The words you use to communicate with your clients are very important, whether in your advertising, presentations, brochures, letters, on websites or even in telephone or face to face conversations.
Below are 11 words that you should consider incorporating into all of your communications.
Easy – Everyone wants stuff that’s easy. We want things to be easy to use, we want results that are easier to achieve, and we want everything easy. If your product or service makes peoples’ lives easier, make sure you tell them.
Now – There comes a point when you need to direct, lead or tell your customer what to do. They need to call you, or order from you or “click here”. But you don’t want them doing it tomorrow or next week. You want them to do it now – so tell them.
Fast – We all want things to happen faster. If you can do it fast – tell them. Remember, it’s no longer the big that beat the small; it’s the fast that beat the slow.
Free – This is very powerful. People love anything that’s Free. This word is definitely useful in generating new sales leads and prospects.
Limited – If there is a genuine limit to what you are offering or the number of people who can have it; it’s worth making a big deal about that. Scarcity is a very important marketing tool.
New – Everyone wants the “new” thing. Always try and offer something “new” as that is guaranteed to grab their interest.
No Risk – Anything you can do to reduce the risk for your customers will increase your sales. Your customers may not be consciously thinking about it, but subconsciously they might be concerned about risking money and possibly time by doing business with you. Risk elimination, or even better, risk reversal, is one of the most effective marketing strategies available to you.
Guaranteed – The ultimate risk elimination or reversal is the guarantee. Just adding a guarantee to your advertising or offer can often dramatically increase sales.
Solve – One of the simplest copy writing formulas is to state the customer’s problem, tell them you can solve it and then tell them precisely how you’re going to solve it. Check all of your copy both online and offline and look for where you can add these profit generating words. It’s even worth testing your current response rates against different copy using these words.
You – The magic word in all good copy. Using the word “you” forces you to have a personal conversation with the person reading it. Don’t you agree?
Person’s Name – In most contexts, the most important word you that you can use is the customer’s name. The more personalised your letters and emails are, the higher the response.
John Lloyd is a business growth strategist, award-winning marketer, speaker, trainer, columnist and author of the book Smart Thinking for Crazy Times.
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