If you are a new business owner, the slump of low sales is no stranger to you. With older, more popular companies competing with you, gaining a foothold in the highly competitive market is difficult. But it is not impossible. What if you could change your current status in a short amount of time?
This is where effective communication comes into play. You can influence the minds of your customers to join you with a few well-placed words. Imagine the sales you’ll get once your prospects are on your bandwagon.
Best of all, integrating these suggestions into your copy comes free—all you have to do is sprinkle them here and there throughout your site or blog. Here are the words to use that are all but guaranteed to raise your sales:
Customers love hearing (or reading) that businesses have their interests, their needs, and their wants at heart. Much of the literature of the more traditional companies are centered on the company itself—its history, its mission, its products, and its services. “You” changes the focus on what’s important: the customer.
Another key advantage of using “you” is that it creates the feeling of a dialogue, a conversation between you and the customer, thereby quickly establishing rapport between the two of you.
Don’t underestimate the power of having something that’s brand new. Having access to the latest and the most cutting edge, whether a product or even an idea, is a concept that appeals to us. Newness implies exclusivity and tugs on our desire to keep up with the Joneses. There’s a reason why products are so often “new and improved.”
Take a look at Sony’s new handheld called the PlayStation Vita—the successor to its reasonably successful PlayStation Portable. While the Vita is presently a financial failure, having sold only 1.2 million units in its native Japan since it launched in December 2011, it remains the “most desired” handheld regardless because of the future it represents.
Who can resist a free lunch? The use of the word “free” is a direct pull at our resistance to losing anything, whether it is time or money. We’ve all gotten that extra plate at the buffet or refilled our soda cup, because it was “free.”
Customers always look for ways to get something for nothing. You might think that things being free might be bad for you, but that could not be further from the truth. Instead, offer things that are free on certain conditions, such as free shipping when customers order items above a certain amount.
Depending on the platform, the word “free” could also mean sales growth. Today, hundreds of mobile apps are free. Developers net money through extra service they provide for these apps. This is a massive thing you should not miss out on, especially when you are an e-commerce site, since mobile commerce is rapidly increasing these times. For more information, check out this article by SaleHoo.com about mobile commerce.
Remember your childhood awe at the world around you? Anything could be turned into a toy, and books were portals to strange new worlds. Those are the memories that the word “imagine” evokes.
By using this word, you are able to give your customers commands by telling them to visualize your pitch—an act that people usually resist. But by asking them to humor you, by indulging in this game of pretend, you are capturing their ability to fantasize. Imagine their reaction when you hint that with your services, this fantasy could become reality.
A common saying goes that trust takes years to build but seconds to destroy. Hopefully, if you include the word “guaranteed” in your marketing copy, securing trust between you and your customer won’t take nearly as long.
If they’ve never shopped with you before, the biggest worry that your prospective buyers have is that your goods won’t deliver as they expected. If you have confidence in your products and services, shoulder this responsibility and be accountable for their quality by offering a satisfaction guarantee. Once you’ve established a reputation for reliability, the customers will continue their patronage.
As a reputable business, your audience expects you to have a high level of expertise in your industry. Therefore, potential customers look to you as a source of authority for their shopping needs. You can reinforce this authority by providing them with reasons why they should buy your products or avail your services.
The word “because” plays a huge role in this process. Showcase the things you’re selling, and then back them up with excellent reasons. Online shoppers often aren’t looking to draw their own conclusions, and being direct by explaining the benefits of doing business with you will only increase understanding and sales of your product.
Not too many people are capable of delaying their gratification, and the power of this word is testament to that. If it were only possible, we want everything yesterday.
Target this desire by using words that imply promptness, like “instantly” and its synonym “immediately.” The word “fast” isn’t nearly as effective, but still implies that customers will have to endure little to no waiting time between purchasing and reaping the rewards of your product.
If you’re selling services, let the customer know that a representative will contact them immediately. This sort of dedication will tell your client that you are committed to the work, and this sort of standard is one they can expect if they work with you in the future.
If you’re selling products, make sure you partner up with a courier service that will back up (or, ideally, exceed) your shipping promises. If you say overnight delivery, then it better happen. If you say two-day delivery, try to get it to the customer tomorrow. This promise of instantaneous delivery is something that works well for software companies—with today’s high internet speeds, customers can literally have what they buy with just one click.
In the hands of a competent marketing team, these words have been tried and tested to reach customers effectively, therefore increasing sales. Now it’s your turn to try them out. Organically drop these words into your existing materials, and see what happens next. Then get back to us with your results.
Did they work for you? Did you discover other words that helped or words that added to your visitors? Running a business is a continuous learning process, and we’d love to hear from you. Share your experiences in the comments!
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