Words that sell most anything in digital marketing. At Trier and Company, our team of digital marketing strategists believe that the pen is mightier than the sword.
As the primary “weapons” to convert prospects into customers for a technology clients, words are incredibly important. How digital strategists write about a client’s company or product can have a dramatic effect on the flow of the customer funnel. Using the wrong phrase might cast a negative shadow, while tweaking just a few words in the content might make a client’s launch more successful. The underlying message is certainly critical, but the words used to deliver it are equally so.
That’s why all digital marketers should become word nerds. Here’s a list of words that can help you deliver results-oriented digital marketing campaigns and earn your clients’ trust in the process.
Digital Marketing is about the customer, not about the company. A simple way to make that clear is by using the word “you” as much as possible. Think back to your childhood — did your parents ever tell you it was impolite to talk about yourself? Apply that rule here. Every time you might be tempted to phrase a sentence from the perspective of your company, find a way to rework it to make your prospect the subject.
“Customers don’t care about features and benefits,” Colleen Francis, owner of Engage Selling Solutions, writes in her book Nonstop Sales Boom. “They only care about value and achieving their objectives.” Again, it’s about them, not you. Skip over all the amazing features your product or service contains and instead make it clear how your offering will create value for your prospect’s business.
3) Should we … ?
Most people balk at being told what to do — especially when the person dishing out orders is not a member of their organization. With this in mind, the phrase “you should” can come off as arrogant and presumptive. Reformulating suggestions as questions helps the customer keep an open mind and diminishes the potential for the conversation to take a nasty turn.
According to The Challenger Sale, “Widespread support for a supplier across their team is the number one thing senior decision makers look for in making a purchase decision.” So words that express agreement among stakeholders — such as “support” or “consensus” — could have a significant impact on your primary buyer’s mindset. If you have backing from the entire team, play it up as much as possible. If you don’t, stress how you’re going to attain it.
5) Imagine: What If You Could…
Stories stick in people’s mind more readily than straight sales messaging. So the best digital ad campaigns don’t only use stories in their speech, they also make sure prospects see themselves as the visionaries. The word “imagine” can be helpful in this aim. Suddenly, the customer isn’t just hearing about a better future enabled through a new product or service — they’re actually picturing themselves living it. And now the vision isn’t just in their minds; it’s a shared vision.
6) See; Show; Hear; Tackle
Okay, so this isn’t one word, but they’re all part of one family. Each of these words evokes a sense, and sensory language grabs people’s attention. Think about how the words you use relate to visual, auditory, and kinesthetic triggers.
7) Power Words
The English language is filled with words that provoke strong feelings — fear, joy, discomfort, safety. A results-driven digital marketing campaign will summon all of these feelings and more at the right times. To hit all the appropriate high and low notes, incorporate power words into your speech. Jon Morrow’s list of 317 words that pack a punch is a good place to start.
8) Buy Now… Because
Ellen Langer, a social psychologist and professor at Harvard University, conducted a study where she tested the impact of phrasing on people’s willingness to let someone cut them in line. Here are the variations she used:
“Excuse me, I have five pages. May I use the Xerox machine?”
“Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?”
“Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?”
While only 70% agreed to let her cut in line when she used the first question, upwards of 90% let her skip when she used either the second and third phrasings. The takeaway? When asking people to do something, always include a reason. Don’t just request that your customer introduce you to another stakeholder or fill out a survey — explain why you’d like them to take these actions.