July  2004      Vol. 13, No. 7  REAP HOME PAGE  A publication of the Center for Rural Affairs    
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Words that Sell: Do You Use them in Your Business?

We all know the English language contains hundreds of thousands of words. But did you know that only 21 of them can easily sell your clients?

Yes! It’s true. When you know what these proven words are and how to use them to your company’s benefit, you’ll save both time and money when selling to prospects. In fact, once you master the use of these 21 words, your business will quickly get the results it deserves. (Hint: this paragraph contains 10
of the 21 words. Did you spot them all?)

The Top 10 Words that Sell

  1. You/your – “You” is the most powerful word in the English language. It’s more powerful than the word “money.” Prospects want to feel as if you’re talking to them directly, and the word “you” accomplishes just that. So instead of writing, “Our clients report increased productivity as a result of using the Widget 2100,” write “You will experience increased productivity as a result of using the Widget 2100.”
  2. Money – Ask people what they wish they had more of and chances are they’ll say “money.” People love to save money just as much as they love to earn it. So if a benefit of your product or service is that it saves people money or helps them earn more money, state it along with a monetary figure people can grasp.
  3. Health/healthy – The second thing people wish they had more of is good health. People want products and services that are going to either improve their health or not negatively impact it.
  4. Guarantee/guaranteed – By nature, most people are not risk takers. They want assurance that they’re not wasting their money and that your product or service can live up to its claim. By giving some sort of guarantee, you put prospects at ease and make them trust you.
  5. Easy/easily – Between 40+ hour work weeks and increasing demands at home, people want things that are easy. They don’t want products or services that are going to make their life more difficult. So always state how easy your company makes things.
  6. Free – Everyone loves getting something for nothing. That’s why the word “free” continues to be one of the top selling words of all time. Realize that the free offer doesn’t have to have a high monetary value, just a high perceived value.
  7. Yes – Face it, you love being told “yes,” don’t you? “Yes” means you have permission, you were right, or you can get what you want. “Yes” is one of the most pleasing words to the human ear. So tell your prospects “yes” often.
  8. Quick/quickly – In today’s microwave-age society, people want things quickly. They don’t want to wait weeks or even days for the results you promote. They want to know they’ll see a quick return for their investment now. So while the perception of quick results may vary from person to person, as long as you know that your product or service is quicker than something else, state it.
  9. Benefit – Most written marketing pieces do state the benefit of the product or service; however, they neglect to actually use the word “benefit.” When people read the word “benefit,” they subconsciously perk up. They know they’re about to learn something that will impact their life, so they want to know more.
  10. Person’s name – People love to hear the sound of their own name, and they love to read their name in print. That’s why so many souvenir shops sell personalized items – from magnets to coffee mugs. Including the prospect’s name in a marketing piece, especially in the middle of the sentence, boosts attention levels.

The Remaining 11

The other 11 words that sell are: 1) Love, 2) Results, 3) Safe/safely, 4) Proven, 5) Fun, 6) New, 7) Save, 8) Now, 9) How-to, 10) Solution, and 11) More. While synonyms to these 21 words are acceptable, synonyms are not as powerful as the actual word itself. So in order to not appear redundant in your marketing piece, use the appropriate word wisely and don’t overdo it.

When you use these 21 words in every marketing piece, you quickly increase your prospect’s interest in what you write, which ultimately leads to more money for you. So master the use of these proven words now. Doing so, dear reader, gives you the easy solution to low marketing response rates you’ve been waiting for.

Can you do it? Yes! And you’re going to love the results. Guaranteed!

Source: By Dawn Josephson, President/Founder of Cameo Publications. Email her at dawn@cameopublications.com  or call 843.785.3770. Appeared in June 2004 issue, Small Business Marketing Idea-Letter, 877.700.1322, idealetter@aol.com 
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