of the two large buttons on my site. The buttons used to include the text "Subscribe by E-mail" and "Subscribe by RSS" along with appropriate graphics. After I had my epiphany, I switched the text to "Get Jobs by E-mail" and "Get Jobs by RSS." I instantly saw results. The above graph shows the trend in clicks to my RSS feed and e-mail subscription buttons for the 8 days prior to the change and the 8 days after the change. My subscription rate has increased 254% since I made the change, and 66% of the new subscribers are e-mail subscribers. This is in line with my hypothesis that the people who misunderstand the word "subscribe" are the same people who will choose e-mail over RSS. Although they may not be web savvy, these readers are extremely valuable. It is essential in all copywriting that you avoid unclear jargon, even if it's not jargon to you. Words Make All the Difference OK, so I haven't proven that my readers actually associated the word "subscribe" with paying money. The only way to prove that is by surveying readers. But I believe I have shown that very small changes in word choice based on well-thought-out theories can have a significant influence on the actions that you urge your readers to take. Whether or not my theory on the connotations associated with the word "subscribe" is accurate is irrelevant. It's results that matter, and changing one word on my blog has given me outstanding