We’re starting a new feature on the blog today–my Copywriter’s Hit List of sales-slaying words that need to be dispatched from your copy.

M is for…Modalities.

Healers of all types seem to LOVE the word modalities. But unless your audience is other healers, it needs to go.

First, because most people’s eyes glaze over when they see it, thinking maybe they’ve stumbled into a psychiatry textbook.

Second, because it’s the total opposite of what your prospects need to hear. Massage, energy work or any other type of healing practice is very personal in nature.  (Whether you’re clothed or not!)

So prospects have to feel they like you and can trust you even more than they normally have to when buying a service.

They’re reading along starting to feel a bit “warm and fuzzy” about working with you and then BANG! Modalities.

This very clinical word douses them with a bucket of ice-cold water. Plus, most people don’t quite understand what it means–and that makes them nervous. Sure, they may quickly skim through the rest, but they’ve lost that rapport with you.

So now they’re unsure and decide to “think about it.” And we all know how that turns out.

Instead of modalities, use something less clinical like:

technique

way

method

And you’ll keep more prospects on track to making that appointment.

If you’ve got nominations for the Hit List–send ‘em my way or leave as comments below!

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