Quarter 1, 2016

Savvy business owners, copywriters and designers know how language influences emotions and encourages action. Certain words and phrases will boost response and conversion rates almost across the board. Test the following 30 magic marketing words and phrases in your next email, social media or blog post, on a direct-mail postcard or website and see which ones yield the best response.

1. You – Write as though you're speaking to, and about, the customer — not about yourself.
2. Because – Gives customers a reason why they need to take action.
3. Free – It remains one of the most powerful attention getters ever.
4. Value – Implies customers are getting something versus losing something, i.e. money when you say “cost” or “price.”
5. Guaranteed – Minimizes risk perception, so customers feel they have everything to gain and nothing to lose.
6. Amazing – Customers will respond to something that seems incredible.
7. Easy – Make it simple for customers to take the next step in the purchasing process, and/or let them know how much easier life will be with your product or service.
8. Discover – Implies there's something new and unknown to the customer, something that offers a benefit and gives them an edge.
9. Act now – Motivates an immediate response with a limited-time offer.
10. Everything you need – Establishes that your product or service is all your customers will have to buy in order to achieve their goal.
11. Never – Point out a negative benefit, such as “never worry again” or “never overpay again.”
12. New – Lets customers know that your product or service is up to date and worthwhile.
13. Save – The most powerful word to showcase monetary or time savings.
14. Proven – Remind customers that your product, service or business is tried and true.
15. Safe and effective – Minimizes risk perception for health and monetary loss.
16. Powerful – Lets customers know that your business, product or service is robust.
17. Real results/guaranteed results – Tells customers that your product or service works as advertised.
18. Secret – Lets customers know you can reveal the secrets to success.
19. The – Implies that your product or service is the ultimate answer. Consider the difference: “3 Solutions for Marketing Success” / ” The 3 Solutions for Marketing Success.”
20. Instant – Immediate access or downloads are more appealing than waiting.
21. How to – Starting off with a solution encourages customers to read the rest of your copy.
22. Elite – Places your customers among the best in the world. Also invites newbies to join a highly desirable club.
23. Premium – Denotes high quality.
24. Caused by – If your marketing literature builds a case for your product, transitional phrases like “caused by,” “therefore,” and “thus” help reinforce the logic of a purchase.
25. More – Lets your customers know you offer more than your competitors.
26. Bargain – Every customer wants 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 very important word that drives customer interest and action.

The key to success is to combine these words and phrases into effective triggers of buying behavior. For example: “Get real results instantly — 100% money-back guarantee — act now!” Keep your copy short and sweet, play on both logic and emotion and you're sure to see increased conversion and response rates.

There's only one real winner in this direct marketing battle royal

Suppose a postcard and an email could talk — and duke it out to see who reigns supreme in the direct marketing arena. What might that confrontational conversation sound like? Let's listen in:

Email: Well, you're certainly not very eco-friendly. All that ink and paper, and...”

Postcard: “Wait just a minute, buster. There are plenty of conscientious printers out there with sustainable practices in place that reduce pollution and waste.”

Email: “OK, but with just one click, a savvy business can send me to hundreds, maybe even thousands of customers and prospects...”

Postcard: “...who can delete you with one click as well. People may eventually throw me out, but at least I get looked at.”

Email: “Oh, and I suppose you're hot linked to a website or online storefront, so people can respond right then and there?”

Postcard: “Maybe not, but I've never been filtered out of anybody's mailbox before they even see me.”

Email: “Hmm...yeah, well...people like my immediacy.”

Postcard: “They also like getting targeted messages they can touch, feel and keep.”

Email: “Oh, yeah?”

Postcard: “Yeah!”

Email: “Junk mail!”

Postcard: “Spam!”

Our heroes will probably never resolve their differences, so let's leave that little scene and consider the real truth of the matter: you're the one real winner.

Because each medium — postcard or email — is a viable way to market your business, offering different, yet effective ways to get the word out and drive revenue.

Best of all, your Safeguard consultant can help you determine which is best for your unique situation and help you get the right one produced and delivered. Make contact today to get started.