In addition to pictures and video, there is no doubt that using powerful words is one of the most influential and persuasive techniques to closing sales.
Most people might assume that the most influential word is free. Although this word is definitely in the running, the top reigning word that people respond well to is…
It turns out that the most persuasive word in the English language is “You.” Makes sense right? After all, people typically think about how products and services will benefit them personally, and marketers focus on how to tailor their products to your wants, your needs, and your emotions. In addition, research suggests that our brains light up significantly to hearing and reading one’s own name. Both suggestions deal with the power of invoking the self, and both can be applied to your sales and marketing strategies.
Personalization is key, and luckily e-mail lists aid you by typically allowing you to insert a specific customer’s name. When writing blog posts or other general posts to a larger audience however, using “you” is a more general way to capture the reader’s attention.
Coming in a close second is the word “free.” Who doesn’t love something for nothing? Dan Ariely conducted a study comparing value and price with chocolates. In the study, 73% of people chose a 15 cent piece of higher-quality chocolate (Lindor chocolate) over a one-cent Hershey kiss. However, when the Hershey kiss was advertised as FREE, the results basically flip-flopped, with 69% of people choosing the free Hershey kiss. What a difference one penny makes!
Although you may be able to work a free aspect into your marketing strategy, it might be more beneficial to focus on this word instead:
People respond well to value because they like to see just how much a product or service benefits them. The value of your product or service to a customer may surpass any pricing restrictions. For example, I would rather spend more money on a product that I know will last longer than less money on a product that has weak durability. The key here is to identify your customer’s wants and needs, and offer them ways of how your products and services would be of value to these wants and needs. In order to do this, shift your focus on how the customer can get more out of your product or service, not how they can pay less.
Our minds love to seek out order and answers. Take a look at this experiment in which a woman tried to cut in line at a photocopier. When she asked, “Excuse me, I have 5 pages. May I use the Xerox machine?” 60% of people let her cut the line. However, when she asked, “I have 5 pages. May I use the Xerox machine, because I am in a rush?” 94% of people allowed her to cut the line. This shows that applying reasoning to an action is crucial. The next time you ask your customers to buy a product, take a survey, or provide a referral, make sure to explain why you would like them to take the requested actions.
“Price match guarantee!” “Money-back guarantee!” You’ve seen it– the word “guarantee” is planted throughout store walls and advertisements everywhere. Customers like to be sure of future outcomes, and they like to feel secure when they make decisions. Guarantees make customers less leery of risky decisions. What can you guarantee your customers?
Be sure to use these words with upcoming sales prospects, and you’re more likely to close the deal!