Using your words more effectively!
Your words have power.
Never underestimate the influence your words can have on others.
Every single marketing piece you have, your flyers, your emails have the power to either compell someone to respond to you or not.
Use your words to paint pictures for your prospects and your customers. Create a picture in their mind that speaks directly to them. That satisifies their immediate needs, their wants and their desires but also words that help alleviate their fears about making a poor purchase decision.
Use your words to invite conversation, to empower people in their choices.
Your words cannot only influence the minds of people, but they can completely change their perception about a particular thing. Words have the persuasion power to entice and motivate. They are used by sales people, and business owners alike to pass on a message, the message? Why I should do business with you. These words are known as power words and they can do wonders when used properly in your marketing campaigns.
Words can create a sense of curiosity. Your customers and prospects will get the impression that your product or service is something that’s different from others by the words you choose to use. Laundry products have always been advertised as new and improved, from years gone by. The power of both these words and the product itself reinforces each other’s strength.
Take for instance the line ‘100% money back guarantee’, these powerful words help gain the trust of your customer for them to take a risk and buy. It is absolutely a must to print these words at the closing line of your advertisements or sales pages. After your guarantee, the methods of payment and how money will be returned if the customer is not satisfied should be also stated.
Invite curiousity and communicate with people in an authentic new way. Instead of asking someone if they would like to explore something, or if they are open to something or if they would be interested in something, (this is ALL salesmen language). Try new language! After asking a series of open ended questions, try this as a response instead…
“If you are looking to ______________ then have you considered ___________”
See where it takes you, I guarentee you will be pleasantly surprized at the results!
Curiousity can be used in other ways. Employing the word “secret” in a headline is extremely effective. People are knowledge thirsty, they want to know what others don’t know.
Using the word Free in the headline simply does wonders. Your readers will more readily easily absorb your message, I mean who doesn’t like, free? Usually the word FREE is spelled as FR~E or some other variation on websites or in emails as ISP filters blocks messages having the actual word, considering it to be spam.
“You” is a very important word to be used in an advertisement.
Do not write from “your” perspective, write from your customers perspective.
Directly point out the advantages to that particular customer in his or her own mind. I cannot state this strongly enough, the prospect must feel like you are speaking directly to them about his or her own particular concerns! This is perhaps the hardest part, step into the shoes of your customer and read it from their viewpoint.
The word ‘Immediately’ denotes that your reader should take action now. It can be interpreted as ‘Don’t wait, or I’m going to miss out!’ This motivates the customer to take necessary and quick action.
The basis of any successful advertisement is in understanding your consumer’s “core” needs and then designing the advertisement accordingly. Just stating the advantages of using the product or service of the company isn’t enough. Your sentences should be designed so that your customer sees the advantages in having your product or service right now. For example, when advertising for a digital camera, just stating that the in-built memory of the camera is of 1 GB, won’t do the trick.
Instead, your sentence should be changed to ‘enough memory to store up to 350 pictures or 50 videos’. The solution to the problem of your customer is reflected in ultimately what your customer really desires, a camera which can take a lot of high quality photo’s.
Kevin Boyle
Author / Public Speaker / Sales Trainer and Coach
“The Secrets to Sales Mastery”
ps – Did you enjoy this post? Do you have any tricks or tips on how to use your words more powerfully?Please feel free to add your comments!
Other Blog Articles on Sales and Marketing Techniques;
The top 10 mistakes business owners make (big or small)!
How to handle the objection, no thanks I’m just looking…
Marketing Blunders, not having all of your systems in place.
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