Words matter. We all know that and they matter a whole lot in your marketing materials. What you say or write can determine whether a prospect becomes a client. The right word will trigger someone to respond exactly how you want them to. It can come from an emotional point of view or a psychological one. The words that move someone to respond are called Power Words. They are powerful influencers and can persuade people to act. Power Words are used everywhere from billboards to television commercials, product packaging to direct mail pieces. “Sign Here” “Click Now”, “Don’t Hesitate”, “Go to our website” are all powerful in their instructions and in their command. These words will help increase conversion rates for just about anything. A couple of power words mixed in with a call to action and you have the recipe for success.
Let’s start with what they call “Vanity Words”. These words are all about YOU, or in the case of direct mail marketing, all about the prospect. People like to talk about themselves and when they are going to purchase something, they want to know how it is going to benefit them. They want to know how they will look, feel and be when they respond to an offer or service. Vanity Words make a prospect feel better about themselves. Use the words Amazing, Elegant, Gorgeous. Tell them they are Beautiful, Handsome and Brilliant. The words for rich can be Wealthy, Fortunate, Prosperous and Successful. Gutsy, Heroic, Brave, Amazing, Powerful, Fearless describe the invincible types. Bold and Boss and Leader and Legendary are shout outs to those at the top. Words that describe one’s intelligence could be Quick Witted, Genius, Smart, Strong, Remarkable and Scholarly. And then there are the Vanity Words for a sense of humor such as Sassy or Saucy, Brassy, Brazen, Cheery and Clever, Funny, Hilarious and even Hysterical. Probably the most important word of all to use in marketing with a Vanity Word is the word You.Talk about them and you will see a conversion.
The next words to consider for conversions are “Greed Words”. Although the word greed can feel negative, it is natural that people want things for themselves that they can probably live without. Greed Words can be over exaggerated words and they can be exciting. Full of anticipation and desire, these words can be fun to use. Bargain Basement and Discounted, Last Chance, Limited amount left and Super Savings are all Greed Words that trigger a last chance purchase. Cheap, Economical, Markdowns, Price Break, Reduced, Quick Sale and Sale Ends Soon make people respond in a timely fashion. When it’s gone, it’s gone! Then, there are words such as Rich, Exclusive, Extravagant, Luxurious, Special and One of a Kind that lets you know that the product is valuable. Save, Bonus, Expires, While They Last, and Value give an indication of prices. Millions, Billions, Jackpot and Massive are Greed Words that put dollars signs to use.
“Inquisitive Words” are ones that provoke someone to look further, learn more and quench hunger or thirst. Inquisitive Words work well in headlines, titles and subject lines for emails. Using these words will increase click throughs to web pages and to blogs or special landing pages. Words such as Controversial, Black Market, Behind the Scenes, Insider Information all draw attention to the inside secret. Bizarre, Strange, Out of this World, Off the Record and Unauthorized create intrigue and suspense. Astonishing, Cringeworthy, Off-limits, Shocking and Unique allow your statement to be unusual and different. Words that can be secretive and creates desire to know more are Hush-hush, Illegal, Illusive, Black market, Blacklisted and Underground. Inquisitive Words makes people open emails and increase click through rates.
The “Lazy Words” are ones that give the impression of minimal work. People respond to these words because things sound simple and easy to use. They can avoid detail and hard work and there are no complications. Lazy Words are ones such as Simple, Accessible, All-inclusive, Basic, Free and Effortless. Cheat sheet, In less than, In record time, Manageable and Straightforward describe easy situations to a T! The words Uncomplicated, Quick and Ready, a Cinch and Instant give the explanation that your customer can have things right now. Lazy Words can also include Downloadable, Easy, Economical, Efficient, No nonsense, No problem and No sweat. Lazy Words work well in subject lines and in Headlines.
“Passion Words” are fun to use in marketing. Although immediately connected to sex, Passion words are simply wanting something very much! Passion Words can make a simple offer seem like the most wonderful gift in the world if used correctly. Provocative, Mouthwatering, Lovely, Captivating, Obsession and Tantalizing brings to mind cravings. Alluring, Charismatic, Mind blowing, Thrilling and Striking are words that makes the reader seek more. And then there are the words Brazen, Enchanting, Hypnotic and Intriguing which add to a description of a product that everyone will want to buy. Passion Words are best used in descriptions of events and products in order to bring the reader right to the purchase.
“Anger Words” are next on the list and these words can sway ideas and decisions. You need to be careful with these words in marketing because getting someone to be angry can cause situations to become irrational and focused on the wrong thing. You must use Anger Words knowing the power they can have over a reader. Rant, Rave, Sick and Tired, Rude, Mean, Nasty, Hate, all words that can make you cringe. Then there is Greedy, Hostile, Ruthless, Backstabbing, Snotty and Stuck Up which describe a character traits. Thug, Buffoon, Coward and Liar describe the character themselves. Sneaky, Violent, Weak, Arrogant, Annoying, Disgusting are action characteristics. And the words Crooked, Bully, Evil, Loser, Know it all, Underhanded and Vicious tells us everything we need to know! Anger Words can be very effective especially if they are appealing to the readers emotions.
On the same line of anger, there are “Fear Words”. The words are also very powerful and they can draw people in from the most basic point of view. People respond by being afraid of what might happen if the don’t take action. Fear Words work well in calls to action in headlines. Apocalypse and Armageddon and Doomsday work well in causing fear. Backlash, Cataclysmic, Catastrophe, Dangerous, Dumb and Embarrassing can get people to think about how to respond. Frantic, Frightening, Scary, Risky, Volatile and Toxic go right to the heart of the emotion in the moment. Hoax, Horror, Looming, Terror and Terrorist are other words that provoke fear. Gullible, Stupid, Vulnerable, Lunatic and Crazy might describe a person or a whole group. Fear Words like Anger Words need to be used carefully and only with the right message.
“Trust Words” are much more pleasant and can make a strong connection to their audience. Trust Words are the basis of your content. You want the reader to trust you and have faith in what you are telling them. Emails, blogs, instructionals and forms should all have Trust Words used throughout. Accredited, Endorsed, Recognized, Scientifically proven and Well respected are all words and phrases that back up the assertion that you know what you are doing. Best selling, Genuine, Proven, Reliable, Authentic and Professional are words that go a bit further in their description of the character. You can up the value of what you are announcing by using the words Official, Approved, Secure, Bona fide and Expert. And you can always use Dependable, Tested, Certified, Guaranteed and No risk to seal the deal. Trust Words are your beacon of light to bring the prospect to customer status.
Power Words used in all of your marketing, can help get the conversion done. Whether it is a direct mail piece, a flyer, a postcard or your website, Power Words are the once that stick in the reader’s brain. They make them think, have an emotional response and then act. Words are important and they matter … as the saying goes!
Direct Mail Marketing is one of the best advertising strategies you or your business could utilize to reach customers and prospective clients. It is cost-effective, versatile, highly customizable, quick and easy to set up, reliable and helps you stand out from the typical marketing routines of your competitors. The advantages of direct mail marketing are limitless! Also, the results of your marketing efforts can be measured and tracked easily when using direct mail – no more complicated analytics or time wasted wondering what works and what doesn’t. Using highly-target mailing lists, coupled with unique letters and envelopes, direct mail campaigns ensure your potential customers heed your message by putting your advertisements directly into their hands. In the spam-riddled world of today’s online marketing, using direct mail to publicize yourself makes every cent of your marketing budget count with a high chance for a strong return on your investment. Everest Direct Mail and Marketing can help with all of your direct mail needs and get the message out into the hands of those that will be your next client or customer.