Why it's better to Discover than it is to Learn.

I was writing about a statistic. A huge, crushing statistic capable of impressing anyone with the slightest interest in the subject. 'Online spending in the UK was predicted in May 2006 to reach £26bn during 2006, or £1000 for every adult in the country.'

My client runs a web based application that enables the set up of instant online commerce businesses, prestocked and with despatch provided by reputable dropshippers. It's a great model.

I wanted to use my statistic early in my sales letter.

"Would you be surprised to learn that shoppers in the UK are now spending a staggering £26 Billion shopping on the internet", I began.

I read it back.

'Learn' is a terrible, passive word when you use it in a context such as this. 'Learn' is school. 'Learn' is other people telling you things. 'Learn' is they know more than you do. 'Learn' sounds like plain hard work.

So I started again.

"Would you be surprised to discover that shoppers in the UK are now spending a staggering £26 Billion shopping on the internet."

'Discover' is a different story altogether. 'Discover' is active. 'Discover' is fun. 'Discover' is filled with possibilities and opportunities.

Best of all, 'Discover' imparts the idea that my client is offering the keys to an exciting and revelatory world of knowledge that the reader doesn't have.

With an invitation to 'Discover' the reader reads on.

With an invitation to 'Learn' he's simply depressed by his ignorance.

Words. Choose 'em carefully.