Do words have the power to influence sales and conversions? Have you ever thought about how they impact you? Reflect on the following words and phrases for five seconds each:
- Falling in love
- Wealthy and handsome
Did any of these words provoke a strong emotional response? Did they cause you to want to take any action?
If any of the words above were used to describe a product or service, would you be more or less inclined to make the purchase? The psychology of words can be profound.
- You can leverage the power of words and phrases to increase sales and conversions. People consistently purchase products that promise to make them feel younger, more attractive and healthier.
- Incorporate words into your advertising that resonate with your target audience.
- Select words that are descriptive, credible, emotional, and authentic.
If you don’t know where to start, conduct some simple, cost effective market research:
- Talk to a few of your best customers and ask them why they like your brand.
- Ask them how your product makes them feel.
- Ask how they would describe the product or service to a friend.
- Use their feedback to incorporate powerful words and phrases into your marketing materials.
If you are a new business, ask yourself how you want your customers to feel or behave. What do you want your clients to experience when they use your product? Use your answers as a foundation to select key words and phrases.
Courtney’s Action Items:Test the power of words with these simple steps:
- Pick two products. Attach attractive paper tags (or computer buttons) to each item.
- Each tag should contain a word that is relevant and positive. For example: powerful, youthful, or beautiful. If you sell jewelry or clothes, experiment with more esoteric words.
- Use large bold fonts and make tags or buttons very visible. Red or orange draw attention and create a sense of urgency.
- If you sell a service, experiment with calls to action. You might try “act now” or “buy today”.
- Monitor the sales for thirty days. We’d love to hear about your results.
Related video: This short clip illustrates how words can profoundly influence behavior: