By filling your marketing quiver with smart, sentence arrows, you’ll be able to deliver direct hits to your target audience.
Certain words and phrases can enable you to connect with audiences and spur them to take action.
For email marketers, the importance of using the “right” words in print and video voiceovers cannot be overstated.
Which word or phrase will click with your subscribers and nudge them to open emails, click to visit your website or make a purchase?
Words can motivate. The trick is determining which ones work for your business and your particular situation. A word or phrase that performs well in one campaign may not be the best option for your next campaign. Trial and error can help you narrow down which words connect with your audience.
To get you started, try some of the following “magic marketing words” in your next email or social post. (Don’t hesitate to use them on your print marketing and your website too.)
- You: Write as if you were speaking directly to the customer. Make it about the reader, not about yourself.
- Because: Give customers a compelling reason to take action.
- Free: Don’t underestimate the appeal of “free.”
- Value: Highlight the value that customers receive for their money. “Cost” or “price” imply losing something – in this case, money.
- Guaranteed: Make readers feel they have everything to gain and nothing to lose.
- Amazing/incredible: Customers respond to something out of the ordinary. But be careful not to overuse these terms, or they lose their power.
- Easy: Let subscribers know how much easier life will be with your product or service, and then make it simple for them to take the next step in the purchasing process.
- Discover: Imply there is something new and unknown to the customer, something that offers distinct benefits and gives them an edge.
- Act now: Motivate an immediate response with a limited-time offer.
- Everything included/everything you need: Establish that your product or service is all your customers will have to buy in order to achieve their goal.
- Never: Use this to point out a “negative benefit,” such as “never worry again,” or “never overpay again.”
- New: Like “free,” “new” has the ability to make people sit up and take notice.
- Save: The best, clearest word to showcase monetary or time savings.
- Proven: Remind customers that your product, service or business is tried and true.
- Safe and effective: Minimize risk perception for health and monetary loss.
- Powerful: Let customers know that your business, product or service is robust.
- Real results: Everyone wants results.
- Secret: Is your product or service the secret to success? Let customers know you can reveal that secret.
- The: This implies your solution is the be-all and end-all. Consider the difference: “3 Solutions for Marketing Success” vs. “The 3 Solutions for Marketing Success.”
- Instant: Instant access or downloads are more appealing than waiting.
- How to…: Help your readers accomplish a challenging task or goal.
- Elite: Invite newbies to join the highly desirable club you’re hosting.
- Premium: Premium helps denote high quality.
- Caused by: If your email campaigns build a case for your product, transitional phrases such as “caused by,” “therefore” and “thus” reinforce the logic of a purchase.
- More: Do you offer more than your competitors? Show it.
- Bargain: Customers want a great deal.
- No obligation: Create a win-win situation for your customers.
- 100% money-back guarantee: Again, no risk.
- Huge: A large discount or outstanding offer is difficult to resist.
- Wealth: If you’re selling products and services related to money, wealth is a desirable word for customers.
Bonus: phrases that trigger positive responses in readers
Marketing Words and Phrases that Reduce Risk
Minimizing a customer’s perception of risk will make them that much more comfortable pulling the trigger and doing business with you. Try to use phrases that provide reassurance that they aren’t at risk of losing money or being tied into some sort of scheme resulting in a 12-year membership to your jelly of the month club.
• Or your money back
• You can unsubscribe at any time
• We won’t flood your inbox
• No obligation
• No purchase necessary
• Cancel at any time
• What do you have to lose?
Words and Phrases that Reduce Uncertainty
Customers will feel uncertain about your company or services when they’re unfamiliar with you. Marketing phrases that work to reduce uncertainty and boost confidence in a new customer include:
- No questions asked
• First month free
• Find out
• See why
• See for yourself
• No hidden fees
Words and Phrases that Inspire to Buy
People must be able to visualize how your product or services will change their lives for the better. Lead them down this imaginary road toward their new and improved self/situation by using phrases like the below:
- See for yourself
• What do you have to lose?
• Give us a shot
• What you get
• What’s in it for you?
• Do you want to(insert benefits of your services)?
