{"id":3991,"date":"2016-06-06T16:46:00","date_gmt":"2023-10-18T16:46:24","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=3991"},"modified":"2023-11-14T20:53:31","modified_gmt":"2023-11-14T20:53:31","slug":"powerful-sales-and-marketing-words","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/powerful-sales-and-marketing-words\/","title":{"rendered":"Your Guide to the Most Powerful Words in Sales and Marketing"},"content":{"rendered":"\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d463d23af6a&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d463d23af6a\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/sales-and-marketing-guide-header.jpg?strip=all&#038;quality=95\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Words matter when it comes to marketing. Even in situations where it seems like two words mean the same thing, they can actually have very different connotations for consumers.<\/p>\n\n\n\n<p>You have a very short amount of time, and often an even shorter number of characters, to get a message across to your customers. If, for instance, you\u2019re putting together a <a href=\"http:\/\/blog.wishpond.com\/post\/66887757391\/the-psychology-behind-a-successful-facebook-ad\">Facebook ad<\/a> for your company\u2019s new offering, you have to make every single word count. So choose your words carefully.<\/p>\n\n\n\n<p>There are several different types of <a href=\"http:\/\/www.skillsyouneed.com\/rhubarb\/powerful-marketing-words.html\">powerful words<\/a> you can use to really drive your brand\u2019s message home and evoke certain emotions from consumers. Here are some examples of ways you can use word psychology to improve your brand messages.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/www.salesforce.com\/ca\/form\/marketingcloud\/marketing-cloud-keynote-dreamforce.jsp?d=701300000021Jin&amp;nc=701300000021JiO\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/sf-cta-dawn-of-digital-marketer201.jpg?strip=all&#038;quality=95\" alt=\"Dreamforce keynote 15. Dawn of the digital marketer. Get the ebook.\"\/><\/a><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-\"> <\/h3>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-words-that-resonate-with-consumers\"><b>Words That Resonate With Consumers<\/b><\/h3>\n\n\n\n<p>One of the best things you can do when creating copy for your brand is to put things in terms of \u201cyou\u201d instead of \u201cI\u201d or \u201cwe.\u201d In other words, <a href=\"http:\/\/www.marketingprofs.com\/opinions\/2013\/23812\/nine-common-phrases-made-great-by-using-you-instead-of-we\">speak directly to your customers<\/a> about what they can gain from doing business with you, rather than explaining what your business does.<\/p>\n\n\n\n<p>Amazon does a great job of wording its copy with the customer in mind. If you\u2019re a frequent Amazon shopper or Prime member, for example, you\u2019ll find \u201cRecommendations For You\u201d on their home page. We all know that Amazon has many different product categories, and there are likely certain ones that their marketing or sales department would like to really push. But customers don\u2019t care what Amazon wants. They only care about Amazon when it comes to what the company can provide for them.<\/p>\n\n\n\n<p>So instead of saying \u201cNew in Books,\u201d Amazon makes it all about YOU\u2014the customer. And that\u2019s certainly more likely of interest than an ad for whatever product Amazon would like to move on any particular day.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-choose-your-words-carefully\">Choose Your Words Carefully<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Focus on:\n<ul class=\"wp-block-list\">\n<li>Benefits not Specifications.<\/li>\n\n\n\n<li>Value not Price<\/li>\n\n\n\n<li>Show not Learn<\/li>\n\n\n\n<li>Emotions not Reasons<\/li>\n\n\n\n<li>You not I<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d463d23c86d&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d463d23c86d\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/sales-and-marketing-guide-001.jpg?strip=all&#038;quality=95\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-words-that-grab-readers-attention\"><b>Words That Grab Readers\u2019 Attention<\/b><\/h3>\n\n\n\n<p>There are also words like \u201cfree\u201d and \u201cdiscount\u201d that naturally resonate with customers because they automatically make a purchase look more attractive. While any words that describe some kind of promotion or discount can relay to customers that they\u2019re getting a great deal, nothing is quite as powerful as \u201cfree.