# Marketing Copywriting Word Swaps

> Copywriting adjustments to reframe pricing, tiers, and call-to-actions

This reference list offers six psychological word replacements for sales pages, pricing tiers, and call-to-action buttons. It substitutes generic or high-friction phrasing with terms that emphasize urgency, value, and customer benefits.

## How it works

Swap these common marketing terms for higher-converting alternatives:

1. Don't say "$100" -\> Say "$99" (Charm pricing creates the perception of a significantly lower price).
2. Don't say "Buy Now" -\> Say "3 items left" or "3 slots left" (Creates urgency and real scarcity).
3. Don't say "Basic" -\> Say "Essential" ("Essential" sounds indispensable and important rather than cheap or bare-bones).
4. Don't say "Standard" -\> Say "Customised" ("Customised" implies tailored value rather than generic off-the-shelf).
5. Don't say "Few" -\> Say "Limited" (Induces FOMO and prompts immediate action).
6. Don't say "Features" -\> Say "Benefits" (Focuses on what the customer gains rather than technical specs).

## What it is for

- Refactor pricing tier labels to make entry-level plans sound valuable rather than bare-bones
- Replace generic call-to-action buttons with urgency-focused stock indicators
- Rewrite product copy to emphasize user outcomes rather than technical specifications

## Key points

- Use charm pricing (e.g., $99 instead of $100) to lower perceived cost
- Replace 'Buy Now' with scarcity triggers such as '3 slots left'
- Rename 'Basic' tiers to 'Essential' to imply necessity rather than cheapness
- Swap 'Standard' for 'Customised' to convey tailored value
- Use 'Limited' instead of 'Few' to induce urgency and prompt immediate action
- Label product highlights as 'Benefits' rather than 'Features'

## Pricing

Free

## Details

- Type: Tip
- Category: [Marketing & Sales](https://xiry.app/topics/marketing-sales.md)
- Topic: [Copywriting](https://xiry.app/topics/marketing-sales/copywriting.md)
- Open source: no
- Platforms: other
- For: Copywriters, marketers, and founders writing sales pages
- Tags: copywriting, sales, cro, pricing, marketing

## Why it was saved

- [@primepulse.inc, 15 July 2024](https://www.instagram.com/reel/C9cTFh5xCqD/): Replaces plain or high-friction sales language with psychological triggers like charm pricing, scarcity, and benefit-driven framing.

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Updated 3 October 2026. Page: https://xiry.app/resources/marketing-copywriting-word-swaps

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