62 Power Words That Will Help You Sell

 Have you ever read a landing page, sales letter or even blog post which has unequivocally sold you on a product?

The type of content you start reading knowing little to nothing about the product itself, yet by the time you’ve finished you don’t just want what’s being offered, you’re convinced you need it. In fact, you look back on your life and wonder how you ever made it this far without it!

It’s the kind of copy we all wish we could create. As marketers we need our copy to have an effect, we want it to elicit emotions that prompt readers to take the next step, follow the call to action and convert into paying customers.

The question we all want answered is how.

Increasing conversions through your copy is as old as marketing itself. It’s a topic that’s been covered so many times it seems almost impossible to break new ground. There are articles on utilizing emotion to increase impact, the psychological principles behind purchase decisions and even articles examining the different formats of copy most conducive to higher conversions.

However, in our quest to come up with a new angle or theory on how best to use modern technological developments in CRO, we often overlook the most fundamental of steps. The effective use of language.

The language you use has the potential to take product descriptions, landing pages and long form letters from interesting or useful, to absolutely unforgettable.

It’s something all great writers know and exploit. They pepper their work with certain words that capture attention and elicit an emotional response.

Deconstruct any high performing piece of content or impactful speech and you’re sure to find a huge host of words that, whilst perhaps a little hyperbolic, add a much needed dose of gravity.

Take this speech from one of history’s most famous and highly regarded speakers and leaders, Winston Churchill as an example.https://www.youtube.com/embed/G4BVzYGeF0M

This relatively short speech is an amazing example of how a handful of properly placed compelling and relevant words can alter the impact of a text for the better.

Upon this battle depends the survival of Christian civilization

The whole fury and might of the enemy must very soon be turned on us

Hitler knows he will have to break us in this land or lose the war

But if we fail, then the whole world, including the United States, including all that we have known and cared for, will sink into the abyss of a new Dark Age made more sinister

The compelling words aren’t overused. They’re well placed and serve their purpose of adding much needed gravitas to the sentence. They ensure that each important point is completely unmissable and pulls at the emotional triggers of its intended audience.

And its something you can also include in your copy.

Now, I love Sir Winston as much as any other patriotic Brit, yet his goal was somewhat different from ours. Mentions of the ‘abyss’ would go down well for a country in the midst of war, but would likely come across as over hyped and try hard for a marketer promoting a product.

So, we’ll thank Sir Winston for highlighting the use of powerful language, but we’ll leave him there. It’s time now to turn to the words that motivate consumers to take up their wallets and combat the ever present enemy of last minute purchase resistance.

Words That Play on Pain Points

Fear is a powerful motivator. In fact, it’s probably the most powerful emotion when it comes to grabbing the attention of your prospects.

I’m not recommending you instill fear with threats of violence or Godfather-esque reprisals, that definitely wouldn’t do you much good in the world of CRO. Fear in the marketing world relates to the fears and worries of your target audience.

There are plenty of studies out there on how addressing pain points and offering a potential solution is the key to an increase in conversions. Here’s one from MarketingSherpa and another from Optimizely.com.

However, most of these articles focus on how to present the solution. What they ignore is the step that precedes this, the act of teasing the fear from your prospects to keep them fully engaged.

Before you present the solution, you’ve got to get the prospect worked up about the problem they face.

So, with that goal in mind, here are a few words that play on popular fears. Be sure to include them (sparingly of course) within your copy to really get the most out of your audience.

• Failure
• Hate
• Afraid
• Agony
• Danger
• Humiliation
• Alone
• Vulnerable
• Stress
• Death
• Pitfall
• Mistake
• Risk
• Devastating
• Stupid
• Warning

Words that Highlight Urgency

Whilst on the subject of fear, let’s examine another popular psychological theory that influences many conversion campaigns.

The fear of missing out.

A lot of the advice online tends to focus on highlighting the benefits of a product or service. That’s great, but think back to the last sale purchase you made and ask yourself if:

1. The benefit of gaining the product was the driving force behind the purchase
2. The fear of missing out on the deal drove you to commit to buying

The fear of missing out is far more powerful than the benefit of gain. It’s something that’s been studies dozens, if not hundreds of times and proven to be true.

One of the most interesting studies was conducted in 1975 and asked participants to value the cookies in two different jars. One jar had 10 cookies, the other only two.

Despite the cookies being identical, those in the near empty jar were valued more highly.

It’s strange, but that’s how we react to items that are scarce. We immediately place a higher value on something of which there is a lower quantity. The thought that we could potentially miss out on getting our hands on that perceived higher value product is enough to push anyone into action.

Scarcity has been one of the golden rules for conversion optimization for some time now. So what sort of words can you use to highlight the scarcity of your product thus increasing desire?

• Now
• Hurry
• Quick
• Limited
• Running Out
• Fast
• New
• Deadline
• Last Chance
• Final
• Never again
• Expires

Everyone Loves an Exclusive Deal

Building on our little foray into scarcity tactics, let’s take a dive into the world of exclusivity.

We all seem predisposed to want what we can’t have. Ever noticed the most popular clubs all have exclusive door policies? Wondered about the disproportionate price hike that accompanies an exclusive brand logo despite the quality being of negligible difference? Or the rumored benefits and connections accompanying exclusive societies and clubs?

Often, these exclusive offerings offer no greater benefit than pretentious bragging rights. People want to feel as though they’re a member of a small elite group. It’s a minor power trip that, if we’re being honest, we’d all revel in if we could.

Adding an exclusivity element to your copy increases the perceived value. It signals higher social status as it’s only available to the ‘few’ giving the bonus of being rather unique.

Clothing brand Gustin have exploited exclusivity to great effect with a crowdsourcing approach to production. After announcing a potential product an initial backing fee period is opened. If the financial target is reached, all those who backed the project can expect to receive their very own product.

However, once that target has been reached and product shipped, that project is over. This lends an element of exclusivity to each products. Not only are you going to receive a well made product, but you’re also now a member of a very small group of people who did.

It’s a great way to exploit our want for an exclusive product and has helped Gustin become a desired name in mens fashion.

So what sort of words can you include in your material to play on the consumer’s want for an exclusive product?

• Members Only
• Ask for an Invitation
• Be one of the few
• Become an insider
• Be the first to hear about…
• Only available to subscribers/existing customers
• Limited
• Class full
• Login required

A Little Reassurance is Always Appreciated

One of the biggest conversion killers is a shortcoming in the trust department.

