The power of using words that convert prospects into customers
Have you ever just “emailed it in” when it came time to write a subject line? I know I have, at least with regard to personal emails. After all, the really important information is in the body of an email, right? Why fret over the subject line?
That way of thinking is probably OK in casual emails to friends. They’ll open your emails simply because your name is in the “from” line. It’s a different story when it comes to marketing emails. The same goes for the headline you put on your blog posts. Everybody has the ability to create content today, and it’s making it harder and harder for marketers to stand out in the crowd. That’s why the words you use matter a great deal in whether someone will open an email or bother to read a blog.
Take David Ogilvy’s word for it. Actually, take his words for it. As SlideShare points out, the advertising guru published his list of the 20 most influential words for converting customers in 1963. Ever since, savvy marketers have been using those words when crafting headlines, bullet points and, more recently, email subject lines.
For the record, those 20 words are: suddenly, now, announcing, introducing, improvement, amazing, sensational, remarkable, revolutionary, startling, miracle, magic, offer, quick, easy, wanted, challenge, compare, bargain and hurry. All fairly common, everyday words, right? So what makes them so valuable in converting customers?
Consensus has it that it’s a brain thing — that we’re wired to associate sounds with images and, ultimately, actions. According to HubSpot, the words that salespeople use with contacts are crucial to their success. If they use the wrong phrase, it could cast a negative shadow on the proposal, while tweaking just a few words in the pitch might induce a client to buy immediately. The crux of the pitch is definitely critical, but the words used to deliver it are equally so.
The same goes for your emails and blog posts. Here are five other words that HubSpot says can help you convert more prospects to customers. You can use them in subject lines, headlines, bullet points, URLs and more.
1. You. The best way to get your prospects’ interest is to talk about their needs rather than what your company is about. The best way to do that is to use the word “you” as often as possible. Whenever you’re tempted to explain something from your company’s perspective, rework it to make your prospect the subject.
2. Value. Don’t dwell on all the amazing things your company’s product or service does. Prospects don’t care how great you are. They want to know how you can help them. So make it clear how you will create “value” for their business.
3. Prospect’s Name. People love seeing their names in messaging. As is the case with the word “you,” when prospects see their name in a subject line, it makes them feel like they’re the focus of your attention and your presentation is customized just for them.
4. Because. Always include a reason when you’re asking someone to do something. If your goal is to get prospects to download an ebook, tell them to do so “because” it has the information they’re looking for. Always include a reason why you’d like them to take these actions.
5. Imagine. If you can get prospects to see themselves improving their lives by using your product or service, they’re much more likely to try it. Using the word “imagine” can help you do just that. Suddenly, prospects aren’t just hearing about a better experience, they can see themselves in that situation
The upshot? Replacing a single word in a subject line or headline can dramatically improve your results. To learn about more ways to improve your marketing efforts, download the free ebook, “Techniques to enhancing marketing communications performance.”