Twelve Words that Can Help You Sell More
“Can you show me an example of an effective communication that uses these words?” Lucy asked.
“Give me 10 minutes,” Marka said. Exactly 10 minutes later, Marka showed Lucy this letter:
Dear Joe Firebuyer,
FEI’s new ZX10 torch-lighting solution is an easy way for you to save money. The ZX10’s fuel-efficient technology is proven to lower your business’s energy output and monthly energy bill.
The ZX10 will keep your restaurant well-heated and well-lit, guaranteeing that your patrons have a healthy and happy dining experience.
You’ll love the results of our new ZX10. To discover more, please call me at 1-800-FEI-1234.
Marketing Manager, Fire Enterprises, Inc.
“I just incorporated all 12 words into this letter without breaking a sweat,” Marka bragged. “As a rule, these are the most persuasive words you can use when selling or advertising something. Like all rules, however, this one has exceptions. Use these words only when appropriate. Figure out what you want to say, then work in the words where they make sense—not the other way around.”
“Got it,” Lucy said.
The next day, Lucy mailed a batch of Marka’s letters. A week later, she got a call from Amber, owner of Amber’s Ambrosia Café. “I’ve never considered changing up my fire solution before,” Amber said, “but I gotta say, your letter was persuasive. Let’s get started.”
“Was it persuasive?” Lucy mused with a knowing smile. “I had no idea.”
Using certain key 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. Use these words only when appropriate. Figure out what you want to say, then incorporate the words where they make sense—not the other way around