There are so many sites around nowadays that it’s difficult for consumers to know who’s trustworthy and who isn’t. In fact, 77% of online users worry their data is going to be misused in some way.

Fear mongering, scarcity, exclusivity and any other triggers you employ are all well and good. But if you can’t get your potential customers to trust you, then what’s it all for?

Of course the primary trust building elements will include various trust seals, guarantees or testimonials. But what words can you use in your copy to bolster the claims made in these areas and reassure your prospects that you’re a trustworthy brand who’s not going to rip them off?

• Lifetime
• Guarantee
• Authentic
• Certified
• No obligation
• Dependable
• No risk
• Proven
• Secure
• Verify
• Safety
• Backed
• Endorsed
• Protected
• Unconditional
• Money back
• Genuine

Clandestine Approaches aren’t Wrong, They’re Sexy

Most of us never really step on the wrong side of the law. We follow the rules and ensure that everything we do is by the book. An admirable trait no doubt, but there’s always an attraction to the other side of life.

In fact, nearly everyone has some curiosity in those who choose to live their lives by less than legal measures. There’s a curiosity there, one which is a powerful allure to all of us. And it’s something that can be used to increase the effectiveness of your copy.

I’m not advocating any illegal methods or the breaking of any laws, rather the exploitation of human nature’s natural curiosity for rule breaking.

To help build a little intrigue, try utilizing some of the following secretive words that bring to mind forbidden methods.

• Secret
• Confidential
• Private
• Forbidden
• Controversial
• Confession
• Backdoor
• Insider

Two Words Necessary in Any Approach

Whether you’re playing on fear, inciting urgency or presenting the image of a somewhat clandestine offer, there are a few words that can help add that extra punch to your copy.

You

I shouldn’t need to explain this one. Good copy is always written with a single person in mind.

Consumers don’t want to feel like just another member of the crowd. They want to feel valued, the first step to achieving this is to talk to them as an individual.

When you’re writing copy for email lists you can go one step further and use their first name. Studies have shown hearing your own name causes your brain to activate and should cause your audience to become even more engaged in what it is you’re saying to them.

… Because…

One of the greatest words in the English language when it comes to persuasion.

If you want someone to take an action, you need to explain to them why they should do it.

Robert Cialdini conducted an experiment on the effect of providing a reason for an action. The test measured the willingness of those waiting in line to let another person cut in.

The experiment had three steps. In each, the person attempting to cut in would approach those in the line and ask them if he could use the machine first.

In the first step he simply said, “Excuse me, I have 5 pages. May I use the Xerox machine?” which received a 60% success rate.

Step two saw the introduction of a reason, “I have 5 pages. May I use the Xerox machine because I am in a rush?” receiving an impressive 94% success rate.

The final step saw the reason lessen in importance, “Excuse me, I have 5 pages. May I use the Xerox machine because I have to make copies?” which still received a very respectable 93% success rate.

People won’t take action unnecessarily. They want to be able to justify why they have done something so be sure to give them a reason.

Create Your Own Power Word List

Creating impactful copy is hard, especially in the modern era of high competition and diminishing attention spans.

Start your own list of power words that compel and sell. Every time you find yourself reading a landing page or sales letter that you simply can’t pull yourself away from, dissect it.

Read each line and pull out the words that add impact, meaning and emotion to the overall message. Find the words that compel you to continue and turn what would otherwise be just an interesting piece, into something you can’t put down and add them to your own list.

Before long, you’ll have a list of powerful words you can use in your own copy to keep your audience enthralled and engaged no matter what you’re trying to sell.

If you’ve already got a list or have your own power words guaranteed to perform, drop them in the comments below. I’d love to hear your thoughts and how we can expand on this list.

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5 Ways to Ensure You Consistently Have Clients

 There’s plenty of positive aspects to entrepreneurship… getting to do work you love, setting a schedule that works for you and your ideal schedule, the possibility of making a tangible impact on the people and society around you… but unfortunately, thrills don’t pay the bills.

There’s also a feast or famine cycle that’s inherent to the small business owner lifestyle. One month you’ll have so much work you’re struggling to keep up, and the next you’ll be digging for pennies under the couch cushions.

But just because this happens to “everyone” doesn’t mean that you have to play along with the game. With a little bit of thought and sustained effort, you can keep your client stream consistent.

How to get a consistent stream of clients:

1. Promote yourself regularly.

It’s challenging to think about the “next” thing while you’re engrossed in current client projects, but it’s important to look ahead in your calendar. Don’t wait until you’ve wrapped up that big project or ended a contract before you start looking around for the next one.

You’ll be more confident about promoting yourself and taking on projects suited to you if you start looking before you hit that couch-scavenging stage.

• Try plugging your e-newsletter on a weekly basis through your social media feeds.
• Share testimonials from happy clients on social feeds and in your newsletters.
• Share snippets of your working life… nothing confidential, obviously, but enough to let people know you’re actively engaged with projects.
• Heck, you can even announce that you’ve got client openings for the summer/two months out/etc, and invite people to book a chat with you.

Remember, people need to be reminded that you exist. It may feel icky to promote yourself so bluntly, but people only see about 1/18th of your posts (and take action on even fewer of them).

2. Maintain good relationships with past clients.

It’s always good to check in with your past clients — especially the ones you really loved working with. This doesn’t have to be a “Hey, I’m looking for work,” sort of email, but simply a friendly, “I was thinking about you and was wondering how things are going!”

You never know when they might have a new project to work on, and keeping in touch keeps you top-of-mind when their colleagues are looking for someone to hire.

Pro tip: If you collect their contract information (email, phone number, address) in your contract, it makes it super simple to follow up later with a card or a note.

3. Make it easy-peasy to contact you.

I’ve said it before, and I’ll say it again… make it easy to get in touch with you! Don’t bury your booking link or contact info three pages deep on your website. (And definitely stop doing these other things that are driving your potential clients away.)

Busy entrepreneurs can’t waste 30 minutes looking for your email address. Make it super simple for them to send you a message, tell you what their project is, and get information about how you work.

