We have previously talked about the phrases your customers want to hear, which go a long way towards making your customer service exceptional. Words play a huge role in helping us decide which products to buy, so today we’re going to discuss some powerfully persuasive words you can start using in your marketing campaigns, in emails to customers, and when you make presentations, that will give your potential customers a push to buy from you, and not your competitors.
Easily the most persuasive word to use, some people consider it overused and maybe even ‘sleazy’. But think again. Everyone likes to get things for free. You can give almost anything away, if you’re giving it away for free. You want to grab your audience’s attention? Give them something for free.
Who doesn’t want to feel like they belong to a special club? When you make something exclusive, you’re making it available to only a select group of people. That makes people want it more. Other words and phrases to use in place of exclusive are ‘members only’, ‘by invitation only’, ‘insider’, you get the idea. Make something exclusive, and everyone will want to get in.
A legitimate concern for customers is authenticity. Whether you’re selling an authentic product and service, or you’re an authentic company, it’s a concern that you need to address upfront. If you can offer a guarantee, do it. It works. Make sure that you’re able to back it up. If you can’t actually offer a guarantee, you will only hurt your business by assuring there is one, and then not being able to follow up on the promise.
This is not a term that would immediately spring to mind when you’re thinking of persuasive words. It’s interesting due to a reason being attached. The human brain likes to hear an explanation. When you add ‘because’, our brains are hearing the why. Why do I need this? Because it will help me do something, make something, become better, whatever it is that your product or service is claiming to do. Tie your product, features, and the actions you want people to take in with a reason, and people will be more compelled to take action.
Another word that you might think is overused. But the fact is that life is complicated. If you can promise to make something easier, then that’s what people are going to buy. If a website isn’t ‘user friendly’ aka easy to use, then people are going to stop going visiting it. Surveys have shown that a top purchase factor for customers is ease of use. Consumers don’t want to make more effort than they already are. When everything is available at our fingertips, literally, complexity goes out the window. Keep it simple. And easy.
Which of these sound better to you? ‘How to Write a Blog’ or ‘The Best Way to Write a Blog’?
Chances are, you picked the best way. How often have you googled something and not got the results you were searching for, and changed your search to include the word ‘best’? We all want to come out on top, which is why we search for the best. However, merely using it as a label is not going to help your business, if you’re not excellent at what you do.
Pretty much everyone makes comparisons before making a decision and new purchase. With the daily use of social media, finding comparisons and reviews are easy. Your customers want to know who the best providers are, and then do a side-by-side comparison. You can use that to your advantage by providing a comparison on your website of the differences in price, design, functionality, etc. When you can openly show the difference, you save the customer work, and prove that you’re transparent.
Use first person language when you’re writing marketing copy intended to persuade. It makes the reader or listener connect with what you’re saying. It makes them feel special. When you use ‘you’, it makes your copy conversational as opposed to merely promotional, and brings your company’s voice down to a friendly level. Ultimately that is what you want. To have a conversation with your customers.