Tips and tricks for using marketing language

Language is a powerful tool. It helps you to connect with audiences and get them to take action. If you are a marketer (sales pitch) or email marketer it is very important that you use the “right” words. You need to think about which words or phrases will click with your customers. That means you have to be aware of what way of using of language works with them. You have to nudge them to open emails, click to visit your website or make a purchase, but which words will help you to accomplish this? Many words have the ability to motivate. The trick is to be determining of which ones work for your business and your situation.  If you can do this then you are aware of what use of language works the best for your business. Some words or phrases work better for one campaign than the other.

As a trick, there are some “magic marketing words’’ that can help you to make your use of marketing language in your emails, print marketing, websites or sales pitches more effective.
Some of these words are:

1. You: Write as if you are speaking directly to the costumer. Make it about the reader, not yourself.
2. Because: Gives the customer a compelling reason to take action.
3. Free: Never underestimate the appeal of “free”.
4. Value: Highlight the value that customers receive for their money. If you use words as “cost” or “price” you imply that they are losing something, in this case, money.
5. Guaranteed: Make the readers feel like they have everything to gain and nothing to lose.
6. Amazing/incredible: Customers respond to something out of the ordinary, but be careful not to overuse these terms or they will lose their power.
7. Easy: Let your customers know how much easier life will be with your product or service, and then make it simple for them to take the next step in the purchasing process.
8. Discover: Imply there is something new and unknown to the costumer, something that offers distinct benefits and gives them an edge.
9. Act now: Motivate an immediate response with a limited-time offer.
10. Everything included/everything you need: Establish that your product or service is all your customers will have to buy in order to achieve their goal.

It is also good to be aware of bad marketing language. There are words that are not effective.
As a tip, try to avoid these words:

1. Miracle: This oversells. Is what you’re offering truly a miracle?
2. Revolutionary: This is also overselling. Unless the product or service truly upends its industry, it’s not revolutionary.
3. Unique: Everyone uses unique now, so nothing is unique.
4. Great: Do not be generic by using “great”.
5. Exiting: This is almost as generic as “great”.

 

With marketing language in a sales pitch, there are also some specific words or phrases you cannot use. These words were not mentioned yet. Here are some do’s and don’ts on marketing language for sales pitches. Use these as a tip to become better and to become aware of what ways of using of language work and what do not not work.

• Do not: Use the word “contract”.
  Do: Use the word “agreement” or “proposal” instead.

Contract is a traditional sales word, but if you replace that with the word agreement, you involve the customer and it makes him feel better. This is because he is agreeing with you.

• Do not: Say “I need your signature here” or “Sign this here”.
  Do: Say “Please okay this here” or “Please okay this and date it”

You want to make the customers feel in power. If you use the last two sentences, you will accomplish this.

• Do not: Say “Five thousand two hundred and eighty dollars.
  Do: Say “Fifty-two eighty.

Dollars are too valuable and five thousand of them is way too many. Reduce the blow by saying the price with a little tact. Remember your selling value, not price. It’s an investment.