“The World can move, or not, by changing some words.”
– Toby Ziegler, White House Director of Communications, The West Wing.
Toby Ziegler is a creation of Aaron Sorkin; a writer who has spent his whole career crafting screenplays, like The West Wing, The Newsroom, and movies, like The American President and The Social Network.
In his work, every word matters. Every word conveys an important meaning. Change a word or two and the audience will laugh or cry, agree or disagree, shout at the screen or give a standing ovation.
One common thread throughout his work is an appreciation for the craft of writing and a deep respect for the words used, depending on the character and what Sorkin hopes to achieve.
Brands, agencies and e-commerce companies alike need to have the same respect for individual words as award winning screenwriters. A conversion can happen, or not, by changing some words. But unlike Sorkin, copywriters have the chance to test and constantly change the script depending on the impact our words have on a digital audience.
We also have the ability to stop the action with a few words, driving our audiences towards a specific destination: the end of the conversion journey. This means taking time to understand the value of certain words and using them the right way in the content we produce, which is what this article is about.
The 5 Most Powerful Words You Can Use in Your Next Call-to-Action
