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The main point with words is to get to emotions of your visitors. It has been said time and time again, but all anyone is interested in, is what your product or service will do for them. They do not care who you are or how many bells your widget has: they want to know if it will save them time or money, make them more desirable to opposite sex or solve some problem they have. You need to show them problem and how your offer solves it for them.
Some of these things are seemingly very small, simple and insignificant, which is beauty of them and, at same time, very reason why most people will overlook them. Using right format in terms of colour, design and wording will have psychological influence on your visitors, which turns them into subscribers, buyers or whatever it is you desire.
Great to have power, isn't it?
I know, I know, it all sounds awfully manipulative and in wrong hands, I'd tend to agree with you. But I am not talking about making people do something against their will. I am saying that this is nature and harnessing it: guiding people in direction that they would naturally go, is a far more logical way of obtaining result you require.
Think about rules of Judo or Karate, where you utilise your opponent's own strength to gain advantage. Pushing them further in direction that they were already going will have them over a lot easier than it would have if you'd struggled to use your strength against them in opposite direction.
The same goes for mental engagements. People - that includes you and me, whether we wish to admit it or not - do react in almost predictable ways to these stimuli. It is our nature: instinct and it surely makes sense to work with that, rather than against it.
Otherwise, you are fighting against people and nature: giving yourself an uphill struggle, creating an unnecessary battle and a hurdle to be overcome. Don't make it hard for yourself or your prospective clients. Know who they are and what they need, fulfil that and you are well on your way to success.
Pamela Heywood is webmistress of http://www.tucats-design.com - Building Your Online Business Instinctively. Subscribe to the weekly TuCats Mewsletter (sic) mailto:firstname.lastname@example.org and get regular FREE hints, tips, articles and resources.