4. Shoot for quality, not quantity.

The worth of your work is not in how much you churn out, but in the results you get for your clients. This applies no matter what you’re doing… whether it’s a gorgeously handcrafted wedding dress that makes the bride feel amazing, a gallery of family photos where Mom feels good about how she and her kids look, or webcopy that turns readers into customers and gets all the likes and shares.

Do your best work, and the results will do the talking for you. Follow through on the expectations you and your client talked about in your discovery call and outlined in your contract. People who do good work are hard to find, and your reputation will spread.

5. Generosity is not a short sighted act.

There’s a fine line between giving away all your hard work, and giving enough away so that a potential client has a good idea of your knowledge and professionalism. Some entrepreneurs, especially newbies, can struggle with undercharging and giving away too much of their time, and that’s not what I’m talking about here.

Being generous with your knowledge through blog posts, free webinars, and answering questions in public forums can reinforce your position as an expert in your field. Once people realize they can trust your expertise, they’ll start hiring you to meet their needs.

How Brand Archetypes Help you Define your Brand Personality

 DO YOU KNOW YOUR BRAND’S ARCHETYPE?

Why do certain brands appeal to you, make you want to buy them, make you feel good about yourself, welcome them into your family and show loyalty towards them?

The simple answer, Brand Archetypes.

People are emotional beings that are capable of creating an unconscious connection between themselves and your brand. According to a popular, and effective, marketing strategy based on the Archetype, it’s because these brands are built around a personality and certain personalities appeal to us more than others.

Personifying your brand can allow your customers to relate to your brand in the same way they would relate to another person. And if they emotionally connect with this personality, it makes them think, it amuses them or encourages them to be better versions of themselves… that is what makes the brand truly irresistible.

Therefore it’s all about turning something impersonal, into something that people can relate to – your brands passions, missions, values, and even fears. Something with a story. Something… personal! 

WHAT ARE THE BENEFITS OF KNOWING MY BRAND’S ARCHETYPE?

Discovering your Brand’s Archetype/s (because you’ll most probably find that your brand resonates with two or three), not only does this help you gain a better understanding of your brand’s personality, but you can utilize its traits to re-align your brands aesthetic, products or services, make better inform decisions, help to bring consistency, use the right tone of voice for your customer and even gain insight into how to deepen your connection with your customers.

Every design decision for your brand should be based around your brand’s personality – from color, font pairings, photography, illustrations and tone of voice – all which paint a picture to your customer about your brand. 

SO WHAT ARE THE ARCHETYPES?

Archetypes are not new. They are grounded in decades of psychological research and have their roots in Greek Mythology. They stem from the work of well-known psychologist Carl Jung. Jung believed everyone shares and understands these themes, regardless of culture, age or language, because they are an undercurrent to all humanity.

The idea is that we humans are wired to behavior built on our desires, and certain personalities have stronger desires than others. Based on 12 human desires, are 12 Archetypes – these are used to define your brand’s personality. 

List of 12 Brand Archetypes and their primary desires:

The Innocent = Safety

The Sage = Knowledge

The Explorer = Freedom 

The Outlaw = Revolution 

The Magician = Transformation 

The Hero = Change the World

The Lover = Connection 

The Jester = Enjoyment

The Everyman = Belonging

The Caregiver = Helping Others

The Ruler = Control

The Creator = Innovation

As a brand, you want to appeal to the desires of your audience, rather than the traditional age and demographics. This is very closely linked to psychographics (a methodology used to describe traits of humans on psychological attributes: personality, values, opinions, attitudes, interests, and lifestyles) and a much more purposeful way of segmenting your customer/audience.

Does that mean you create your brand personality, your archetype by first identifying your customer’s personality, and aligning your brand with the archetype that would most appeal to a desire within your customer? Or do you identify your brand’s archetype first and align your branding an marketing to that archetype and inevitably attract the right audience?

Personally, either way can work, depending on what your business is, what you offer and in how far your WHY is connected to your archetype.

The Archetypal Wheel below is an intuitive tool that helps to gather all the information together, to give you a quick overview, and shows how each of the 12 Brand Archetypes divide into the four main motivational characters: Independence, Change, Belonging and Structure: and it’s desires – enabling the information to be more accessible.

MEET THE ARCHETYPES

Innocent

The Innocent is an eternal optimist who always sees the good in people and in life. This brand archetype is associated with simple pleasures and wholesomeness. With our busy lifestyles, we are attracted to the focus on simplicity and happiness. Brands that are associated with goodness, morality, nostalgia, or childhood are identified as Innocent archetypes. Their products are quite often natural or pure (e.g. cotton, soap, organic foods). 

Is your brand a Innocent? Is the goal of your company to help people find or realize happiness? Does your company value simplicity and ethics? 

Sage

The Sage believes the path to happiness is paved with knowledge and that by seeking out the truth and sharing it with others, we can make the world a better place. Typically touted as “experts,” these brands act as sources of guidance to help consumers feel more informed to make better decisions. Think… institutions of higher education, news sources, research, museums, bookstores and libraries.

Is your brand a Sage? Do you value knowledge? Does your company’s reason for being is to seek out the truth, and encourage people to think?

Explorer

The Explorer yearns for the freedom to discover the world and experience a better, more authentic, and more fulfilling life. Brands with Explorer traits are often those that help people feel free, are nonconformist, are pioneering, and offer sturdy or rugged products.

Is your brand a Explorer? Does your brand feel at home in the wilderness of nature? Or does it help people discover new things? 

Outlaw

The Outlaw is all about revolution and seeks to destroy what is not working. Brands that identify with values at odds with those of society at large, that pioneer new and revolutionary attitudes, or whose products literally destroy something (e.g. a bulldozer) fall into this category.

Is your brand a Outlaw? Take a look at the products or services you offer. Do they disrupt the status quo of your industry or society? 

Magician

Transformation, change, renewal, metamorphosis, magic. No matter how you say it, the Magician archetype leaves others standing in amazement, wanting to make dreams come true through knowledge of the fundamental laws of how the world works. The Magician genuinely believes that there is more, something greater than us, greater than what we see. They foster “magical moments”, experiences that feel special, novel, and exciting — as well as more lasting change. Think… pharmaceuticals, herbal remedies, beauty products, cosmetic surgeons, life coaches, cleaning companies, restoration services, hygiene products, retreats, travel agencies, career agencies and technology.

Is your brand a Magician? Does your brand help people transform? 

