According to a Yale psychology department study, there are ten words you should be using in your advertising techniques to get the most powerful responses:
New, Save, Safety, Proven, Love, Discover, Guarantee, Health, Results, and You (which was listed as the most powerful above all!)
As a marketer, knowing these types of things always interests me, but as one who’s interested in the ‘heart’ of business, I’m just fascinated as the feelings behind why these words are so powerful in advertising.
It can be all too easy for any marketer to fall into the trap of making it ‘about me’. I think a lot of that is simply ingrained in us from the older days of advertising – the lack mentality and desperation to say ‘Look at me! Look at me!’ where the one who shows the most glitter gets ahead.
It can be very difficult to trust your marketing on the strength of who you are and the foundation of quality that you provide when you’re living on the fear that someone else may get ahead!
But think about it – if you can provide something unique and novel, your product or service is going to shout ‘NEW’ and ‘DISCOVER’ louder than any of your copy will. If you can offer testimonials and give your honest word to stand behind your product or service, ‘PROVEN’, ‘RESULTS’, ‘SAFETY’ and ‘GUARANTEE’ are spoken out for you.
If your true desire is to make honest money with something you know your audience can afford and pay happily, they’re going to know that they’re SAVING, and while not everything has to do with HEALTH, any product or service you create that contributes to overall balance is going to have an affect there too.
LOVE, of course, can literally show through everything you do – and the more you love what you’re doing and who you’re doing it for, the greater the power of that word will pervade throughout every aspect of your business.
And YOU, of course – your client or customer – they’ll know right away if it’s all about them or not as soon as they stumble across your marketing efforts!
Does this mean you should never use these words in your copy or advertising techniques, simply letting your product or service speak for itself? Continue Reading
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