Your Marketing Words

This bit of wisdom comes from SalesDog.com:

It's Not What You Say; It's How You Say It!

by Michael Dalton Johnson

Words are powerful and magical things.

"Words create impressions, images and expectations. They build psychological connections. They influence how we think. Since thoughts determine actions, there's a powerful connection between the words we use and the results we get." —Nan S. Russell

Successful salespeople know they will sell more by using positive language. Example: Instead of saying, "We can't ship your order until next Tuesday," they will say, "We can ship your order as early as next Tuesday." Put yourself in the buyer's shoes; which statement is more satisfactory?

Simply changing or adding a few words to a statement can make it more compelling. "You will get a full 30 percent discount," blows away "We are offering a 30 percent discount."

When you accentuate the positive and create imagery you will make more sales.

I had to smile when I read the creative imagery of a restaurant menu that offered, not simply "bacon and eggs" but, " Two farm fresh eggs with country bacon." It's the same breakfast but one description sounds a lot more appetizing.

Which would sound better to a buyer? "Our product will save your company 2500 a month" or, "You will save your company 30,000 dollars a year with our product." Obviously, the second statement is more attention-grabbing because 30,000 "dollars" is far more dramatic than 2500, even though they amount to the same savings. More importantly, "You will save your company...," makes the buyer both intelligent and a hero. Buyers want to save money. Buyers like to make smart decisions. Buyers love to be heroes.

Because sales are all about what the buyer gets, "We offer excellent technical support" pales in comparison to "You will get world-class technical support."

Instead of saying to a business owner, "Your employees will really appreciate this program," consider saying with a smile, "Your employees will stand up and applaud you for giving them this program." Don't worry; the buyer will allow this bit of poetic license. Even though he/she knows the employees won't really stand up and applaud, the mental image of them doing so is powerful.

The practice of using positive words and phrases will help you achieve more results than you ever thought possible. This skill is developed simply by using it. Start today with prospects, co-workers, family, and friends. You'll begin to reap the rewards that come from accentuating the positive.
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