Hero

The Hero strives to prove worth through courageous and difficult action and to exert mastery in a way that improves the world. Look behind that flowing cape to find brands that help people perform at their best, address a major social problem, and incite people to take action. The Hero archetype is all about rising to the challenge, and it instinctively seeks to protect and inspire others. 

Is your brand a Hero? Is it fighting an invisible enemy to address a social problem? Is it challenging people to get stronger and perform at their full potential? 

Lover

For Lover brands, customer appreciation is a way of life and is likely a big part of their business plan. Staying in good relationship with those they serve and making them feel special. The Lover brand is intimate and elegant. The goal is to be in relationships with the people, work, experiences, and surroundings it loves. There is also a sensual aspect that the Lover archetype represents. Anything that pleasures the senses – beautiful things, enticing smells, indulgent foods – give joy and delight to the Lover. Think… cosmetics, jewellery, fashion, food and fine wine, gourmet chocolate, spa treatments, beauty and gifts.

Is your brand a Lover? Are you passionate about people? Do you help people find or deepen relationships, or offer products/services that make them feel more special?

Jester

Just like the class clown from high school, the Jester wants to live in the moment with full enjoyment. He only wants to have a great time and lighten up the world. Look past the laughter and that silly hat and you will see brands that help people have a good time and embrace a fun-loving, freewheeling culture.

Does your brand help people enjoy life or live in the moment? Is being clever or quirky a method you use to help people see something differently? 

Everyman

The Everyman wants only to belong and fit in and desires to connect with others. The mark of the Everyman is prominent on brands with a down-home culture, that create things used in everyday life, and that help people feel that they, too, belong.

Is your brand a Everyman? Does your brand help people fit in or feel comfortable being themselves? Are your products/services something used in common everyday life?

Caregiver

The Caregiver’s aim is to protect people from harm and help others. Brands that serve families and that place a high value on customer service. Think… healthcare, education, or non-profit/charitable space.

Do you place a high value on serving or protecting others? Is your goal to help people care for other people, pets, society, or the world at large? 

Ruler

Brands that are able to provide the world with the security and stability we all desire are the ones that earn the title of Ruler. They want to create a prosperous and successful family, company, or community. Brands that enhance or promote power, help people become and stay organized, in a chaotic world are easily identified as Ruler archetypes.

Is your brand a Ruler? Do you sell high-status products? Or ones that promise safety and security? 

Creator

The Creator’s core desire is to create something of enduring value and give form to a vision – contributing to society and providing structure to the world by bringing something into being. Brands that encourage self-expression; help foster innovation; or are artistic or creative in design. The Creator brand is focused on innovation and quality. They get deep satisfaction from both the process and the outcome of creating something that did not previously exist. Creator consumers demonstrate their taste and quality standards by the things they buy, to express how much they love beautiful and high-quality things. Think… arts, design, marketing, technology and entrepreneurs.

Is your brand a Creator? Do you value beauty and quality? Do you offer consumers ways to re-create or re-imagine something? Is your product or service allowing others to express themselves through DIY projects? 

The 4 Buyer Types Checklist

 Even if you have a solid handle on your Audience Personas & Brand Messaging, there’s a good chance your website copy and product descriptions are written to appeal to the way you like to be sold. The problem with this is that there are four types of buyers with different psychological buying triggers. The 4 Buyer Types framework is a way of profiling your entire audience and identifying how your warmed-up leads like to be sold to based on their internal buying psychology. You need to address all four if you want your copy to convert. By not writing sales copy for each buyer, you’re potentially leaving money on the table by ignoring up to 75% of your readers’ mental checklists.

For example, let’s say your digital product page ONLY contains an image of your workbook and a bulleted list of features.

→ You just lost The Thinker who needs more information to calm their fear of buyer’s remorse.

Is your services page 10,000 words of emotion-filled empathy statements?

→ The Director can’t figure out the immediate ROI of a fluffy offer and just bounced.

Or maybe you’ve just spent hours perfecting your sales page but…

→ The Socializer thinks your lack of social proof means your process isn’t proven and no one can vouch for your expertise.

And if you’re banking on your high-ticket offer or service to sustain your business but…

→ Your rigid approach puts The Relator in a box when they want payment options or ways to customize the engagement to fit their specific needs.

What is “Buying Psychology”?

You can think of buying psychology as an invisible checklist of wants, needs, and proof your reader needs to see written out on the page before feeling confident enough to pull out their credit card and make a purchase.

The crazy thing is, most of us aren’t aware of our selling style and the triggers that make us “Add To Cart” or say “Thank You, Next.”

Readers come to your website or landing page with a different set of experiences and expectations that affect their buying decisions. As a marketer and copywriter for your business or company, it’s your job to understand the cues each type of buyer is looking for as they scroll the page you can start to layer in compelling copywriting that appeals to each type’s buying triggers.

Here are the four main Buyer Types and what you need to know about them:

The Director

The Director is a big-picture thinker who is able to consume information quickly. They’re keen to make a decision and move on to the next. They are categorically allergic to fluff and will home in on the features and benefits relevant to their immediate goals and desired ROI.

Depending on where they are in the sales funnel (awareness – consideration – decision – loyalty) they’re likely to make their decision while reading the top half of a sales or services page. They skim the bottom half looking for headlines, bulleted sections, and testimonials that validate their decision.

Goal-oriented and competitive, they’re looking for partners and solutions that will help them overcome a challenge with the least amount of resistance or the most certainty possible.

Directors prefer numbers-based (quantitative) testimonials, infographics, and price anchoring to convey complex information succinctly.

es them feel special, or in the know, they become an incredibly loyal brand ambassador.

The Socializer

The Socializer loves getting to know the personality behind the business. When it comes to the know/like/trust factor, they’re all about the LIKE. They run their most important decisions by their peer groups because their opinions are the ones that matter to them most.

The brands and businesses they follow all carry a similar vibe or aesthetic. It’s important to them that a brand comes off as authentic but they’re also a total lover of creative imagery and “world-building”. They like feeling like a part of a brand family and being a part of a community.

Socializers don’t like feeling isolated or just a number. When a brand or personality makes the effort to reach out and makes them feel special, or in the know, they become an incredibly loyal brand ambassador.

The Relator

The Relator is highly empathetic, highly intuitive, and doesn’t like to be put into a box. They focus their attention on the emotional costs of their problems and roadblocks. They need to feel assured that a brand or business understands their problems and is focused on helping them find a unique solution that will improve their day-to-day life.

