Write Web Copy that Encourages Buying Behavior

WORDS THAT SAY BUY– PART 10

“New”

In the final section of "10 Words That Say BUY!!!" we are going to discuss the ultimate buzz word, “new.” As we discussed above, we tend to pay attention to important things, and by their definition, new things tend to be important. They also tend to be interesting and can even be exciting.

No matter how much we love things when we buy them, over time our interest tends to wane, and our attention turns to new things that can replace them. This satisfies our need to see and experience novel things.

Horse-drawn carriages were all the rage for centuries. And then came automobiles. And then fast automobiles, and then fast luxury automobiles, and then fast luxury automobiles with excellent fuel economy. (Ok, they’re still working on that last one). The point is that we want to see improvement and advancement.

The opportunity to encounter new things is one of the best reasons to get out of bed in the morning for some people. New things energize and engage us. This is why car dealers have large, annual clearance sales. Out with the old; in with the new.

So there are clear advantages to accentuating the newness of your product/service. But what if your
product is not new? One way to deal with that is to add something to it that is new. Personal computer manufacturers employ this practice repeatedly. The basics of PCs have not changed in decades, but the value-added features that come with them have changed, and buyers look for these new things.

So, use an oldie but goodie in your advertising…talk about what’s new.