By Lana Goldenberg

Today I want to teach you a quick technique for writing copy that sells as opposed to copy that makes your prospect hit the BACK button on her browser!

Susan, the life coach, her original headline was, “have a better relationship with your husband.”

After further analyzing this headline, I realized that its weakest link was the word “better.”  It suggests an incremental improvement which in today’s world is just not enough to get a customer excited about your product. As consumers, we really want the BEST. Better is just not good enough!

This may sound like a subtle difference but here is an experiment you can try at home: go through your sales copy, your website, and your ads, and highlight the b-word. Next, challenge yourself to find an active substitute for it.

Here are some suggestions:

“feel better” – “get your health back” or “be pain-free”

“looking better” – “look 10 years younger”

“better career” – “the path to your dream job”

“better credit” – “perfect credit”

“better quality” – “top quality”

“better sex” – “knock your socks off sex”

Obviously, your claims have to stay truthful and ethical. But there is plenty of room for creative and exciting ways to describe your product without falling back on the b-word.

Lana Goldenberg shows entrepreneurs how to make more money by attracting, keeping, and monetizing their ideal clients. She takes the complexity out of geeky tools such as Search Engine Optimization, and strategically incorporates them into her clients’ money-making goals. Lana holds an MBA from UCLA and a B.A. from UC Berkeley. Check out more from Lana at www.LanaGoldenberg.com.  When not coaching, writing, or crunching numbers, Lana can be found building sandcastles in Marina del Rey with her husband, three-year-old son and baby daughter.