Rinse-and-repeat marketing tactics and cookie-cutter solutions are a huge turnoff. When it comes to the know/like/trust factor, Relators are all about TRUST. They’re looking for high-touch solutions that will solve both a business and a lifestyle problem, as their worldview is that the two are inexorably intertwined.

Relators crave feeling centered and aligned in everything they do. If they were asked to choose between more time or more money they would look the questioner straight in the eyes and choose “peace”.

The Thinker

The Thinker needs to know every. single. detail about a product or service before making a commitment. They tend to follow a very logical thought process, weighing the pros and cons of every situation before handing over their credit card details or reaching out for a consult.

Their biggest fear is buyer’s remorse. When it comes to the know/like/trust factor they are all about TRUST. They need to be assured that moving forward is the absolute right decision.

Thinkers will read every word on the page and pour through the FAQs. They will even come back to a sales page several times before making their final decision.

When it comes to making a decision, they don’t like feeling rushed or pressured. Scarcity tactics are a turn-off while return policies or free trials de-risk the decision.

Why Knowing The 4 Buyer Types Is Critical To Your Copywriting

When you understand the cues each type of buyer is looking for as they scroll the page you can start to layer in compelling copywriting that appeals to each type’s buying triggers.

After all, most people come to your website or landing page with a different set of experiences and expectations that affect their buying decisions. Your job is to convincingly appeal to all of them.

So how do you keep track of whether you’ve ticked all the boxes for each type of buyer?

“Copy Sweeps” are individual read-throughs you perform on your copy, that focus on one goal at a time. You can apply the same principle to your sales copy by reading through your page and looking for the cues and triggers relevant to one buyer at a time. As you become aware of any existing gaps you can layer in or edit sections of your copy that speak to a particular buyer’s needs.

Buyer Sweeps are a surefire way to identify areas of opportunity that can help you engage more eyeballs and increase your sales.

Past Lives Review: An Impressively Fresh Story About Love

 Love triangles are a dime a dozen in movies. It is rare to get a mature and nuanced story that somehow manages to till new soil instead of going over material that is already well-worn. Writer/director Celine Song’s debut film Past Lives somehow manages this, feeling like a fresh perspective on love, longing, the past, paths chosen, and regrets. 

The film opens in a bar with two people off camera commenting about three people sitting at the other end of the bar, two men and one woman. The woman is deep in conversation with one of them while the other man looks more and more like a third wheel with each passing minute. 

The woman is Nora (Greta Lee), the one man she is in deep conversation with is Hae Sung (Teo Yoo), a childhood friend she has a strong connection with, and the apparent third wheel is Nora’s husband Arthur (John Magaro). The film then cuts to 24 years earlier to Nora and Hae Sung’s childhood in Seoul, Korea. 

Young Nora (Moon Seung-ah) and young Hae Sung (Leem Seung-min) very quickly establish a bond and connection that the audience accepts, even ending a playdate holding hands in the back of the car. This is suddenly ripped away from them as it is revealed that Nora’s parents are on the cusp of emigrating to Canada, and it is heavily implied that it is for Nora to pursue academic aspirations. 

The film reconnects them via Facebook and Skype 12 years later, but life and their choices lead them to pull apart, and Nora eventually meets her husband. The film then moves forward a final time to the present, where Nora is happily married, and Hae Sung has also moved on to other relationships. However, it is clear he still carries a torch for the girl of his dreams from his childhood and is finally making the trek to New York for the two to connect in person finally.

Oddly, there never seems to be a question of “Will they or won’t they” between Nora and Hae Sung. Rather, the question that lingers over everything is, “What if?” And there are several “what ifs” dating back to Nora’s family leaving Seoul up to the present. 

The film never really dips into any clichés. However, it points out a glaringly obvious one. Knowing that there is an emotional bond between Hae Sung and his wife, Arthur, at one point, comments that it has all the makings of a storybook tale of love, and if it were, he’d be the ugly, white American husband standing in the way. Nora replies with a perfectly dismissive, “Shut up.” Because this is not that kind of story. 

While it is primarily a three-person cast, Magaro’s is a supporting role to the two leads Greta Lee and Teo Yoo, who give one of the best combined performances of any duo you will likely see on screen this year. As much as they talk to each other throughout the film, as much or more is communicated through long, sustained eye contact between them. There are also the furtive glances that go unseen by the other occasionally. They convey such a deep-rooted connection between their two characters that it is not diminished by time.

There are two beautiful scenes where the Korean concept of “in-yeon” is described, from which the film’s title is derived. People meeting, even briefly, means they have met before in a past life, and lovers meeting means they have met many times over many past lives. This is used first as Nora falls for Arthur and then, rather poetically, explains why maybe things were just off for Nora and Hae Sung.

The film is littered with small, intimate, and touching moments with the characters, like Hae Sung’s nervous energy standing in a New York City park awkwardly waiting for Nora when the two will meet in person for the first time in 24 years. Or the real, frank, and loving conversation Nora and Arthur have about Hae Sung and Nora’s love for Arthur. The film also packs a wallop of an ending that you would have to be pretty cold around the heart not to be moved by.

Past Lives is an impressive debut film from writer/director Celine Song. It is assured in itself and mature about handling delicate and romantic feelings. It grapples with questions about what could have been, making peace with what is, and making the case that love can change and morph over time without diminishing what was. It is a perspective that everyone could benefit from.

Movie Review – Lost in Translation

Lost in Translation (2003)

Written & Directed by Sofia Coppola

There’s time in life where you become vulnerable to ennui, the sense of listlessness. From when you are a child to an adult, you will periodically reach points where you question what you are doing and where you are going in life. What compounds that ease would be to feel disconnected from your surroundings, unable to communicate how you feel with others. In this time of social distancing and mandatory isolation, these feelings can be heightened. We don’t know what next year will be much less the next day. Sofia Coppola crafted a story of two people in this state, trying to make sense of life and find a direction.

Bob Harris (Bill Murray) is an aging American actor whose career is dwindling. His current gig is shooting a series of commercials for a Japanese whiskey company. Charlotte (Scarlett Johanssen) is a young wife whose husband (Giovanni Ribisi) is on assignment in Japan to film a popular band. Charlotte is left to her own devices and shifts between lying in bed and wandering serene locations in Japan. These two people meet and begin a romance. Now, this isn’t a love story where the two end up in bed but more of a shared emotional connection. They can understand what each other is going through and forge a kind of love.

