The Top 10 Words that Sell

1. You/Your – “You” is the most powerful word in the English
language. It’s more powerful than the word “money”; it’s more
powerful than the word “sex.” Prospects want to feel as if you’re
talking to them directly, and the word “you” accomplishes just
that. So instead of writing, “Our clients report increased
productivity as a result of using the Widget 2100,” write, “You
will experience increased productivity as a result of using the
Widget 2100.” Keep every sentence in your prospect’s perspective.

2. Money – Ask people what they wish they had more of, and chances
are they’ll say “money.” People love to save money just as much as
the love to earn it. So if a benefit of your product or service is
that it saves people money or helps them earn more money, state it
along with a monetary figure people can grasp. For example: “Using
the Widget 2100 saves you money – over $5000 per year!”

3. Health/Healthy – The second thing people wish they had more of
is good health. People want products and services that are going to
either improve their health or not negatively impact it. For
example: “Vitamin X improves your health and well being by…” or
“Pesticide Y has no known health implications,” or “Product Z is
part of a healthy diet.”

4. Guarantee/Guaranteed – By nature, most people are not risk
takers. They want assurance that they’re not wasting their money
and that your product or service can live up to its claims. By
giving some sort of guarantee, you put prospects at ease and make
them trust you. For example: “We’re so confident the Widget 2100
will work for you that we offer a full money-back guarantee.”

5. Easy/Easily – Between 40+ hour workweeks and increasing demands
at home, people want things that are easy. They don_t want products
or services that are going to make their life more difficult. So
always state how easy your company makes things. For example: “The
Widget 2100 makes it easy for you to…” Or, “With the Widget 2100,
you can easily remove spots from your carpet once and for all.”

6. Free – Everyone loves getting something for nothing. That’s why
the word “free” continues to be one of the top selling words of all
time. Realize that the free offer doesn’t have to have a high
monetary value, just a high perceived value. Some freebies that
work include: “Free consultation,” “Free estimate,” “Free report,”
“Free shipping,” and “Buy one get one free.”

7. Yes – Face it, you love being told “yes,” don’t you? “Yes” means
you have permission, you were right, or you can get what you want.
“Yes” is one of the most pleasing words to the human ear. So tell
your prospects “yes” often. For example, in your marketing
materials, you can ask a series of positive yes/no questions, and
then write, “If you answered “yes” to any of these questions, then
the Widget 2100 is what you’ve been searching for.”

8. Quick/Quickly – In today’s microwave age society, people want
things quickly. They don’t want to wait weeks or even days for the
results you promote. They want to know they’ll see a quick return
for their investment now. So while the perception of quick results
may vary from person to person, as long as you know that your
product or service is quicker than something else, state it. For
example: “Lose weight quickly,” “Make money quickly,” and “Quick
and tasty meals from your own kitchen.”

9. Benefit – Most written marketing pieces do state the benefit of
the product or service; however, they neglect to actually use the
word “benefit.” When people read the word “benefit,” they
subconsciously perk up. They know they’re about to learn something
that will impact their life, so they want to know more. For
example, “As an added benefit to this product, you get (state the
benefit).”

10. Person’s Name – People love to hear the sound of their own name
and they love to read their name in print. That’s why so many
souvenir shops sell personalized items-from magnets to coffee mugs.
Including the prospect’s name in a marketing piece, especially in
the middle of the sentence, boosts attention levels. For example,
“As you can see, Steve, the Widget 2100 makes perfect sense for
your needs.”

The Remaining 11

The other eleven words that sell are: 1) Love, 2) Results, 3)
Safe/safely, 4) Proven, 5) Fun, 6) New, 7) Save, Now, 9) How-to,
10) Solution, and 11) More.

While synonyms to these 21 words are acceptable, synonyms are not
as powerful as the actual word itself.

If you would like to see more of Graham Callingwood work, please do visit him on-line: Top Page Guru