• Start now
• Ends soon
• Real results
Words and Phrases that Encourage Urgency
Running a promotion for a finite period of time is a great way to get people to act. Try using these words in your next time-limited offer:
- Download now/today
• While supplies last
• For a limited time only
• Save your spot
• Sale ends Saturday
• Act now before time runs out
• Get it while it’s hot
• Last chance
• Don’t want to miss
Marketing Phrases to Spark Curiosity
You want to encourage customers to engage with you on many different levels. Whether that’s getting them to visit your blog or sign up for newsletters, the key is to make them curious enough to take the next step. Consider using the following:
- What if?
• Learn how to…
Marketing Phrases to Connect with Your Audience
Relating to clients on a personal level goes a long way in winning and keeping their business. When churning out customer-facing marketing materials, try to include some of these phrases which show that you empathize with the reader:
- Ever wish you could…
• Finally, a …
• At last…
• Aren’t you tired of
• We get it
• We’ve got you
• Improve your…
• Discover what it’s like to…
• Look familiar?
• Experience what it’s like to
• You deserve
• You’ve earned
Marketing Phrases the Communicate Value
Give them an extra dose of confidence by making an appeal for the value of your offerings. Quality will never stop being important to the consumer and addressing it will prove beneficial:
- Top notch
• Equivalent to
• Harness the power of
Marketing Words and Phrases that Convey Savings
Price is a part of any consumer’s decision-making process. Use these phrases to convey to your audience that they are getting a good deal:
- Save now
• Get your money’s worth
• Without breaking the bank
• Easy on your wallet
• Avoid unnecessary fees
And a few words to avoid
- Miracle: This oversells. Is what you’re offering truly a miracle?
- Revolutionary: This is another oversell. Unless the product or service truly upends its industry, it’s not revolutionary.
- Unique: Everyone uses unique now, so nothing is unique.
- Great: Don’t be generic by using “great.”
- Exciting: This is nearly as generic as “great.”
Language is powerful and using the right words will be the difference between marketing phrases that work and those that fall flat. Remember that a word or phrase that bodes well for one campaign doesn’t necessarily mean it will work across the board. As always, be strategic and conduct A/B testing to confirm you’re using these marketing phrases properly.
Choose your words wisely…
Then use them strategically.
What Is Tone and Mood and Why Do They Matter to Your Video?
By Erica Schmidt Jabali
According to a Harvard professor, at least 95% of purchasing decisions are made subconsciously – or based on how we feel. We could be influenced by a brand’s commercial, their marketing, brand packaging, and more.
This means simply giving the facts and figures in your video isn’t enough – you have to strike an emotional chord with your target consumer in order to motivate them to act. (read more here)
This is one reason why we ask in our questionnaire and on our kick-off calls what tone and mood you want in your video.
And, we are usually met with crickets on the other end of the line.
Turns out, for those of us who haven’t been in high school English classes for a long time (okay, a really long time), we might need a little brushing up on our tone and mood skills.
Don’t worry – we got you.
So, sharpen your pencils and sit up straight – because your speed-round refresher course on Tone vs. Mood starts now:
Tone is the author’s attitude towards the subject. Remember when your mom used to say, “Don’t you take that tone with me!” Well, she wasn’t wrong – the tone we use in our speech is similar to the tone a piece of writing or voiceover in a video takes.
Here are some examples of videos that use a different tone:
In this video, the client wanted a confident, inspirational, educational tone:
Whereas in this video, the client asked for a relaxed, fun, beachy vibe, so our fan-favorite, chameleon of a voiceover talent, Dawson, actually used a surfer accent to achieve this goal
In this video, we wanted to replicate that infamous movie trailer voice to give it that movie trailer tone:
So, in short, tone is the inflections used by the voiceover in order to communicate how they feel about the subject.
Our VO talents are pros at taking a script and inferring the tone that it is trying to convey.
WHY THIS MATTERS:
You know your target customer better than anyone. You know what they like and don’t like. You know what their interests are, maybe their demographics, and even their buying patterns.
So, how do you think this person wants to be talked to?
Do they want that warm, motherly tone that says, “I’m here for you…”? It might end up sounding a little bit like this:
Do you want a fast-talking, witty, lightning speed commentary like this one?
The tone you choose for your video should be directly related to how your target consumer wants to be talked to.
