Ever stare at your copy and think, “It sounds… fine”? That’s the problem. Fine doesn’t convert. This chart from Tom Pestridge shows how tiny word swaps can turn boring copy into click magnets.
Marketing analysis
Each “wrong” phrase here feels like marketing talk—cold, vague, or about you. The “right” side adds emotion, specificity, and value. It talks about them, not you.
Why it works
- Charm pricing ($99) feels cheaper than $100
- Scarcity drives urgency (“Only 3 left”)
- Value-first copy beats admin words (“Unlock free access”)
- Social proof beats self-praise
- Specific, vivid language sparks curiosity
Examples
- Apple’s “Own the moment” is more emotional than “Buy now”
- Nike says “Make it yours,” not “Add to cart”
- Amazon often uses “Only X left in stock”—scarcity at scale
Analyzed by Swipebot
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