When you think about advertising and marketing, what comes to mind? Most likely, you instantly recall a few television or radio commercials with short, catchy messages. You might even remember ads from ten or twenty years ago, because they were just that memorable! If you have a plumbing problem, you might instantly pick up the phone to call that guy with the catchy jingle.
What makes marketing messages so memorable? More importantly, what makes them powerful enough that you act upon them? Sometimes it’s a catchy jingle that gets your attention, but it’s also the incredible subliminal power of words.
Language can convey terrific amounts of subtlety, helping you win over your audience when you choose the right words. The following ten words are some of the most powerful ones in marketing.
You. We’ve already used this word eight times in this article, and we didn’t do it by mistake! We know that offering you general, impersonal information would bore you. Instead, we speak directly to you, because that is much more personable and memorable.
Free. This is one of those emotionally-driven words, especially in the United States where we all love our freedom. More specifically, using the word “free” signals to your readers that you’re not just trying to take their money. They drop their defenses and pay attention to you.
Offer. Must like the word “free”, an “offer” helps you dig through your prospects’ wall of defenses. You aren’t trying to get your hands in their pockets; you’re doing them a favor. See how much nicer that sounds?
Easy. If you’re asking your audience to do something, subtly remind them that it’s just a small, simple task. The word “easy” tells them that following your call to action won’t take up a lot of their time, or be overly difficult.
Now. A call to action could easily be put off until later. Adding the word “now” is a subtle direction, and gets the job done right away.
Hurry. This is another great word to use alongside a call to action. People don’t like to miss out on a valuable opportunity, and the word “hurry” implies that this offer might not be available forever.
Revolutionary. We’re all about innovation and new ideas these days, and consumers want life-changing products and services. Set yourself apart from the competition, and tell your prospects that you’re not offering the same old financial services their grandpa used.
Because. Your prospects aren’t going to hand over control of their life savings without a very good reason for doing so. Using the word “because” signals to your audience that you’re willing to give them that reason.
Challenge. Speaking of “problems” can sound too negative. A “challenge” is something that people are motivated to overcome, and of course you are the guy who has the solution!
Compare. Everyone likes to feel in control of their decisions, especially when large sums of money are involved. Inviting your prospects to compare your services to those offered by the competition is a terrific way to put them in the driver’s seat, and also makes you appear more confident.
These are just examples of powerful words that advisors should be using to overcome their audience’s defensive walls, create a lasting impression, and spur prospects into action. We know quite a few more of these tricks, but you’ll have to contact us to learn more about them. Give us a call or shoot us an email, and we’ll be happy to analyze your digital marketing strategy and make suggestions for improvements.