So, when deciding the tone for your video, consider the following questions:
- What prior marketing campaigns have been the most successful and what tone did they take?
- What type of tone will your target consumer be most responsive to?
- What tone will best represent your vision for your business and how you want to be perceived?
Try to think of three key words to describe this tone.
Excellent. Now that you have your tone figured out, let’s move on to mood:
This is how the viewer will feel after watching your video.
For example, this client focuses on food kits for emergencies:
How did this video make you feel? That’s the mood of the video.
Our goal was to create a feeling of urgency, to make you feel that you need this product in order to be prepared and protect your family.
You need to think about the mood because you want to have that target in mind when writing your video.
For example, if you want your viewer to feel emotionally moved and compelled to act, then you’ll want to write the video with that goal in mind – and anything that does not compliment this mission has to be cut.
Sometimes, it can be painful to make cuts or reduce a video script to get it to a certain time – but if you think about all of your choices through the lens of – what will make my target consumer feel [x, y, z] – then it becomes much easier.
Since we know that people make most of their purchasing decisions based on how the branding or marketing makes them feel- then selecting the most appropriate tone and mood for your video becomes imperative.
WRAP IT UP:
- The tone is the author’s attitude in the video and the tone of the VO and the script writing will communicate this
- The tone creates the mood that your viewer will feel
- With most purchasing decision made based on emotions – how you make your viewer feel is very important
- Consider your target tone and mood carefully when preparing for your kick-off call!
There you have it. Everything you needed to know about tone and mood.
We hope this helps as you prepare for the scripting process. We’re here to help and hope to make the process as easy on you as possible.
Please reach out with any questions. We can’t wait to work with you!
Think about the people you follow on social media. You probably choose to follow these people for multiple reasons.
1. You have a personal relationship with this person and you are interested in their life.
2. You appreciate their insight on topics you care about.
3. You enjoy their posts because they relate to you.
For companies, however, social media can be hard to master. You’ll need a strategic approach that will first peak their interest, and then engage them.
How to Create a Conversation Using Your Social Media Platforms
The first conversation can sometimes feel awkward and forced. Picture talking to your crush circa 8th grade. Sometimes our business social media platforms feel that way too. Content becomes generic and wordy and before you know it, you sound like a robot spitting out marketing terms.
Here are 6 ideas to spice up your posts!
1. Think personal, BE A REAL HUMAN!
Customers appreciate when a business behaves like a normal person. Make your captions fun and engaging! Ask questions. Keep up on current events and tie them into your content.
2. Take the focus off YOU and put it on your customer.
-Talk about their pains, and THEN you can talk about how you can solve their problems!
-Use their content. (Example: A clothing company reposting a customer’s picture of them wearing their clothes)
-Reach out to clients and ask for a testimonial. These are great for gaining credibility, and developing trust with your followers!
3. Give them something.
-Who doesn’t love a free item? Offer them a discount off of your services, create some promotional items with your logo on them, do a giveaway! This will encourage your followers to comment on your posts, and is an easy way to create a conversation with them!
4. Ask a question.
People love to give their opinion. So why not engage with your followers by asking some fun questions!
5. Think like a consumer.
Evaluate your target audience, and what they want to see in their social media feeds. You could even look at your competitions pages to help with ideas (Just remember to not steal their ideas. Use their posts for inspiration.)
Teach your followers and provide them with content that is adding value to their lives. You’re the professional, so share your knowledge!
Keep it Simple.
P.S. Only 40 sleeps until Christmas. We got this!
This past week we shipped off two of our Project Managers (Kristen and Lexa) to Miami to teach Estheticians about how they can be using social media and video marketing to grow their business. Here’s a quick run down of what they shared!
WHY should you be using video in your marketing plan? And HOW should you be utilizing your social media?
Let’s start with video…
Let’s be honest, people are lazy these days and don’t care to read a bunch of information. This is where video comes in. Getting them to click play is a much easier task, than getting them to read paragraphs of information. BUT there are things you need to consider when creating a video to use.
