You’ve seen them. You’ve probably used them. The attention-grabbing phrases posted on billboards, social media captions, and ads everywhere. 

“Don’t miss out!”

“You won’t regret it.”

“You’ll thank us later.”

I consider these the fast food of marketing copy: convenient, fast, and cheap. 

If you’ve ever used one of these in your own marketing copy, rest assured I hold nothing against you. Creating a sense of urgency or prompting a feeling of FOMO can be an effective marketing strategy, but I want to encourage you to start thinking outside the box when it comes to sales copy.  

One of the reasons I try to stay away from phrases such as, “You won’t regret it!” in my copywriting is because I, as a consumer, don’t want brands telling me how to feel about something. Instead, let me decide for myself how I’m going to feel once I do or do not interact with your brand. 

Here’s 3 points of reference to remember as you think through the copy of your next social media caption, script, or sponsored ad:

#1. Get Specific: Replace vague generalizations with benefits tailored to your audience. Don’t tell them how to feel, let them decide how they’ll feel if they miss out on the offer.

Replace this: Book the vacation, you won’t regret it. 

With this: How long has it been since you felt the sand between your toes and warm sun on your face?

#2. Make It Personal: Speak directly to your reader with relatable language.

Replace this: Upgrade your morning coffee routine and thank us later. 

With this: The snooze button hates to see your morning coffee brewing.

(NOTE: If any Salesgirls are in the business of selling coffee, I need it sent to my apartment rn.)

#3. Stories Sell: In my professional opinion, storytelling is the most effective way to sell a product because it’s the opposite of fast and cheap. Sharing stories is an art form in marketing that requires a certain level of intentionality and thought. 

This Starbucks ad is my favorite example of how storytelling does the selling for you with barely any copy at all. By making the customer the hero of the story, you’re allowing your audience to picture themselves as the main character without forcing it. 

I know we don’t have a Starbucks level marketing budget to tell stories like this. But you don’t need a big production to have an impact. 

I think the less production, the more authentic your story will feel anyways. People are desperate for authenticity online. IMO, that ring light and IG filter isn’t what’s going to make the sale, you are. 

Pick up your phone and tell your story, share why you started your business. 

Share a client’s story. Actual customers sharing real stories of how your service enhanced their life is a great marketing tool. No production set needed. 

Once you stop opting for cheap fast food copy out of convenience, you’ll find that the result was worth the extra effort. 

Talk is cheap. Say less and it will mean more.

Xo, The Salesgirls