July 22, 2015
There are words to get your email read and words that ensure your subject line gets read, but what are the things you need to say in order to increase the value of your business relationships?
No matter how powerful and effective your product is, the way you frame your product to your clients makes all the difference. To add value to your product, you need to focus on what words you use for promotion and how you can best drive value in the relationships you cultivate with whatever service, platform, or tool you are selling. Your words should reflect how you want to convey the product to the client, and hook them into wanting to buy or continue building a relationship with you.
So, what should you say? What words are the best to use? We've got you covered.
Your prospects are coming to your website or reading your messages because they want something. It is up to you to determine how to convince them to buy your product or service over others. Much like limiting clicks to get to the final goal, clients want to give the least they to receive more from your company.
Changing your CTA to use the word 'get' rather than "Buy", "Order", "Click", or "Sign-up". By using the word 'get' you are describing what they will be receiving rather than what they are giving up to receive your product. If your CTA shows more value for the customer, then you will increase the amount of conversions from your content. The word 'get' helps the customer answer the question of "what do I get from this?"
When your words are vague and general, people tend not to respond well to them. Your words should accurately describe and promote your product. The client may seek you out with some previous knowledge, but that knowledge is not guaranteed.
Making you description more focused on the value you can provide rather than giving an over the top sales pitch style promotion, will attract more customers and set you apart for your authenticity. You should aim to make your product something the prospect will want and buy rather than something they window shop for. By describing specific features and what makes the product worthwhile, you are increasing the individuality and making your product stand out above others.
You can be as creative as you want with your description. If you notice a product is not selling as well as another type of similar product in your product mix, then try changing up how your promote your lesser valued product. This might mean promoting a feature that can be found in both products, but concentrating on it more with one product above the other. By tweaking your words, you can alter the perception of your product. By making your words more specific, you can increase conversion by 16%.
Show your clients why your product is better than the rest. If they are looking for an improved model over what they had previously, then they are seeking an upgrade. So, give them what they want. Tell them why your product is a step up from what they had previously. How will this 'upgrade make their life better? According to the Zillow blog, "lower-priced listings with the word "upgraded" sold for 1.8 percent more than expected". Describing what has been improved to a home, product, service, or application allows transparency for your clients and gives them proper expectations.
Much like 'upgraded' the word 'new' gives us the same fresh and exciting picture in our minds. When we see 'new', we automatically jump to thoughts of improvement and have a greater desire to obtain the product. Take the example from cognitive neuroscientist Dr. Bianca Wittmann, when you go to the store and want to buy your favorite candy, you are likely to see some new and different type of candy and feel intrigued to try that one for a change and stray from the usual choice.
Allow the customer to picture what your product can do for them if they decide to continue with your services. By using this word the client can look towards the future to realize what their life will be like with your product.
Using 'because' allows you to elaborate on what sets you apart. It gives you a way to explain yourself and add value in a less discrete way. You can explicitly state why your product will improve the life of your customer, or how it can better aid them in the future.
Much like the word 'get', 'benefits' shows the customer what they will receive with your product. You can describe how they will be better off if they convert to your product and what they will gain rather than focusing on what they need to give up.
Using 'let's' gives the perception of working together. With this word you create the idea of cooperation and partnership. Rather than the client feeling like they are alone in their purchase, they will feel like you are backing them up while they make a decision and use your product. This word makes you be a part of the same team
According to Gregory Ciotti, the founder of Sparring Mind, humans try to be adverse to loss. It is a common economic principle: we will try our hardest not to give up what we have earned; therefore free stuff gives us heaps of excitement because we usually don't have to do much more than reach out our hand and smile.
Who doesn't love free things? Whether it is a sample in the grocery store, or a pen from a conference, we love to receive things that we don't have to pay for. Despite this, 'free' sometimes gets a bad reputation. Many times when you put 'free' in the subject line of an email, the spam filters will mark it and send it to a different folder, but subject lines with the word 'free' tend to get high amounts of opens. Because of this, use the word 'free' at your own risk.
These words pack a real punch with your audience. 'Power', 'assault', 'hazardous', are examples of power words that you can use to draw out strong emotions from your clients. If you are careful in how you use these words, you can have a strong effect on your customers. Intense words will lead to more trust in your company. Words like 'guarantee' give a feeling of comfort and can lead to a positive emotional response among your clients.
Create a full experience for your clients by describing your product in a way that appeals to their senses. Much like emotional words, they can lead to a mighty impact with your client.
Personalization is the name of the game. The goal is to focus on your client, not yourself. By taking the light and shining it on your client you make them feel important. Your client will feel like they are being directly spoken to rather than trying to extract meaning from your words.
People like hearing their name. Repeating it and making sure the client knows you are aware of them and that they are important will make you stand out above the competition. The interactions you have with them will feel more personal. With these words, you will create a powerful subconscious connection with the client.
Turning your attention to the way your product is framed helps you gain more conversion. If you want to be more successful with your clients pay attention to how you describe your product.