Running an ecommerce site, there’s so much to do. Copy often gets thrown by the wayside, chucked up in 5 minutes with little thought. We’ve all been guilty of it. Here’s a good example of some small copy changes.

When some politicians in the US wanted to abolish the estate tax, they were getting little support from voters. What switched that around? They started calling it the “death tax”. Suddenly it became a subject people were passionate about. Death is a very emotional word which captures people, estate is, if anything, an alienating word with implications of pomp and wealth.

What “death tax” term can you use to engage your visitors, and turn them into customers?