I think Lost in Translation was one of the first movies that made me realize how much I loved ambient atmosphere in music and aesthetics. The characters’ moods are conveyed through the feel of places, and the music Coppola chooses to accompany these scenes. There’s a strong sense of melancholy throughout much of the movie, and when Bob and Charlotte are finally able to find joy in their environment, the camera goes handheld, and the music is injected with energy. We return to the gentle sadness when it sets in that Bob has to go back to the States, and these two will likely never see each other again.

Lost in Translation isn’t merely about being a stranger in a foreign land, it’s about how we can have that feeling even in our own home. We can infer that Bob and Charlotte’s relationship issues didn’t arise just when they arrived in Tokyo. They brought the baggage with them, maybe they had more things to distract them, something to grasp onto for balance. Now that they are in a land where they don’t hear their language and cultures are different, the personal issues in their lives have risen to the top.

I love how Coppola plays all of this so subtly and with a deft hand. She never lets the story overflow into melodrama but also understands where and where to inject humor. The funny parts provide a release from the misty sadness that hangs over things. Coppola shows excellent skill at knowing when to drop a hard cut to shift the mood; when to linger on a quiet moment to give the audience time to breathe it all in. Lost in Translation is her best film in my opinion and maybe was so good it’s actually hurt the way her following movies were received. I think Marie Antoinette isn’t too bad, but many audiences wanted something more like this.

Lost in Translation feels like a movie that was predicted the existential drift that was coming to our society. This before the explosion of the internet and the smartphone, so there isn’t even the facade of communication with faceless beings on a screen. Coppola does use the architecture and design of Tokyo to get across the way mass media tries to distract us from the internal and personal. Bright flashing neon signs and cacophonous video game arcades overload our senses. Then Coppola will show us silent parks and temples, Charlotte ping-ponging between these two moods. If you haven’t seen Lost in Translation, please do so. It’s a beautiful film about things that are so relevant to us right now.

7 things to Remind Yourself When You Dont Feel Good Enough

 Something I’ve been thinking about a lot lately and subsequently reading a lot about is when we don’t feel good enough in what we’re doing. It’s a feeling that I think that we all encounter from time to time and when it does arrive it can feel crushing and really make you doubt every single thing you do. At the beginning , I went through a patch of feeling generally like I’d failed at everything I’ve done and here are some of the things that I reminded myself of.

you’re doing just fine

I’ve lost count of how many times I’ve told myself that I’m not doing well enough and need to be doing more and looked at people in a similar field to me and felt absolutely rubbish in comparison. 99% of the world don’t give themselves enough credit for what they are doing. But the reality is that we’re all doing the best that we can in our current circumstances and that’s something to be proud of. We’re all so focused on constantly evolving and doing more that we forget that we’re actually doing a pretty amazing job at the day to day which is key for the bigger picture. 

you’re more than your career

It’s a pretty normal practice to judge someone by what they do to make ends meet and it’s something that I’ve tried to get away from this year. We are all so much more than our careers even when they do play a huge role in our lives we are so much more valuable than that. Measuring your self-worth purely based on work is something I’ve found can be a slippery slope to go down. And as it’s something that’s so normal in society and it’s one of the first questions that gets asked when we meet someone new. Which can so often lead to a lot of anxious thoughts if we’re not happy where we are in our career and it’s not necessary. Judging someone on their character is a lot more sensible than judging someone by their job. 

celebrate other peoples success but don’t let it dampen yours

A big lesson that I’ve learnt in the last few years is just being happy for people when they’ve achieved something awesome and not let it dampen my own success. And even if my success isn’t at the same level as theirs. It doesn’t make it’s any less awesome and so often we feel jealous before we even realise what we’re feeling jealous about. Feeling happy for people and being excited about their achievements is something that’s so simple and it’s such a wonderful thing to receive in return. 

we all struggle from time to time

We all struggle from time to time, whether we like to admit it or not and we all have moments of self-doubt. I think this is so important to remember when we’re looking up to people that we admire, they probably go through the exact same thought process. As lovely as it would be to have everything go our way all the time. And feel like we’re going through life constantly progressing and moving forward it’s just not realistic. 

don’t pay attention to peoples arrogance 

Some people love nothing more to make others feel bad if they’re not the same level or them or on their way to achieving something like they have. And it’s so easy to let those thoughts get into your head when you’re feeling low but just because somebody might be inclined to say such cruel things it doesn’t make them true. None of us have the right to judge how other people are doing in life and comment on the choices that we make. 

big successes take time

Success has a different definition to everyone and it doesn’t have just one meaning. But if there is anything that’s true about anyone’s big goals is that more often than not. They’re always something that takes a long time, sometimes years or even decades and that’s ok. Just because you’re not at your big picture plan right now that doesn’t mean you’re never going to get there and putting in the day to day work right now is all progress to that ‘big’ thing. 

trying hard is better than not trying at all

I think the phrase’ you did your best’ gets a little bit of a bad rap, it’s almost like saying you’ve not really tried at all otherwise it would have worked out. So often it doesn’t matter how hard you work some things just don’t work out. Hard work isn’t the only aspect of achieving something there are so many other factors that come into play. But if there is one thing that’s true it’s that trying hard is better than convincing yourself not to try at all. And it’s so easy to convince yourself not to bother because you’ll probably fail but by trying at least you know that you’ve put the work in and you can be proud of yourself for that. 

How to Find Your Niche: A Step-by-Step Guide

 “The riches are in the niches.”

A popular saying that makes me realize I’ve probably been pronouncing “niche” wrong this whole time. 

If you’re interested in doing business online, creating content, or developing products, odds are you’ve heard about the importance of creating a niche. 

A niche is a specific area or topic that you’re passionate about and can excel in. It’s something that you enjoy doing and that you have a unique perspective or expertise on. 

But how do you go about finding your niche? Here’s a step-by-step guide to help you get started.

Step 1: Reflect on Your Interests and Passions

The first step in finding your niche is to take some time to reflect on what you’re interested in and what you’re passionate about. This could be anything from a hobby you love or something you’re really good at. 

