You know that feeling when you're crafting copy and something feels... almost right?
Here's a micro-tip that might be exactly what you're looking for:
Replace "and" for "plus" when you want extra emphasis.
It's stupidly simple, but it works.
Why "Plus" Hits Different
Think about it.
"And" is the vanilla ice cream of conjunctions. It does the job, but it's forgettable.
"Plus" has attitude. It suggests you're getting something extra, something beyond what you expected.
Compare these:
"Double your strength and double your flexibility"
"Double your strength plus double your flexibility"
The second one feels like you're getting a bonus, right?
That's the magic of "plus". It transforms a simple addition into an upgrade.
When to Use It (And When Not To)
Perfect for:
Benefits stacking: "Save time plus reduce stress"
Feature highlighting: "Waterproof plus lightweight design"
Value propositions: "Free shipping plus 30-day returns"
Skip it when:
You're being formal (legal copy, corporate communications)
You've already used it twice in the same piece (seriously, don't overdo it)
The tone doesn't match (it won't work for luxury brands going for sophisticated elegance)
Real-World Use Cases
Here are a few famous campaigns specifically showcasing this "plus" technique. You can spot it everywhere once you start looking:
Email subject lines: "Save 30% plus get free shipping"
Product descriptions: "Organic ingredients plus sustainable packaging"
Service promises: "Fast delivery plus expert support"
The beauty is in its versatility. It works across industries, from fitness supplements to software tools.
Why It Works?
"Plus" taps into our brain's love for getting more than we bargained for. It's the same reason "Buy one, get one free" works better than "50% off two items" - even though they're mathematically identical.
When you say "A plus B," you're positioning B as a bonus rather than just another feature.
It's subtle, but our brains eat it up.
Your Turn
Try this exercise: Take a piece of copy you've written recently and find every instance of "and" that connects two benefits or features. Replace half of them with "plus" and read it out loud.
You'll immediately hear which ones sound more compelling.
Fair Warning Though
Remember: Use "plus" sparingly.
It's like hot sauce—a little goes a long way. But if you overuse it, your copy will start sounding like a late-night infomercial.
So, my goal here is not to transform your copywriting skills. But it’s to add one more small tool to your toolkit. Sometimes the tiniest tweaks create the biggest impact.
What do you think? Have you noticed "plus" working in copy before? Hit reply and let me know. I love hearing about the micro-details that catch your eye.