7 words you should use more often

There are seven words I guarantee you, your customers, and your boss will love. 

👉 👉👉 There is nothing you need to do.

Here's an example.

A few weeks ago I received an email from my website host Kajabi.

---

"Hello Bri,

 

You may have heard about the new email requirements for bulk senders starting February 4, 2024. Yahoo and Gmail have separately announced updated requirements to deliver email to their platforms. Their goal is to better secure customers' inboxes and provide an improved consumer email experience.

 

What does this mean for you?

You do not need to take any action to remain compliant. All necessary updates are being handled by Kajabi on your behalf.

 

To keep you informed, below are the 3 key requirements from Google and Yahoo…” 

 ---

Excellent, right?

There are three things I love about this email.

1.Nothing to do

They clearly outlined what it was about and then told me I didn’t have to do anything because they were doing it for me!

What a relief.

This is an example of a “do nothing” email, where we don’t want or need our customers to take action.

The other type of email is “do something”.

With “do something”, we need to build the case for them to take action AND make it easy for them to do it.

2. Salience

By the way, see how the Kajabi email uses bolding and yellow highlights? I didn’t add those. That’s how they communicated to me.

They were using salience to draw attention to the most important parts of the message.

3. Goodwill

And the final flourish of clever copy? 

They have signalled the effort they have gone to, with "all necessary updated handled by Kajabi on your behalf".

By communicating what effort they are expending to help me, Kajabi are building up goodwill which means I will be more likely to stick with them.

 

Get in touch if you are curious about how to use behavioural science to improve your communications.