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… the medium that puts “muscle” into your advertising message!
Word-Power is persuasive power. The power to grab attention, make hard-hitting points and generate immediate response from your targeted market. Carefully chosen words build credibility for your product or service. They are vital tools that can be artfully used to create the specific response or action you want.
Words are like the notes in a musical composition. Each word has a different nuance, striking a different chord with each prospect. Subtle differences in word tones and pitch can dramatically influence your end results, playing on your prospect’s emotions like a lyrical sonata or dynamic symphony.
Selling, regardless of what the product or service, is an emotional process. A process of learning to push the right “buttons” in your prospect to get the desired response. Words – whether printed or spoken – are the medium through which this is generally accomplished, yet far too few of us take the time to seriously examine the words we are using in our efforts to attract, motivate and sell.
This is because we take words for granted. After all, we use them every day in all of our communication experiences, whether we’re speaking to a valued client, ordering lunch at a restaurant or saying good night to our children.
Often, we regard the graphic arts differently. Except for a talented few, most everyone knows they are not artists.
Since the era of desktop publishing many people are attempting layout and design on their computers. But smart business professionals know their limitations. When they’re ready to design an ad or a brochure as an image or sales vehicle, they realize it’s time to call in a professional – someone with trained skills, experience and a graphic artist’s “eye.”
However, when it comes to the written message that will be carried on that ad or brochure, everyone thinks they’re a writer. And if they know they can’t do it themselves, they turn to their spouses, in-laws or neighbors to put some words together that will get the job done.
Unfortunately, the result readily reflects this somewhat casual approach to the art of copywriting. In a culture where our prospective customers are bombarded with hundreds of thousands of advertising messages a year – from signs, billboards, newspapers, radio, television, postal mail, email, the internet and even fliers tucked under your car’s windshield – there’s little wonder that most advertising gets passed over with barely a notice.
Using Words to Touch an Emotional Chord
How do you get through this onslaught of competitive marketing clamor? How do you move beyond the flag-waving, whistle-blowing, shouting, finger-pointing and the like to get your story told and your product sold? By reaching out and touching human emotional needs. Needs as basic and important to our well-being as self-realization and fulfillment, esteem and status, belonging and social activity, safety and security, health and other physiological drives.
And how do you reach out? Through the magic of Word-Power. First, by selecting words and phrases that play off of these universal emotional needs. And then by making it irresistibly simple to follow-through with the appropriate response.
It takes Word-Power to catch your prospect’s attention, develop their interest, motivate their desire and generate immediate action. It’s Word-Power that can make your “wheegee” the best wheegee on the market in the eyes of your prospect — making it worth every penny you’re charging. Word-Power can transform that humble “wheegee” into a builder of dreams, a solution to problems, a goal worth attaining. There’s no doubt about it. Words are the workhorse of advertising – whether in a print ad, TV spot or on the Internet. Yet without the finesse of strategically focused Word-Power, words are nothing more than little letters taking up space. Space that costs you dearly when advertising your product or service.
Of course, words are not meant to function alone in your marketing efforts. Design, layout, photography, logos and other graphic elements are all essential tools for creating the emotional mood you are tying to convey. But marketing a product or service without the support and “sell” of clear, believable, persuasive and sizzling words in most cases is selling yourself short. And in this business, that’s a shortsighted mistake.
Success Elements That Make Your Copy Sell
There are many proven formulas and guidelines for writing copy that sells. If you’re going to tackle the job yourself, I suggest you first peruse a good copywriting book from the library or some Internet articles that spell out some time-tested pointers. Briefly, masters of the trade seem to be in agreement about certain essential factors that are keys to sales and marketing success.
- Grab Attention
- Show your product/service advantage
- Prove it
- Use success stories
- Put yourself in your prospect’s shoes
- Include special features
- Be persuasive
- Show value
- Be believable
- Get reader involved
- Strive for commitment
- Be friendly
- Be clear
- Make it easy to read
- Keep it moving
- Ask for the sale
- Don’t ask if – ask which
- Make it easy to order
- Imply urgent action
Not all of these elements belong in every marketing tool you produce. The medium involved – be it a two-page direct mail letter or a half-page magazine ad – generally determines which approach works best for your needs. But in every case the subtleties of language, the lure of provocative benefits and the power of well-chosen words is the secret that puts real “muscle” into your advertising message.
Whether you’re promoting your business, selling a service, establishing your identity, working to magnify your image, attracting attention to your website, expounding upon your many benefits or building customer confidence in your product — don’t overlook the proven power of Word-Power. The results will speak for themselves on your bottom line!
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Rosalind Sedacca, CCT is a Certified Corporate Trainer and Business Communication Strategist who provides consulting, speaking, training and Executive Coaching services to organizations nation-wide on marketing, public relations and business communication issues. She specializes in gender-related dynamics, marketing to women and employee-management collaboration in the workplace. For more information about her customized programs, audio and videotapes, and other services, contact Rosalind at
561 742-3537 or Talk2Roz@bellsouth.net.