If you ask me, there’s no such thing as too small of a niche. Check out Reddit, for example. There are subreddits for just about every topic under the sun with passionate communities behind them!

To get started, do a quick brain dump of all the things you enjoy doing in your free time. Also consider any causes or issues that are important to you and add those to the list. 

Once you have your list, take some time to think about what it is about each of these interests and passions that draws you to them. 

Do you love the creativity and self-expression of painting? Do you appreciate the relaxation and escape that reading provides? Understanding the underlying motivations behind your interests and passions can help you narrow down your niche and find a focus that truly speaks to you.

Step 2: Consider Your Skills and Expertise

In addition to your interests and passions, it’s important to consider your skills and expertise when trying to find your niche. What are you naturally good at? What do you have experience or training in? These factors can help you identify areas where you have a unique perspective or a competitive advantage.

For example, if you’re obsessed with finances and have your Notion budget spreadsheet dialed in, you might consider starting a blog or consulting business focused on helping people achieve their financial goals. If you always find yourself dreaming of the next place you’ll visit, you might consider starting a travel blog or becoming a freelance travel writer.

In addition to your personal interests, think about any skills you’ve developed through your personal or professional experiences. These could include things like problem-solving, communication, or leadership. These skills can be valuable assets that can help you stand out. 

Step 3: Research Your Niche

Once you have a list of potential niches, it’s time to narrow them down. Here are a few things to consider in narrowing your list. 

Demand: Is there a demand for the product or service you’re considering offering in your niche? You’ll want to make sure there is a market for what you’re offering before you invest too much time and energy into it. You can research this by looking at industry reports, talking to potential clients or customers, and examining the competition in the market.

Competition: How crowded is the market in your niche? While it’s not necessarily a deal-breaker if it’s a crowded space (take food blogging for example), you’ll want to consider how you can differentiate yourself and stand out from the competition. Look for opportunities to offer unique products or services, or to position yourself as an expert in a certain area. 

Profit potential: Is it possible to make a living in your niche? While making a profit isn’t the only reason to pursue a particular niche, it’s important to consider whether it’s a viable option. 

Alignment with your values: Does your niche align with your personal values and goals? It’s important to choose a niche that aligns with your values and that you feel good about contributing to. This will make it easier for you to stay motivated and passionate throughout your journey. 

Step 4: Narrow Your Niche

Once you’ve done some reflection and research, you may find that you’re interested in a specific sub-niche within your broader area of interest. For example, if you’re interested in health and wellness, you might find that you’re particularly passionate about helping people with anxiety or holistic health.

Narrowing your focus to a specific sub-niche can help you stand out from the competition and make it easier for potential customers to understand what you offer..

Are you struggling to find your place in the world? Finding your niche could be the key to unlocking your potential and finding fulfillment in your work. In this blog post, we’ll provide a step-by-step guide on how to find your niche, including tips

Finding your niche is an important step in building a business that truly speaks to you. By reflecting on your interests and passions, considering your skills and expertise, and researching and testing different options, you can find a niche that aligns with your values and goals and allows you to make a difference in the world. Don’t be afraid to try out different niches and narrow your focus as you go – the key is to find something that truly resonates with you and that you’re passionate about.

30 Questions To Get To Know Yourself Better

 Do you know yourself?

That may seem like a silly question. How could we not know ourselves?

I can almost guarantee these 30 questions to get to know yourself better are going to challenge you. They are going to leave you stumped. They may even bring about some feelings that you did not know you had.

We are all guilty of just going through the motions of life sometimes. And I don’t even think we realize we are doing it. Not until we force ourselves to stop. 

Grab yourself a pen and paper. I really want you to write down the answers to these questions. Think of this as you are going on a date with yourself. And the conversation on this date is going to get deep.

The deeper the better.  

It is so crucial to take the time to learn about ourselves. And then take what we have learned and make some positive changes in our lives.

You have to take action. Do something. Do anything. 

Think of it like this. Don’t make a killer plate of nachos and then not eat them. Heck no. You need to dive right in. 

When it comes to these questions, there are no right or wrong answers. Write down the first thing that comes to your mind.

Here Are 30 Questions To Get To Know Yourself Better

1) What makes me happy?

2) What is one short term goal I have?

3) What is one long term goal I have?

4) What is one goal I have that is so big it scares me to even write it down?

Think big with this! 

5) Am I taking steps to achieve any of these goals?

Goal setting is great. But it’s all about taking some action. 

6) Is there an area of my life I want to improve in?

7) What brings me joy?

Don’t overthink this one. It can be something as small as a cup of coffee. Your favorite cozy sweater. Watching your favorite show cuddling someone you love.

The smell of your favorite candle filling your home. 

8) Where do I want to be a year from now?

Putting these ideas out on paper can be fun and exciting. 

9) What am I grateful for?

Gratitude will change your life. An attitude of gratitude. We have all seen this or read this somewhere. 

It is talked about so much for good reason! 

10) What do I love about myself?

Name at least 3 things. This is all about giving yourself some dang compliments. 

11) What is my dream job?

Name the first thing that pops in your head. 

12) Do I take care of myself?

13) How am I?

How are you? We ask other people all the time. And we usually hear an answer like “good” or “fine.”

Ask yourself this question. And you are not allowed to give a one-word answer. 

14) What am I worried about right now?

Now, I am all about being positive. But we have to acknowledge our worries or struggles. 

Just putting them out on paper can make them seem much more manageable. 

15) Am I doing my best?

This can relate to any and every area of your life. 

16) Do I spend too much time on my phone?

The point of this question is to really make you take a hard look at the time spent on your phone. You can even check on your phone and it will show you the amount of screen time for the week. 

17) What am I good at?

I guarantee you are good at something, friend! 

18) What is something I have been wanting to try but haven’t?

19) Do I have a personal mantra or positive affirmations I say to myself?

If you don’t, go find some right now. It will take less than five minutes. 

20) Do I feel fulfilled? 

I started this blog because I felt like something was missing. And it is one of the best decisions I have ever made. 

21) What is something that makes you feel better?

What helps pull you out of a funk? Think about small things that make you feel even a tiny bit better when things are not going your way.

My answer would be music. Music almost always has a positive impact on my mindset in a short amount of time. 

22) What have I accomplished?

It is so easy to focus on things we have yet to accomplish. We can point out failures in no time at all. 

How about pointing out your accomplishments instead? 

