There are certain words in the English language that impact readers more than others. When used correctly, words can have an incredible power to persuaded your audience. The pen truly is mightier than the sword. This is great news when you want your audience to take specific actions (buy your product, sign up for your course, opt in to your email list, etc.)
You may be thinking that these words are buried deep in the dictionary, foreign to the average english speaking person (can anyone say Pseudopseudohypoparathyroidism?) and you’re right. Just kidding. These 5 simple and effective words can be found in most everyday conversations.
And you might be surprised just how effective these deceptively simple words can be.
Drum roll please. Without further adieu – according to Gregory Ciotti at copyblogger.com, here are the 5 marketing words every writer must know and use:
Directing your content to individuals specifically by using the word “you” or the readers name, you are not only quickly getting their attention but also a positive reaction. It’s been proven that people connect better with personalization, so why wouldn’t you simply use it in your marketing approach?
According to recent research examining brain activation, few things light us up quite like seeing our own names in print or on the screen. Our names are intrinsically tied to our self-perception and make up a massive part of our identity. No surprise then, that we become more engaged and even more trusting of a message in which our name appears.
People love free stuff (unless somebody is passing out free fruitcake) and will almost always go out of their way to get it. Giving your audience free information, help, tips and tools will almost always benefit you and your business. “Free” needs to be a feather in your marketing words quiver.
People love free stuff so much they’ll actually make different choices, even when the respective value of the item or service remains the same.
I say “almost always” because you have to make sure to use your free stuff in the right context. You need to make sure that the majority audience that are utilizing your free information are qualified leads, not just bargain hunters. These types of individuals most likely will not turn into buyers.
In a study from the classic book Influence by Robert Cialdini, tests were conducted on requests from a person in a hurry to use an in-office copy machine. The tests examined how different requests might affect people’s willingness to allow this person to “cut” in line.
The results were surprising, only 60% let the rushed individual use the copy machine when he just plainly asked, with “Excuse me, I have 5 pages. May I use the Xerox machine?”, however 94% let him use it when the rushed individual stated “I have 5 pages. May I use the Xerox machine, because I am in a rush?” It’s been proven that people like an explanation regardless if it’s a good one. Give your audience reasons to buy your products.
In this digital word, we want things now. No time to wait, always in a rush, let’s make it happen..right now.
Words like “instant,” “immediately,” or even”fast” are triggers for flipping the switch on that mid-brain activity.
So use these words in your sales copy. Your audience wants to know that when they purchase your product, they will have instant access to what they just bought. For physical products, use the words “fast” or imply that somebody will get in touch with them shortly.
New fixes to old problems, new features and improvements, a fresh new design, or even new ways of getting your message out there (Red Bull anyone?) are all essential for keeping your customers “on their toes,” without losing the trust that has cemented you as an awesome brand in their mind.
Like little kids on Christmas morning, we too (subconsciously or not) love shinny, new things. This applies to your audience as well. Mix things up, add new design features, delivery your content differently, offer a promotion and make things exciting!