Remember being a kid, and asking for something you wanted? It would often deem the response, “If you say the magic word!” Wouldn’t it be cool if marketing worked the same way? What if there were magic words that could convert every single prospect into a lead or sale, no questions asked?
While there is no prescription available to ensure the health of every ad, there are indeed some “magic words.” These tried-and-true keywords, infused into our daily communications, will take leads to the next level—to the point of conversion.
Here’s a question: did my headline get you to click on this article? If you’re reading this, then the answer is yes. And that means I must have done something right. Read on to discover the best buzzwords to improve conversion. (I may have used one in the title.) And when you’re done, why not try out a few for size on your own?
At the end of the day, the customer wants to know that they’ve gained value from the purchase of a product or service. The use of buzzword valuable in communications is—well, valuable—when it comes to conversion. The word reinforces that the consumer has made, or will make, a wise investment.
2. And (versus but)
By its very nature, the word and is reinforcing and inclusive, while but is naturally used in light of negation or disagreement.
Pop quiz: Which headline would you click?
A: Our new 4-in-1 mega roll lasts four times as long, and still maintains the quality of the traditional roll.
B: Our new 4-in-1 mega roll lasts four times as long, but still maintains the quality of the traditional roll.
The answer? A. Why? Because it creates a reinforcing sense that Quilted Northern has not lost the quality of its product, even though it increased in size. Sentence B, through use of the word but, creates a feeling that the brand perhaps needed to justify that the product was still high quality, even though it increased in size.
Let’s be real. It’s hard to pass up a good sale—perusing the sale section of your favorite store, taking a peek at the sale section online—even if you’re not looking to buy anything in particular. And that’s the key here: “I’m not looking to buy anything particular…” The word sale creates a sense of urgency. It has the power to motivate customers to snag that deal in a limited timeframe.
Off: the peanut butter to sale’s jelly. Both words are rarely seen without each other, so it makes sense that off makes our list of words that convert leads into, well, sales. No pun intended.
5. The Consumer’s Name
It seems simple, but I’m often surprised at how much more valued I feel when my specific name is noted in the messages I receive. Placing consumers front and center (“Hi, Rebecca! It’s been a while…”) means more clicks, and therefore more conversions.
Deemed as one of the twelve most persuasive words in the English language, new creates a sense of urgency. After all, why wouldn’t the consumer want to check out the newest, latest, and greatest model of the iPhone? (What number are we on, now?) It doesn’t hurt to just look, right?
And The Final Most Important Word…
Who knew that together, these three little letters could pack so much punch? Lo and behold, the buzzword you is the single most persuasive term in the fight for conversion. Simply put, the word you evokes a feeling of personalization in a world of cluttered, generic messaging.
Now you’re ready! But before you go…
Keep in mind that, though brands market different products, most businesses share the same end goal: to convert leads. Had you ever stopped to think about why we click on certain ads or open certain emails over others? It’s because, though brand purpose, context, and messaging are the crux of a campaign, it’s the words used to deliver the message that make all the difference.
And when it comes down to actual conversion, words are the bread and butter of results. They impact what will ultimately be reflected on that end-of-year report. (The one that you owe your boss in the next 24 hours.)
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