Dear subscriber,
Yesterday I had two different interactions with some very seasoned citizens.
These folks must have been pushing a buck and some change, if ya know what I mean.
Here are those two interactions:
Interaction #1
I’m out walking (I do that between writing sessions) and this old geezer sees me and says, “Enjoying your morning constitutional?
I thought, why is this old timer asking about my morning dump? I hid my confusion and gave a friendly, “Yes, thanks”, and kept walking.
Interaction #2
I’m at the shops minding my own business, and this old laydee comes up to me, looking lost and confused. She says she’s doing a reconnaissance because she has a doctor’s appointment tomorrow and isn’t sure where to go.
Well, I help the old dame out with directions, and then I get to thinking, “Did she just drop the word ‘reconnaissance’ on me? Reconnaissance? Who says that? Is she trying to spy on her doctor or something?
But I gotta give it up to these senior citizens. They both had a certain charm and sophistication about them. Obviously, they’re from a different time, a simpler time, a classier time when words like “constitutional” and “reconnaissance” were just part of everyday conversation.
Yup, old folks’ muscles may be mush, but boy can they flex those linguistic muscles.
It’s like their secret weapon, their way of showing us youngsters that they still got it. And let’s be real, compared to them…
… Young People Today Sound
Like Grunting Cavemen!
Now, let’s talk about vocabulary for a second.
How important is having a good vocabulary for a copywriter/salesperson?
Allow me to proffer my cogitation on the matter, good sirs and fair maidens.
Yes, obviously having a better vocabulary gives you a little advantage, sure.
But I wouldn’t get too obsessed about beefing up your vocabulary. Listen, having a big vocabulary is like a guy being six feet or taller – it’s a plus, sure, but it’s not essential. Throwing in a big fancy word every now and then may give you some credibility. I mean, what prospect doesn’t want to deal with someone who’s well-educated? But the truth is, when it comes to the meat and potatoes of the sales pitch, you’re best off NOT using all those pretentious and pompous 10-dollar words.
Know this:
A study conducted by the Nielsen Norman Group found that marketing and sales copy written at a 6th-grade level was most effective in terms of comprehension and engagement.
Know this, too:
Co-founder of the billion-dollar publishing giant Agora Financial, Mark Ford, once analyzed the company’s most successful profitable direct mailing pieces. He studied them like a mad scientist. He wanted to see if he could find some patterns or common characteristics that would explain why they were so profitable.
He found but one commonality:
They Were All Written at a
6th-Grade Level or Lower!
Know this also:
There are many world-class copywriters and salespeople where English is their second language. One such copywriter is Evaldo Alburqueque. Evaldo Albuquerque was breaking sales records at Agora Financial when he could barely speak a lick of English.
How?
Because when it comes to sales, what really matters is simplicity, clarity, and connection.
And the way to achieve those is by using small words. Simple words. Emotionally loaded words. Words that pack a punch. And those words don’t require a big vocabulary.
It comes down to word choice, my friend.
Here are some general copywriting rules about word choice:
*You’ll almost always do better when opting for the smaller word.
*Always, and by always, I mean ALWAYS, choose the most emotionally loaded word.
*Always use your market’s words. Listen, every market’s got its own vocabulary, its own lingo, its own insider jargon. And if you do not know how they speak, you’ll sound more out of touch than a career politician talking to a bunch of blue-collar workers.
The net result: your market will tell you to take your sorry, ignorant, out-of-touch arse back from whence it came.
So, put down the thesaurus and pick up some good old-fashioned human connection. Start tuning into your market’s wavelength. Forget about impressing them with your fancy words. Instead, impress them with your empathy, your understanding, your authenticity, your honesty, and your genuine interest in them. Show them that you understand where they’re coming from and that you can relate to their struggles and their triumphs.
That, my friend, is the linguistic key to unlocking your prospects’ wallets.
To bring this all back to vocabulary:
If you have a teeny-weeny vocabulary, cheer up; you might just make it as a copywriter!
Well, at least that’s my cogitations and ratiocinations on the matter.
Your friend,
Kelvin
Email Marketing Maverick
P.S. Want some of my very best copywriting teachings? Then you may fancy looking at this: https://kelvindorsey.com/the-black-bookcol/
P.S.S. Don’t get me wrong, Chi-Chi, growing your vocabulary can be helpful. For example, if I had known the difference between the words “antidote” and “anecdote,” one of my best friends would still be alive.
Awrite.
I’m out.
