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The Power of Words (in sales)


Do words have the power to influence sales and conversions? Have you ever thought about how they impact you? Reflect on the following words and phrases for five seconds each:

  • Dentist
  • Falling in love
  • Rattlesnake
  • Sexy
  • Wealthy and handsome

Did any of these words provoke a strong emotional response? Did they cause you to want to take any action?

If any of the words above were used to describe a product or service, would you be more or less inclined to make the purchase? The psychology of words can be profound.

  • You can leverage the power of words and phrases to increase sales and conversions. People consistently purchase products that promise to make them feel younger, more attractive and healthier.
  • Incorporate words into your advertising that resonate with your target audience.
  • Select words that are descriptive, credible, emotional, and authentic.

If you don’t know where to start, conduct some simple, cost effective market research:

  • Talk to a few of your best customers and ask them why they like your brand.
  • Ask them how your product makes them feel.
  • Ask how they would describe the product or service to a friend.
  • Use their feedback to incorporate powerful words and phrases into your marketing materials.

If you are a new business, ask yourself how you want your customers to feel or behave. What do you want your clients to experience when they use your product? Use your answers as a foundation to select key words and phrases.

Courtney’s Action Items:Test the power of words with these simple steps:

  1. Pick two products. Attach attractive paper tags (or computer buttons) to each item.
  2. Each tag should contain a word that is relevant and positive. For example: powerful, youthful, or beautiful. If you sell jewelry or clothes, experiment with more esoteric words.
  3. Use large bold fonts and make tags or buttons very visible. Red or orange draw attention and create a sense of urgency.
  4. If you sell a service, experiment with calls to action. You might try “act now” or “buy today”.
  5. Monitor the sales for thirty days. We’d love to hear about your results.

Related video: This short clip illustrates how words can profoundly influence behavior:

By:Courtney Knapp
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