23) What is one thing I want to work on?

24) How do I spend my time?

This is an important one. Really take the time to dissect how you are spending your time.

I like to do this a lot because it is such an eye-opener. You can even choose a day and write down how ALL of your time is truly spent. 

25) How do I treat those closest to me?

26) What does an ideal life look like to you?

27) Do I compare myself to others?

For most of us, I think the answer is yes. It is hard to fully escape that comparison bug.

28) What do I want to learn?

This could be anything from a new language to how to communicate better with your partner. 

29) Do I say NO?

Think about the things in your life that you say “yes” or “no” to. And make sure to read this!

30) What am I going to do now?

This may seem like it was the hard part. But this was the easy part.

The hard part is using what you learned from these questions and working to make some positive changes. 

I hope this inspired you to start the never-ending journey of getting to know yourself better.

How To Live Your Best Life: 11 Valuable Tips

 Live your best life.

Add that to your to-do list. Right under do a load of laundry and grab milk from the grocery store. 

Sounds easy enough, right? Maybe.

But when it comes to how to live your best life, it most likely takes a little more effort than just writing it on a to-do list. Okay, it 100% takes more effort than that!

We see those words everywhere. Best life. But actual life is going on and the idea of making it the best tends to fall by the wayside. 

There is not a  one size fits all in the best life category. My best life and your best life might not have too much in common. 

It is so vital to make sure that you are working to create your ideal version of life. Your dream life. Your best life. 

These tips are going to help you do just that! 

Here Are 11 Tips on How To Live Your Best Life

1) Get To Know Yourself

Do you know yourself? That may sound like a strange question.

But how often does it feel like we are just going through the motions? We spend our time handling whatever the day brings us. Crossing things off of lists. Making sure things around us are running smoothly. 

It can start to feel like we are watching over our lives rather than actually living them. And this is not to say that the day-to-day things are not important. They most definitely are.

It is so crucial that we take a step back every now and then and evaluate how we are and how we feel about ourselves and the lives we are creating.

2) Stop Comparing

If you are thinking easier said than done, then you are right there with the rest of us.

I can not speak for everyone but I think the idea of comparison is an area a majority of us struggle with. If you do not ever deal with this, then I beg you to share your magical ways with me!

A comparison mindset will have you believe you should be this or that. You should be acting a certain way. You should want certain things.

3) Name Something Good

EVERY DANG DAY! 

Make it a habit to point out something good in your life. 

It is easy to notice things that are not going the way we would like. It is almost too easy. The hard stuff likes to sit in the very front row in our brains. 

Am I saying you should throw a blanket over any struggles to hide them? No way. That is definitely not going to make them magically disappear. 

I am saying that there is something good in your life. Right here and now, name that thing. Say it out loud. Write it down. Just acknowledge it in some way.

Ever heard that saying about when it rains it pours? Silly question. Of course, you have. 

Here’s the thing. That saying is true and here’s why. When something goes wrong or not according to plan, our minds are going to notice any and every other little speck of frustration in our lives. 

Fight this urge. Do better.

Make it a point to find the good in every day. Find joy in every single day of your life. 

4) Be Open To Fresh Perspectives

Have you ever read, seen, or heard something that just spoke to you? Words that literally felt like they were just for you. I know I have. And I really hope you have too!

It is such an uplifting feeling. 

I am a bookworm through and through. Give me a stack of personal development books and a never-ending supply of coffee and I am set. 

I truly believe that reading a book or listening to a podcast can help you make big, positive changes in your life. If you have an open heart and an open mind, a fresh perspective may be exactly what you need. 

6) Lead With Kindness

Kindness to others and kindness to yourself. 

Do not make the mistake of underestimating the power of being nice. 

As you are going through your day, think about little acts of kindness. You can even give yourself a mini-challenge. 

Smile at every person you see. Hold the door for 3 people. Give out a compliment a day. 

This will make other people happy. And it will make you feel better about yourself. 

7) Take Care of Yourself

Do you have kids you take care of? Pets? Other friends or relatives?

We all have people in our lives to whom we feel a responsibility for. We work to be there for others and help in any way we can.

But how are we treating ourselves? 

Do you get enough sleep? Do you drink enough water? How about your eating habits? Your mental health?

Love yourself as well as you love others. 

8) Stop Being Busy

If I had a dime for every time someone said they were busy, I would be pretty darn close to owning my own private island by now. 

We ask someone how they are and the word busy comes out at lightning speed. 

It can seem like being busy is a measure of how well your life is going. Busy equals a full life. Not busy means something is not right. 

I am going to have to call bullsh*t on that idea. 

Now, there are loads of very busy people. Being busy is a real thing.

But do not think that the busier you are the better your life is going.

Try taking a deep look at how you are spending all of your time.

Make sure you are being intentional with that valuable time of yours.

9) The Little is as Important as The Big

Do you have big dreams? Big plans? Gigantic goals taking up space in your head? I hope the answer is yes. I am here cheering for you and all those big and beautiful things. 

But to get there is going to take a lot of little stuff. The big stuff is fun to think about. Probably even a little scary (in the best way possible of course). 

The little stuff is where it’s at though. 

We beat ourselves up when those big things do not happen as quickly as we want. But we forget to give ourselves a pat on the back for the baby steps.

Those little steps forward are going to get you where you want to go. You just have to keep taking them!

10) Have a Mantra

For real. Do it! 

It will take you about 1.6 seconds to find one. So no excuses on time being an issue.

Find yourself some words that motivate and inspire you. Words that put a smile on your face. 

Repeat those little gems as often as you need to or want to. Put those babies on a note and stick them to your bathroom mirror. Your front door. Heck, stick it to your forehead if you need to. Just remove it before leaving the house. 

This is all about how that inner voice sounds. Make sure your inner voice is encouraging you and rooting for you every day!

11) Start Now

Do not start tomorrow. No putting things off until Monday rolls around. Until next month. Until you are completely ready.

Excuses are not hard to find when you are looking for them. 

Think about how often you add the word “but” to things you say.

I would but…..

I wanted to but…..

I’m sorry but……

The life you want is not out there waiting to be found. You get to create it.

How lucky are we all? We have the privilege of creating our dream life. 

Here is one thing you absolutely need to remember. The bottom line of all of this. 

It is up to you to create the life you want. The life you deserve.

So start doing it! I dare you!