Twelve Words that Can Help You Sell More

Last week, FEI marketing guru Marka gave marketing greenhorn Lucy tips on creating a broadcast email headline that stands out from the clutter. This week, Marka teaches Lucy how to use 12 of the most persuasive words in advertising. Remember, fire = print.

One day, Marka was spending her lunch break in her office practicing her O-putting on a rollout green. Mid-putt, someone knocked on her office door.

“Come in!” Marka said, wondering if someone found her ball that rolled into the hallway.

Lucy opened the door. “I need to pick your brain.”

“Shoot,” Marka replied, happy to see apprentice Lucy coming to her for advice.

“I want to send 50 of our top restaurant prospects a letter announcing the ZX10 model torches. Here’s what I have so far,” Lucy said as she placed a letter on Marka’s desk. “Can you help?”

Marka read the letter carefully.

Dear Joe Firebuyer,

FEI’s ZX10 model torches are an excellent product. They will warm your restaurant. More fuel-efficient than regular torches, these torches can reduce your heating bill.

Interested? Please call me at 1-800-FEI-1234.

Yours truly,

Marketing Manager, Fire Enterprises, Inc.

“I see what you mean. I don’t find this very persuasive,” Marka admitted. “This is a good opportunity to incorporate some of the 12 most persuasive words in advertising.”

“Tell me more,” Lucy said eagerly.

“Using certain words—in sales letters, in advertisements, during sales calls—can help you nudge your prospects toward a sale. Thanks to decades of trial-and-error by past marketers, we now know which words are most likely to inspire prospect action. They are…” Marka grabbed a piece of coal and began writing.

  • You
  • Discover
  • Easy
  • Proven
  • Save
  • Money
  • Guarantee
  • Health
  • Happiness
  • New
  • Love
  • Results

“Notice what these words have in common,” Marka continued. “They all appeal to universal human desires. Everybody wants to save money. Everybody wants something that’s easy, guaranteed and proven. Use these words in your copy to connect with your prospects and drive them toward a buying decision.”

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
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