“Join us!”
“Sign up!”
These phrases litter the huge variety of email newsletter boxes you’ll come across online, and they generally serve the same purpose: Click here to give us your email address. They serve the same purpose, but do they say the same thing?
Can one word change the way you feel about a button?
In my experience, yes. I subscribe to the copywriting school of thought where every single word is absolutely worth stewing over and A/B testing because one single word can change everything. The difference between “joining” and “signing up” is the difference between fellowship and enlisting. A word changes the meaning, the mood, and the motivation.
To connect the dots then, you’re probably wondering: If a single word makes that much difference, then what words should I be using? Which words and phrases convert?
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