No matter how you choose to communicate with your audience, the chances are that you are looking to effect change: sell something, advertise your brand, promote a new product. When we are looking to sell something to someone using the written word, it’s important to understand the reader and their needs. By focusing on them and using the correct choice of words, you can help bridge the communication gap by convincing the reader/buyer to consider your brand/product first. Using words that sell, words that pique people’s interest, make them use their imagination and turn the ordinary into something worth paying money for. Grabbing and retaining their attention with a message aimed squarely at them is far more powerful than merely displaying your current promotion or product.
A personal example of this is that my house is currently for sale with a local company. Yesterday I received a letter from a rival estate agency stating that they had noticed that my house was on the market and that they had recently sold a house on the same street. Normally I would throw this type of correspondence away. The targeted message worked though because I can see what the benefits of using them would be and I am considering changing to this particular agency.
The choice of words you make is important to convey the meaning you intend. Most readers prefer specific, concrete and powerful words. But that’s not always what they get. So, can the power of words alone actually make a difference in your marketing? Can someone be persuaded to buy from you using nothing but the written word? How can you use words that sell? Well, certain words and their positioning can and do make individuals act.
For example, the whole idea in headline copywriting is to get the reader to act. The headline should generate interest and prompt the reader into some sort of action. Consider the emotion you want to tap into or the psychological impact. Think about how you want the reader to “feel” and use words that are appropriate.
Words that sell are especially powerful in headlines and subheadings as these are the elements of copywriting that nearly every reader will see. One well-placed power word could be the difference between marketing being read or ignored.
Factual and grammatical accuracy, rhythm and clarity of ideas are all important but to write copy that generates a reaction, you must dig into the emotional and psychological impact of the words used. You don’t necessarily have to use complicated words either in order to be innovative, creative and persuasive.
I discovered recently that, apparently, “cellar door” has been referred to as the most wonderfully sounding English phrase, a phrase made up of quite some common words but it is the sounding of these two words together that make it so special.
Like some of the world’s most famous slogans, also made up of some very simple words. It is the way they are arranged in the phrase that makes them so special. These words can act as subliminal messages tapping into your subconscious, thus making you recognize the product immediately.
At Happy, during our “Happy storms” we have frequently experienced that magical moment when a brilliant headline or campaign concept suddenly breaks through, seemingly out of nowhere and proclaims itself as the obvious choice. Everyone in the room becomes instantaneously excited and there’s a real sense of enthusiastic affirmation. “Brilliant! That’s it! That’s what we’ve been looking for.” We know that wonderful feeling of pride and accomplishment that comes from witnessing the reactions of a thrilled client or seeing the results of our creativity in print or on screen for the first time. “Wow! We created that incredibly clever campaign concept!”
Director, Seth Gardner of “Purplefeather” produced this brilliant video that showcases the power of words to move people to action. The original intention was “to illustrate the power of words to radically change a message and its effect upon the world. I’m sure that you will agree it is an extremely clever piece of marketing.
[youtube=http://www.youtube.com/watch?v=CoUyl6McNEQ]
Debbie Lewis is a Customer Support Executive at Happy Creative, a full service marketing and creative agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
