As I scroll through my inbox, I am greeted by a plethora of phrases that share a common message. “Last Chance!” “VIP Access!” “Limited Time!” The businesses differ, but the goals are the same: Click this link. Now. I find myself romanced by the latter. I don’t want to miss out as the subject line implies. Not everyone is so willing to click. Statistics show us that only 23.9% of sales emails are opened. But don’t get discouraged. There’s a science to marketing and the importance of using the right words cannot be overstated. Word choice can and will have an impact on getting your e-mails opened and read and whether you convert prospects to clients. Let’s look at these magic marketing words that can help you boost conversions and improve the bottom line for your business. What are Power Words? Power words are words used by smart marketers and copywriters to trigger a psychological or emotional response. Power words incite a feeling, action, or opinion. They make you desire a product, click ‘buy now’, or trigger a memory. A strong power word is a difference between a reader adding themselves to your e-mail list, downloading that guide you worked tirelessly on or sharing your well-crafted content on social media. The key to smart marketing words is using the right words at the right time, depending on your goals. Stated plainly, you want to be sure to include one set of power words when trying to promote exclusivity and another when emphasizing urgency. Adding even a single word (if it’s the right word) can dramatically impact the successful outcome. Social Psychologist, Ellen Langer tested the impact of adding a single word in a social experiment where she asked to cut in line at a copy machine. Seems pretty simple, right? The results speak for themselves. “Excuse me, I have five pages. May I use the Xerox machine?” – 60% said OK “Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?” – 94% said OK “Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?” – 93% said OK Adding a single word, giving a reason, had powerful results. Even in the third example, where the reason was quite obvious, the results were are clear. What we say and how we say it matters. In fact, as we emphasized in our comprehensive guide on developing a great brand identity for your company, you must be deliberate about everything you do to to create a strong business brand. We have been trying to figure out the most powerful and impactful marketing words for decades. For example, look at this Washington Post ad from 1961: Getting it right the first time is more important than ever before. In the past, marketers had more time to reach the customer. In today’s tech-centric world, they have mere seconds to grab a customer’s attention. How to boost conversions with..
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