emotional reaction was correct.

Cake as an example

Cupcakes looking lovely
Would you click on the cupcakes?

A picture of a delicious cake may tempt us to click on it. We want to know where we can get such a treat and how good it is. If we click and find ourselves on an article about how cakes are really bad for us we are disappointed. That was definitely not what we were expecting.

You need to make sure that your images and words are consistent and what your user expects.

People’s reactions vary

People have different temperaments: some react purely on emotion whilst others respond entirely rationally. Equally some respond to images and some only to words, so that an advert or website consisting only of one of these would not do well.

Do you know what your potential clients respond to? Is it the images or the words? Find out!

Choosing the words to use

Cloud of words used for adverts to tell you how wonderful their products are
Adjectives used in adverts to attract an audience

Then there is the issue of selecting the right words to use for an advert or article. The choice will depend on the purpose of the advert/article and the audience you wish to address.

  • If you’re talking to a technical audience then using words such as “lovely” and “gorgeous” probably won’t hit the mark.
  • For a fashion audience the words you select have to reflect how your client wants to feel when wearing those clothes. “Nice” won’t be as successful as “gorgeous” and “classy”. “Lovely” may sound rather twee.
  • “Recommended by” gives your statement authority.
  • “Saves time” and efficient” will go down well with someone struggling for resources.

Want to know more?

This post is just a taster to get you thinking about how you use words. We cover these and more in detail in our workshop “Getting the Words Right”, which we run from time to time. Check here to see when it’s next on.