Words that Work: Receive vs. Subscribe

Do you use the word "subscribe" in your marketing materials? As in, “subscribe to my newsletter” or “sign up for my monthly tips.”

Let's take a quick look at what "subscribe" really means.The definition in Webster’s New World Dictionary reads: 1. to sign one’s name on a document 2. to give support or consent 3. to promise to contribute (money) 4. to agree to receive and pay for a periodical, service, etc….

The word “subscribe” implies that who ever does the subscribing is giving you something. Be it consent, money, permission, their email, etc… Your subscriber is doing something for YOU. Why would a new visitor to your website do that when they don’t know you? And with free offers and solicitations to newsletters and magazines in every media outlet, how will your newsletter or monthly tip sheet stand out as something worth subscribing to?

Here’s how….

You must clearly state the VALUE and BENEFIT of subscribing to your newsletter. One easy way to do this is by upgrading your word choice and replacing “subscribe” with “receive.”

The definition of receive reads: 1. to take or get something 2. to experience, undergo 3. to bear or hold 4. to learn

Doesn’t that sound nice? People like to receive. And provided you’re sharing good, useful and meaningful content, your readers will enjoy receiving news from you.

The distinction to note is that “receive” implies value through experience, getting something, learning, etc…. It’s a much more generous word and doesn't register as a potential risk.

So consider upgrading the language you use to encourage newsletter subscription on your website to “receive” and tell your potential readership exactly what they’ll receive. For example, my newsletter opt-in box says they'll receive “valuable articles, tips and classes…” because that’s exactly what I share in my ezine each month.

Hope this helps!

Karin

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