\u201d<\/p>\n\n\n\n<p>As an example, e-commerce companies like Wayfair often use free shipping as a way of enticing customers. The company could easily just charge slightly lower prices and make customers pay for shipping instead. But that \u201cfree\u201d word holds power.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-words-that-create-a-sense-of-fear-or-urgency\"><b>Words That Create a Sense of Fear or Urgency<\/b><\/h3>\n\n\n\n<p>Some words may do a great job of conveying your message to customers, but don\u2019t really do much to convince them to take action. That\u2019s where phrases like \u201climited time\u201d or \u201cdon\u2019t miss out\u201d come in. In fact, fear of missing out (colloquially known as FOMO) has become a wildly popular concept for advertisers to tap into.<\/p>\n\n\n\n<p>For example, popular music streaming service Spotify offers weekly playlists for its active listeners based on their specific tastes and listening habits. The company could easily just create one personalized playlist and update it every so often. But instead, each playlist is only accessible for one week. Then it\u2019s gone. Spotify is able to encourage users to access their <a href=\"https:\/\/www.spotify.com\/us\/discoverweekly\/\">Spotify Discover Weekly<\/a> playlists based on that fear that they\u2019ll miss out on something great if they don\u2019t.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-words-that-promote-exclusivity\"><b>Words That Promote Exclusivity<\/b><\/h3>\n\n\n\n<p>If you\u2019re offering a deal specifically to your best customers or to a select number of people, you can use words like \u201cexclusive,\u201d \u201cselect,\u201d and \u201climited\u201d to make an opportunity seem more special. When customers feel like they are valued enough to be granted access to products and services that the average consumer doesn\u2019t, they may be more likely to purchase. There are also businesses that create membership programs for customers as a way of playing up that feeling of exclusivity.<\/p>\n\n\n\n<p>American Express is an example of one company that successfully uses this tactic. \u201cMembership has its privileges\u201d and \u201cAre you a Card Member?\u201d are some of its most <a href=\"http:\/\/www.nytimes.com\/2007\/04\/06\/business\/media\/06adco.html\">popular taglines<\/a>. This creates a sense of exclusivity and success. People hear that and want to be a part of it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-marketing-words-to-express-exclusivity\">Marketing Words to Express Exclusivity<\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td>\n<p>Hidden<\/p>\n<\/td><td>\n<p>Secret<\/p>\n<\/td><td>\n<p>New<\/p>\n<\/td><\/tr><tr><td>\n<p>Breaking<\/p>\n<\/td><td>\n<p>Release<\/p>\n<\/td><td>\n<p>Uncovered<\/p>\n<\/td><\/tr><tr><td>\n<p>Unadulterated<\/p>\n<\/td><td>\n<p>Elite<\/p>\n<\/td><td>\n<p>First<\/p>\n<\/td><\/tr><tr><td>\n<p>Unique<\/p>\n<\/td><td>\n<p>Unconventional<\/p>\n<\/td><td>\n<p>Priceless<\/p>\n<\/td><\/tr><tr><td>\n<p>Rare<\/p>\n<\/td><td>\n<p>Little-Known<\/p>\n<\/td><td>\n<p>Underused<\/p>\n<\/td><\/tr><tr><td>\n<p>Emerging<\/p>\n<\/td><td>\n<p>Untapped<\/p>\n<\/td><td>\n<p>Reveal<\/p>\n<\/td><\/tr><tr><td>\n<p>Rare<\/p>\n<\/td><td>\n<p>Divulge<\/p>\n<\/td><td>\n<p>Admit<\/p>\n<\/td><\/tr><tr><td>\n<p>Unseen<\/p>\n<\/td><td>\n<p>Undercover<\/p>\n<\/td><td>\n<p>Stealthy<\/p>\n<\/td><\/tr><tr><td>\n<p>Confess<\/p>\n<\/td><td>\n<p>confessiom<\/p>\n<\/td><td>\n<p>Insider<\/p>\n<\/td><\/tr><tr><td>\n<p>Sneak-Peek<\/p>\n<\/td><td>\n<p>Sneaky<\/p>\n<\/td><td>\n<p>Sly<\/p>\n<\/td><\/tr><tr><td>\n<p>Special<\/p>\n<\/td><td>\n<p>Truth<\/p>\n<\/td><td>\n<p>Popular<\/p>\n<\/td><\/tr><tr><td>\n<p>Trend<\/p>\n<\/td><td> <\/td><td> <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d463d23de7b&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d463d23de7b\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/sales-and-marketing-guide-002.jpg?strip=all&#038;quality=95\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-words-that-position-your-brand\"><b>Words That Position Your Brand<\/b><\/h3>\n\n\n\n<p>You can also carefully select words that make your brand stand out, either against the competition or to a specific type of consumer. For example, \u201cproven\u201d is a powerful word that can make your brand seem more reliable or trustworthy than others in your industry. Depending on the way you\u2019d like to appeal to customers, there are several different ways you can use careful wording to position your brand.<\/p>\n\n\n\n<p>For instance, Coca-Cola used to call itself the \u201cOfficial Soft Drink of Summer.