Words Matter

It’s said that in life, words matter. Simple phrases and how we say them as we interact reveals much about our inner character. I recently listened to a message about how three phrases have the power to change emotion. And it dawned on me that these same phrases, all filled with goodness, have a place in the tone of our marketing messages.

Words in a sales letter, email, website, blog post, social media or video, have the potential to shift emotion in a positive way. The most effective words are simple. Once you understand and empathize with the feelings of your reader or prospective customer, you can shift the tone of your message in a positive way.

While these three phrases could be literally stated in your marketing message, it’s really the tone you should strive to send. So today I suggest you think about how you can put an encouraging tone on the emotion you want your message to convey, and consider how your headline, body copy, or story, can move your audience to a positive emotion.

•    “Thank you.” By themselves, the words can be a bit hollow. “Thank you for your business” is nice, but a sincere thank you that reveals the depth of your inner gratefulness can be much more impactful. 

•    “I appreciate you.” Most of us like to be appreciated. Once again, the exact words you use don’t have to say “I appreciate you,” but rather, convey the appreciation of people as customers in your actions and with words. 

•    “I love you.” You probably wouldn’t say this in your marketing messaging (although you’ve surely seen signs that say “We love our customers”). In this instance, think of it as affection for your customer or the pleasure you have in serving them.

The tone you convey using the emotion of these phrases does matter. Sincerely expressing these feelings can become a platform for building, retaining, and strengthening long-term relationships with your customers.

(This column also appears in Today @ Target Marketing)

Comment /Source

Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.