Positive words, better results: The simple copy swap that sells
Have you found yourself overthinking your wording while trying to make it sound ‘just right’?
Here’s a tip: When in doubt, keep it positive.
Positive language isn’t just about sounding nice - it’s a powerful tool to help people feel good about taking action. Using positive words in your copy and content makes readers feel closer to your brand, which makes them more likely to connect with your message and engage with your business.
This writing trick is simple and powerful, yet it’s a secret that a lot of people don’t even realise they can utilise.
Let’s break down the simple power of positive phrasing: why it works and some easy swaps you can start using today.
Why positive language works
When you’re writing, it helps to think about how people naturally process what they read. 35% of us tend to skim rather than read every single word, so we’re only picking up on keywords and phrases that stand out.
Positive words like ‘enjoy’, ‘discover’, and ‘get started’ resonate more because they signal benefits and opportunities, drawing readers in. These words tap into curiosity and excitement - emotions that make people more receptive to your message.
On the flip side, negative words such as ‘don’t’, ‘stop’, or ‘won’t’ can have the opposite effect.
These words create a moment of hesitation, often subconsciously. Instead of feeling drawn to engage, readers might feel like there’s a barrier or a warning, which can make them pause or even disengage.
Negative language can inadvertently put the reader on the defensive, creating a subtle sense of resistance.
Positive language, in contrast, invites the reader to take part, like an open door. It builds a sense of trust, making them feel that they’re being encouraged, not coerced.
Making a simple shift from cautionary language to encouraging language helps to build rapport and boosts the likelihood that readers will follow through with the actions you’re suggesting - whether it’s clicking a link, signing up, or just feeling good about your brand.
Simple swaps to make your copy more inviting
Positive language doesn’t mean you have to sound overly cheerful - in fact, trying to force being bubbly will most likely make you sound fake, which will have the opposite effect. Positivity is more about focusing on what your readers can and should do than what they can’t or shouldn’t.
Here are some examples of quick swaps to help you sound more inviting:
Instead of saying “Don’t miss out on this offer”, try saying “Enjoy this offer while it lasts”
Instead of saying “Stop struggling with outdated tools”, try saying “Discover tools that make work easier”
Instead of saying “Don’t hesitate to contact us”, try saying '“Feel free to get in touch”
Each of these swaps keeps the message clear but shifts the tone, making it easier for readers to feel welcome.
How to use positive language in your copy
When it comes to writing with a positive tone, it’s not about reinventing the wheel - it’s about making small, purposeful adjustments that shift the focus towards opportunity and ease.
Positive language can make your message feel more open and approachable without sounding overly cheerful or forced.
Here’s how to start using it in a way that feels natural and keeps readers engaged.
Focus on the benefits: Instead of highlighting what readers might lose or miss out on, focus on what they gain. For example, instead of telling them not to miss out on a great tool, tell them how the tool can make things easier.
Keep it simple: Don’t overthink it. Positive language is about small tweaks, not a complete rewrite. Even changing “Don’t hesitate to get in touch” to “Feel free to contact us” makes a difference.
Use encouraging words: Words like ‘enjoy’, ‘experience’, and ‘get started’ make readers feel welcome and ready to engage. They keep the tone approachable and help guide readers toward a positive action.
The power of small changes
If you want to make your copy more inviting, try making simple swaps and positive tweaks to keep the tone friendly and encouraging. Positive language not only makes your copy sound better; it helps people feel more confident about taking the next step.
Give it a try in your next email, post, or ad. And remember - small changes in wording can lead to big results.
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