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Chapter Fifty: Power words to boost your response

One of the easiest things to do in your marketing and advertising is to appeal to the logical side. Facts and benefits, feeds and speeds. Most businesses gauge their marketing just on this.

BUT, people buy based on emotional reasons for the most part.

How do you inject emotion into your marketing materials?

The words you use can be the key.

2 ideas for you here:

1) Learn how to write fiction! While this may seem counter-intuitive to you – writing fiction for business… it is a very important skill you can muster.

I will be the first to admit how much help I need here!

So, I went out and picked up a book called Fast Fiction: Creating Fiction in Five Minutes by Roberta Allen.

A fantastic resource for helping you boost your response.

Why fiction? One quote from the book will help you see why – "short stories… the process of association is one in which random sensations, ideas, and memories become linked in our minds. These connections may be alien to our rational everyday ways of thinking, but they tend to have a logic all on their own"

Think about that!

A way to bring in all your clients emotions into your marketing, in a seemingly illogical way. One that links them (and associates them) to you in their subconscious mind. Permanent wiring their mind to remember you and your story in a highly memorable way.

Short stories that tie into your marketing message will STICK with them. Facts, feeds and speeds won’t.

You can bring personality back to your marketing and you will be the ONLY ONE in your industry using this tool.

Pick up this book – or one like it.

2) Power words. The actual words you use can have enormous emotional impact. Boring words = bored prospects. Sexy, sizzling words and you have a prospect enticed to read what you are writing.

You can use active words over passive. Here are some active words you can sprinkle throughout your marketing:

  • Dramatize

  • Enhance

  • Erase

  • Finagle

  • Finesse

  • Motivate

  • Nip

  • Rouse

  • Seize

  • Shake

What about these:

  • Eye candy

  • Romantic tryst

  • Mystical presence

  • Spontaneous

  • Salsa rhythms

  • Surrender

  • Touchable

  • Shimmering

  • Stirring

  • Stunning

5 different approaches you can take in your closing arguments:

1. Your friends (co-workers, competitors, etc) will writhe with envy

2. For richer or richer

3. You will be modern, trendy and in vogue

4. To achieve peace of mind

5. Sex appeal

There are many others of course – but these ones are a great sample of what is possible with some simple words. (There is a fantastic book out call Power Sales Words by Vicky Oliver you should get – easy way to spice up your copy!)

 
 
 

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