For example, our attention spans are down to a record low and we have 5 seconds, yep you heard me…5 SECONDS to grab our viewers attention. This means you SHOULD NOT UNDER ANY CIRCUMSTANCE start with branding. You don’t need an opening title that has your logo, or anything like that. If you choose to do that, before you know it your 5 seconds have passed and your potential customer is long gone. Instead, you’ll want to jump into your subject right away. Then proceed to EDUCATE your audience. More education, and less promotion. Try to focus your content on your CUSTOMERS needs. What do THEY want to see, and how can YOU help THEM. Solve their problems and they’re a customer for life. Try to stay away from only talking about your company, and how great you are. Your content should speak for itself.
Not sure where to start when it comes to implementing video? Here’s some advice.
Create a library of the following types of video:
1. 3 WHY Videos (1 minute each)
-Share WHY you are doing what you are doing
-Start with 3 60 second videos
2. 3 HOW Videos (1 minute each)
-Share educational videos
-Start with 3 60 second videos
3. 3 ALL TO ACTION Videos (1 minute each)
-Share promotional videos with a call to action at the end
Tip: Check out what your competitors are doing and then think like your customer…what would YOU want to see if you were them.
Okay, so you’ve created your video library, but now what?
RUN VIDEO AD CAMPAIGNS! This is an amazing tool that not enough people are taking advantage of. Through video ads you can get your video in front of your ideal client. This kind of marketing is genius. You can determine your audience by selecting the location, age group, gender, languages, demographics, interests, behaviors, and more. Now if we are being honest here (and we always are), anyone can set up an ad campaign but they require trial and error to determine how to best utilize them. If you have the budget, hire a professional (spoiler: that’s us, we are the professionals). They’ll be able to better track what is and isn’t working for you, so that they can adjust your campaigns.
Moving on to social media…
When somebody comes to your page, it’s important that we immediately draw them in and give them a reason to click “follow”. You don’t want them to be confused about who or what they are following.
4 THINGS TO INCLUDE IN YOUR BUSINESS BIO:
WHO: Who you are/company name.
WHAT: What you do. State the products/ services you offer.
CALL TO ACTION: Website, booking site, etc.
OFFER: Discount code, link to tutorial, etc.
Keep in mind what the goal is. We want to use social media to grow and showcase our business and what we have to offer. Don’t show your personal life, what your eating, etc. This doesn’t create value or give your follower a reason to stick around.
Other things you can be doing with your social media:
-Create a personalized hashtag to use on your posts
-Post on your story
-Share customer testimonials
-Create videos to share on IGTV
-Tell your customers/clients to share your product/service on their social media and offer them a discount for any referrals (People want social proof)
-Repost content that your customers/clients share
-Utilize your highlight stories (Share things here that answer your FAQs. This will help make it so you don’t have to answer the same questions all of the time
-Interact with others from your profile (reply to comments/questions you get, comment on other accounts, etc)
-If applicable, use influencers to help spread the word about your business
Other important factors:
-DO NOT post a bunch of stock images/graphics. Be creative and authentic with your posts.
-Produce content that sets you apart from your competitors.
-BE CONSISTENT: Whether its posting weekly or daily, make sure that your profile is up-to-date so people know you are serious about your business.
So the question of the day is what can YOU do to better your social media and video marketing game?
When talking with a Project Manager or other Creative here at Ydraw, it is important to help us understand exactly what your company wants.
Otherwise, how can we blow your mind with incredibly awesome and mystical videos?
One of our favorite things is getting to work with heaps of companies with unique brands and differing requests. Unfortunately, working with a wide range of opinions can make it difficult for our team to pinpoint your companies wishes.
It’s true…we are made of stardust and wishes and magical things, but let me tell you a secret…we can’t actually read minds.
I know, weird right?
For years, we have been diligently looking for a mind-reading crystal ball and unfortunately haven’t found one yet. But…we haven’t given up hope just yet, so we will let you know when that happens!
It’s important that we continue to ask lots of questions and paramount that you and your team clearly communicate your wishes.
If you don’t know what you want, and we don’t know what you want, we’re just shooting in the dark. And although our accuracy is near perfect… we aren’t quite there yet.
Listen, we do this all day every day, so trust us when we say we don’t get our feelings hurt. We love working with diverse companies and that is why we have made our process collaborative and flexible.
So be raw, be truthful and communicate clearly.
By the way…
We are POSITIVE that if we did have a crystal ball, it would tell us that YOU ARE FULL OF MAGIC!!