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The human psyche is a complicated and impulsive entity. A single cacophonous word can turn a person off a sale. Words such as “buy” or “price” have negative connotations and can drive a consumer away. When writing copy for your website, sales letter, or advertisement you must always be aware of off-putting words. It may seem hard to avoid certain words at first but after a little research into other sales letter you will soon find viable substitutes. Here are a few examples of words you should refrain from using:

Price
Cost
Sign- Use “Log In” instead of “Sign In”
Buy- “Add To Cart” is much more inviting
Expensive
Deal- Has the connotation of being cheap. Use “Specials” instead
Sold- Avoid “sold out” and say “Temporarily Out of Stock”
Charge- Never say “Charge Account” try “Billing Information” or “Credit Card”
Try- You can say “Other Items You Might Like” without the word “try.”
Bad- Instead of “Bad Login/Credit Card Number” use the word “Incorrect”
Lose
Complicated- Say “Easy to Use” instead
Risk
Obligation- “Definitely stay away from “Risk Free No Obligation”

This is only a partial list of negative words. According to your niche and target audience there could be a much longer list. The best way to discover what is and isn’t off-putting is to split test your sales pages. In this way you can also discover what color schemes and page layouts people respond to best.