Using the right words when you write copy, blog posts, sales letters or any sort of marketing material for your small business is the most direct way to communicate with customers and clients.
Words are probably the most powerful weapon in your marketing arsenal.
We’ve already covered how storytelling is one of the most effective ways to use words in your strategy.
But how do you choose the most powerful words? How do you find the right style or voice with which to write?
The Two Most Important Words
Copyblogger founder Brian Clark has a very interesting article on his very popular blog about what could very well be the two most crucial words you’ll ever use to win over potential costumers.
The first of those two words is YOU.
You may have heard about how important it is to write conversationally – but who that conversation is about is just as important.
Let’s be honest – we all find things more compelling when they are about us and not just someone in general.
Which of these sentences do you think is more effective?
People can save as much as 75% when they order with us! OR The average customer saves as much as 75% when they order with us. OR You could save as much as 75% when you order with us! Come on – it’s not even a competition.
People want to know that your company is going to meet their needs and fulfill their desires. They don’t care too much about the details of the company they might buy from (no matter how interesting it seems to you). People want to know what that company can do for them.
Think about some of the most popular ad slogans – “You’re in a Good Hands with Allstate.” “Are You Ready for Some Football?” What’s in Your Wallet?” “What Can Brown Do For You?”
Don’t get hung up on using the specific word “you.” Sometimes the word you can be implied. Other times we advertising is designed to put words in our own mouths like McDonald’s current slogan “I’m Lovin’ It.”
The point is your writing should be focused on your audience – not your company.
Keep that in mind when you create the words you’ll use when you order custom folders. Is there a way to make the words you print on those folders customer-centric instead of company-centric?
The other most important word you can use is BECAUSE.
To understand the reason why, you need to know the difference between a product or service’s feature and its benefit. It sounds like the two could by synonyms – but they’re actually very different.
Here’s the best way to explain it:
A feature is something your product or service does or contains. For instance This snow-blower can send snow flying 50 feet!
A benefit is how a product or service and their features affect the customer. It’s how they can change their lives for the better. For instance – You need this snow-blower because you’ll clear your driveway twice as fast so you can get out of the cold and on with your busy day!
When you add the word because when writing about benefits, you’re adding credibility to the statements you make. You’re telling someone WHY they need what you have to offer – not just what it does.
When you want someone to take action – make sure you give them a reason why!
We’ll wrap up things in the next post with a look at hard sells, soft sells and the all-important call-to-action!
Image: luigi diamanti / FreeDigitalPhotos.net
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