I have a buddy whose idea
of enthusiasm in web copy
is using BOLD and multiple exclamation marks.
I suggested she read
Stop, Ask, and Listen
by Kelley Robertson.
Instead of offering a dismissive
“Oh, we’re out of stock,”
say
“We’re completely sold out!”
“We can’t get any until next month”
becomes
“They’re selling so fast
we can’t keep them in stock!”
“You can try getting it at
one of our other stores”
morphs into the stronger
“Let me contact one of our other stores
and see if they can help.”
Are you using enthusiasm in your copy?