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.)

  1. YouWrite as if you were speaking directly to the customer. Make it about the reader, not about yourself.
  2. BecauseGive customers a compelling reason to take action.
  3. FreeDon’t underestimate the appeal of “free.”
  4. ValueHighlight the value that customers receive for their money. “Cost” or “price” imply losing something – in this case, money.
  5. GuaranteedMake readers feel they have everything to gain and nothing to lose.
  6. Amazing/incredibleCustomers respond to something out of the ordinary. But be careful not to overuse these terms, or they lose their power.
  7. EasyLet 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.
  8. DiscoverImply there is something new and unknown to the customer, something that offers distinct benefits and gives them an edge.
  9. Act nowMotivate an immediate response with a limited-time offer.
  10. Everything included/everything you needEstablish that your product or service is all your customers will have to buy in order to achieve their goal.
  11. NeverUse this to point out a “negative benefit,” such as “never worry again,” or “never overpay again.”
  12. NewLike “free,” “new” has the ability to make people sit up and take notice.
  13. Save: The best, clearest word to showcase monetary or time savings.
  14. ProvenRemind customers that your product, service or business is tried and true.
  15. Safe and effectiveMinimize risk perception for health and monetary loss.
  16. PowerfulLet customers know that your business, product or service is robust.
  17. Real resultsEveryone wants results.
  18. SecretIs your product or service the secret to success? Let customers know you can reveal that secret.
  19. TheThis 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.”
  20. Instant: Instant access or downloads are more appealing than waiting.
  21. How to…: Help your readers accomplish a challenging task or goal.
  22. EliteInvite newbies to join the highly desirable club you’re hosting.
  23. Premium: Premium helps denote high quality.
  24. 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.
  25. More: Do you offer more than your competitors? Show it.
  26. Bargain: Customers want a great deal.
  27. No obligation: Create a win-win situation for your customers.
  28. 100% money-back guarantee: Again, no risk.
  29. Huge: A large discount or outstanding offer is difficult to resist.
  30. 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.

  • Guaranteed
    • 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?
    • Premium

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
    • Receive
    • What you get
    • What’s in it for you?
    • Bargain
    • Do you want to(insert benefits of your services)?
    • Results
    • Growth
    • Effective
    • Start now
    • Become
    • 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?
    • Insider
    • Special
    • Scoop
    • Learn how to…
    • Join
    • Discover
    • Uncover
    • Unlock

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
    • Premium
    • Value
    • Equivalent to
    • New
    • Safe
    • Secure
    • Efficient
    • Quality
    • Custom-built
    • Only
    • First
    • One-of-a-kind
    • 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
    • Affordable
    • Get your money’s worth
    • Without breaking the bank
    • Easy on your wallet
    • Avoid unnecessary fees
    • Rewards
    • Collect
    • Earn

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?

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.


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:

  1. What prior marketing campaigns have been the most successful and what tone did they take?
  2. What type of tone will your target consumer be most responsive to?
  3. 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.


  • 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!

The Best Marketing Doesn’t Feel Like Marketing

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!

Just remember-
Keep it Simple.
And Real.

Happy Marketing!
P.S. Only 40 sleeps until Christmas. We got this!

Tip #687 Too Many Cooks

Client: “Can you make sure that Stan, Larry, Steve, Susie, Jan and Frank all get CC’d on it to look at it.”

Us: *Shutters*

Three weeks pass by… and the client responds with all their feedback.

Some good, some bad, but ultimately not the teams initial vision. A lot of the feedback contradicts itself, and their are many unanswered questions that pertain to Stan, Larry, Steve, Susie, Jan, or maybe Frank?

Rule #687: If you want your video to be done right take leadership of it and designate one person to be in charge of your overall brand and video.

Too many cooks will make your food taste complicated and over worked.

Put one Chef in charge and delegate the rest!

Discover YOUR Story!

Discover YOUR Story!

That’s today’s message! Discover the story that you want to convey. Discover the emotion that you want to share. Discover the connection that you want to make with your audience.

That was the whole process that I took while creating this video. I wanted to share a story of a discovery. And not just that, I wanted it from a different perspective than my own, and from that of a child. What does a child do when they explore the world around them? The first thoughts that came to mind were playing in dirt, climbing trees, playing with toys, creating art, catching bugs…and BAM! The script came to be, based on those concepts.

