Shame Shame. This word works on righteous outrage and curiosity. How often have you read about a celebrity shame weekend drugs and drink-fuelled binge? Or a politician’s shameful double standards- voting to cut the budget to help people buy their first homes while using taxpayer’s money to buy another villa in France? Result? Indignation. It’s […]
Comfort/Comfortable Do you offer rooms in a Bed and Breakfast with all the comforts of home? Can those who visit your pub sit in comfort by the fire on icy days? Does your mindfulness course help people feel comfortable in their own skin? Can you give people the confidence to feel comfortable standing up […]
Empower You should always use copywriting to empower your customers where you can. We are going to look at the importance of empowering your customers and how that affects customer retention. The importance of your customers feeling good about what they have bought cannot be over-estimated. Remember, no matter whether you are selling a physical […]
Introduce Merriam-Webster defines “introduce” as “to bring (someone, such as an actor or singer) before the public for the first time.” It’s exciting to be introduced to something. I remember being introduced to Chinese food. I was 12. Raised on traditional British meat and two veg fare, I knew I was going to get something […]
Conceal Why do we conceal things? Why do we keep them to ourselves? I’m sure there are as many reasons as there are people. We’ll only look at a few. We conceal because we want something all to ourselves. We’ve touched on the idea of in-group/out-group psychology before. Where one group keeps useful and […]
Effective If something is effective it does what it’s supposed to. Here’s what the Merriam-Webster dictionary says. No-one wants to waste their time or money on something that isn’t effective. Remember the advert for wallpaper paste from the ‘70s? If not, or you’re a little too young, check it out the link at the bottom […]
Vibrant Think about colour for a moment. There are three primary colours, plus black (the absorption of colour) and white (a mix of all primary colours). Think of all the shades and hues we can get from that. A brilliant kaleidoscope of shades from dazzling neon lights to shimmering fabrics. All of them vibrant. What […]
Instant What do we want? [Fill in the blank!] When do we want it? NOW! In a culture of instant gratification, instant messages, instant films or TV series, it’s hard for us to wait. “Instant” or “instantly” taps into this desire to have things now. Your customers might learn a meditation secret as soon as […]