Words matter. Unfortunately, sometimes just a couple of them can derail an otherwise solid message.
Let me share an example from a political campaign email I received, because the lesson applies to every business owner who writes emails, sales pages, or follow-up sequences.
A Quick Lesson from the Nudge Unit
In the 2010s, the UK Government staffed the Behavioral Insights Team, a small department that would come to be known as "The Nudge Unit," tasked with using behavioral science to improve policy outcomes.
One way they achieved this was to examine the language in official messages. A great example I always share was the effort to reduce the number of people failing to pay the taxes they owe.
Most efforts yielded small improvements, especially from this historically delinquent group. However, the unit was able to see a significant improvement in repayments, several percent, by including the line "most people pay their taxes on time." This small, tested change led to tens of millions in repaid revenue.
(David Halpern, founding director of the unit, has a fascinating book with much more detail called "Inside the Nudge Unit.")
The Mistake in the Campaign Email
The campaign email included the line "...have all contributed to the recent slowdown in donations."
Rather than encouraging people to dig deep for a greater cause, that line gives people permission to think, "Now you mention it, times are tight. Perhaps I should be more cautious like all these other people."
That's the exact opposite of the tax letter tweak. It's an accidental nudge in the wrong direction.
A Better Version
Compare it with something like: "We know the tense situation, higher bills, and rising prices put pressure on everyone. We're grateful for all the donations so far this month, but now we need your help to put us over the top."
Now the message reads: everyone else is contributing despite the tough times. Maybe I should be doing more.
The Takeaway for Your Business
I'm sure there are talented copywriters on that campaign, but they're a small team. They probably have the same problem most of us have as small business owners: we're busy. The message probably didn't get checked by enough eyes to see the problem.
You probably have the same challenge. So let's use this as a reminder to check some of your messages this week. Small nudges in your language might make a big difference.