Next, I knew the voiceover had to be a child, and the visuals needed to include the child too. So, I enlisted the help of my 5-year-old son, who has a cute voice, and was willing to do some acting as well. He’s adorable. I’m biased.

I wanted his footage to be in this world of bright vibrant creative colors and shapes. So I got to work, and I discovered so much about how to capture those child-like moments. There was also a lot of discovery about how to take the visuals that were in my brain and make them work in an animation.


So next time you set down to discover the story that you want to tell, think about a different perspective of your story. Look at ways that you could do things that you haven’t done before. If you’ve always used a very corporate serious tone, look at how you can inject humor! If your colors have been limited, explore how you can infuse more vibrant colors. That’s what I’m discovering, and that’s what we are doing for our clients here at Ydraw.

Lee Wiley
Lead Editor at Ydraw

The Business Books Every Business Owner Should Read!

Written by Erica Schmidt Jabali

We’re screeching fast towards the end of the year and we all know what that means: end of the year marketing pushes, the bustle of the holiday season – and before you know it – staring at your New Year’s Resolutions for 2019.

So, before you write down, “Join a gym,” let’s talk about what you can do to build your business and how you can use your YDraw video to achieve your marketing goals.

Luckily, the easiest way to talk about BOTH of those things is to talk about books.

Because by honing in on the best business books out there, you’ll be on the fast track to creating the viral video of your dreams and then marketing it to perfection.

Let’s start with a book that inspired our name – YDraw:

  1. Start With Why by Simon Sinek

With over 2,000 almost-perfect reviews on Amazon and the 3rd most popular TED talk of all time by the same name, you can see why Sinek’s landmark book is at the top of our list.

Sinek talks about the idea of The Golden Circle as the framework upon which your business should be built and it starts with the question, “WHY?”

By looking at WHY you do what you do and WHY you sell what you do, you are able to find what will help your target consumer buy into your product, your service, or your movement.Sinek’s philosophy works because emotion trumps reasons every time.

So, whether you want to revive a checked out team of employees or market a new product to the masses in your next whiteboard video, take notes from Sinek and Start With Why.2. Building a StoryBrand: Clarify Your Message So Customers Will Listen by Donald Miller

This is another powerful read that you won’t want to miss. Miller starts out with a bang by saying, “Customers don’t generally care about your story; they care about their own.”

He goes on to explain how businesses can spend less on marketing if they can focus their message “on the aspects of their offer that will help people survive and thrive.”

This, friends, is what explainer videos and whiteboard animation videos are ALL about!

The goal is to boil down complicated ideas or lengthy messages into short, simple, engaging, movie trailer-style videos that will speak quickly and directly to how what you do will benefit your consumer.

After all, like Miller says – “Your customer should be the hero of the story, not your brand.”3. Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future by Ashlee Vance

If you’re looking for some inspiration on thinking outside the box – you can’t go further outside of it than Elon Musk. Often called a “real-life Tony Stark”, Musk has dedicated his life to creating technological inventions that are paving the way for future breakthroughs.

He may be a controversial character in his personal life, but we can still be inspired by his ambitious entrepreneurial pursuits.

When embarking on a creative project, such as a whiteboard animation video, you have a fantastic opportunity to push the envelope of reality. So, if you need some encouragement to leave the status quo in your dust, this book may be the one for you.
4.Creativity, Inc. By Ed Catmull

The book that Forbes said, “Just might be the best business book ever written,” has been making waves for years.

Understandably, since Creativity, Inc. is our all-access pass into the inside of Pixar Animation, by our tour guide Catmull, a co-founder.

And, really, who better to learn from about storytelling than the company that changed animation forever?

Chock full of insightful guidance on how to create amazing teams to the ideals and techniques that have made Pixar films beloved all around the world, Creativity, Inc. might be the secret sauce you have been looking for to inspire your next incredible YDraw video.

Honestly, we could keep you here all day talking about the incredible books out there. But, instead, we’ll put the rest on a virtual bookshelf for you.

Browse at your leisure, pick up what interests you, and leave some suggestions of your own in the comments below.

On Our Shelf: