Previously, Michael, who is the founder of Michael Fishman Consulting and the annual Consumer Health Summit, shared the Drivers of Desire model, which outlines the three main domains of how customers respond to your copy.

In Part 2 of his presentation, Michael sheds light on the kind of vocabulary that, if used in your marketing campaigns, will repel your prospects and customers. Dubbing them “words to outlaw”, Michael shares that these words that will create a “leakage” in your campaigns if you don’t pay attention to your copy.

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