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.