\u201d Is there an official governing body that decides which carbonated beverage gets to represent summer? No. But by using these words, Coca-Cola paints itself as the only real choice for families who want to enjoy some fun in the sun. It positioned itself as the real summer brand, which makes its competitors seem like impostors by default. <a href=\"http:\/\/money.cnn.com\/2016\/01\/19\/news\/companies\/coca-cola-slogans\/\">Through the years<\/a>, the company has also used slogans like \u201cAmerica\u2019s Real Choice\u201d and \u201cCoca-Cola\u2026 Real.\u201d Each of these contribute to the same basic message\u2014that Coca-Cola is the only real choice when you want to drink a soda.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-words-that-make-people-remember-your-brand\"><b>Words That Make People Remember Your Brand<\/b><\/h3>\n\n\n\n<p>No matter how great or powerful your message, it won\u2019t make any difference for your business if people don\u2019t remember who said it. For that reason, some of the most powerful and important words you can include are your own brand name and, if you have one, a tagline or slogan that people automatically associate with your brand.<\/p>\n\n\n\n<p>An APA <a href=\"http:\/\/www.apa.org\/monitor\/oct02\/advertising.aspx\">study<\/a> cited a car commercial that features a famous model. But even though the ad gained a lot of attention, it wasn\u2019t effective for the brand for one simple reason: Viewers didn\u2019t remember the car. It was a commercial for a car, but people only remembered the model. So while your messages and your words are important, you also have to bring everything back to your brand in a way that people will actually remember.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-three-power-words-to-help-people-remember-you\"> Three Power Words to Help People Remember You<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Imagine\n<ul class=\"wp-block-list\">\n<li>Helps bypass objections<\/li>\n\n\n\n<li>Puts the customer in control <\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>You\n<ul class=\"wp-block-list\">\n<li>Placeholder for the person\u2019s name<\/li>\n\n\n\n<li>Personalizes the conversation<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Because\n<ul class=\"wp-block-list\">\n<li>Satisfies the brain\u2019s natural search for reasons<\/li>\n\n\n\n<li>Helps the customer accept what you have to say<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d463d23f1b0&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d463d23f1b0\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/sales-and-marketing-guide-003.jpg?strip=all&#038;quality=95\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-words-that-go-over-the-top\"><b>Words That Go Over the Top<\/b><\/h3>\n\n\n\n<p>While there are several words and phrases that can make a big, positive impact on your messaging, there are some that might not work quite as well. For example, you might think that using adjectives like \u201crevolutionary\u201d or \u201clife-changing\u201d can provide powerful emphasis. But consumers have grown wary of words like these, since they\u2019re used so often by companies that have no ability to back up those claims.<\/p>\n\n\n\n<p>Spend time watching late-night infomercials and you\u2019ll see plenty of these claims. But there isn\u2019t a benchmark or set of standards that make something \u201crevolutionary\u201d or \u201clife-changing.\u201d Whereas customers know exactly what \u201cfree\u201d means, using hyperbolic descriptions in your copy won\u2019t necessarily mean anything to your customers unless you can prove those words, in this case, are true.<\/p>\n\n\n\n<p>So what does all of this mean for you? If you\u2019re creating sales, advertising, or marketing copy, be deliberate with your word choices to ensure that they\u2019ll garner the reactions you\u2019re looking for from consumers. As you can see, there are several different tactics you can use to write powerful, convincing marketing messages. You just have to carefully consider the goals of your pitch, meeting, or campaign and then select the words that are most likely to have that kind of impact. <\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/www.salesforce.com\/ca\/form\/marketingcloud\/marketing-cloud-keynote-dreamforce.jsp?d=701300000021Jin&amp;nc=701300000021JiO\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/sf-cta-dawn-of-digital-marketer201.jpg?strip=all&#038;quality=95\" alt=\"Dreamforce keynote 15. Dawn of the digital marketer. 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