Do your words inspire action? — Kelford Labs Daily

I’m reading a book about the cognitive science of categorization and the most interesting idea so far is that categories imply actions.

So if we’re talking about toys and I say the word “ball,” you might automatically think of the word “bounce.”

If we’re talking about lights and I say the word “lamp,” you might think of “switch on” or something similar.

But notice that if I mention a broader category like “orb,” no action comes to mind.

If I get more specific and say “light bulb,” you might not know what you’re supposed to do with it.

Think about that the next time you write marketing copy or content about your business, your category.

Because if I say, “I fashion bespoke verbiage to accentuate your enterprise’s inherent appeal” you won’t have any idea what you’re supposed to do with that information.

Or if I said, “I do words for companies,” that doesn’t imply any action.

But if I say, “I write custom marketing content that attracts your ideal clients,” the words I’ve chosen inspire specific behaviour.

You might even think, “I want that.”

So go take another look at your website’s homepage. Re-read the opening words and ask yourself if they imply action, or if they’re too broad or too specific to tell the reader what they’re actually supposed to do with the information.

Find the basic-level categorizations that plant specific actions in the mind of your prospects.

So that they know what they’re supposed to do with the information you’re giving them.

Reply to this email to tell me what you think, or ask any questions!

Kelford Inc. shows experts the way to always knowing what to say.