Have you ever stopped to think why you bought some products and let others stay on the shelf? How do we decide between all the options that we have every day and, in most cases, have little or no first-hand experience of the product we are deciding on? What made you finally decide to try a new restaurant, use a new toothpaste, or switch to new software? The answer depends mainly on the type of words used to sell the product or service. You may never realize this, but words play a huge role in helping our brains decide which products to buy. There are many variables, but one thing has been proven time and time again: certain words sell better. They just do it.
If you think "free" is vulgar and overused, think again. People like freedom, simplicity and simplicity. You can give away almost anything for free, no matter how small it is, you will attract people's attention. Gregory Ciotti of Help Scout pointed this out using a study in which researchers asked people to choose between Lindt truffles for ₹30, which is a very good deal, or Hershey Kiss for $ 0.01. A staggering 73% chose Lindt truffles. Then they let another group choose between the ₹50 Lindt truffle, which is very cost-effective) or the free Hershey Kiss. This time, 69% of people wanted Hershey's kiss. Why? Because everyone likes free things.
Everybody wants to be "in" the crowd. When you make your product available only to select groups, it makes people want it more. You can exchange member words or phrases with other words or phrases, members only, invitation only, insiders still want it in the first place.
Sadly, Maybury no longer exists, at least in most of the world. Life is complicated and we may be lazy. Therefore, whenever we hear that something is simple or easy to do, it attracts us. Helped conduct a survey and asked customers what their top purchasing factors were when purchasing software. "Ease of use" was in the top three. When in doubt, don't bend complex muscles. Functionality is good, but not when they sacrifice simplicity.
Oh how we hate losing it. It can be as simple as dolls shaking their heads at a local minor league baseball game. If they say the first 100 people get one for free, then these head shaking dolls suddenly become more attractive. I mean, what are you going to do with a doll that shakes its head? Who cares. This is important, you have to make a decision now, lest it be too late, so you go in.
HubSpot cites a test conducted by Encyclopedia Brittanica where they replaced a headline that was a question with a headline that started with the word "get." Conversions doubled. I don't have a research-backed explanation for this, but I would say it's because get is an action word that psychologically puts the reader in charge and prepares them for action. Get is also typically followed by a benefit. Get a flat stomach in six weeks. Get better grades with less studying. Get the freshest, cleanest haircut in town. You get the picture.