A powerful sales tool is the judicious and informed use of language. With the right words, you can catch a prospect’s attention, hold their interest, and lead to an overall increase in the number of future sales. How to Use Words that Sell and increase sales.
With this in mind, it is not a good idea to depend too heavily on the power of words, which can turn away potential clients, make employees feel unappreciated, and result in missed sales opportunities over time.
Power Words for Sell
Successful salespeople understand the importance of using appropriate language to sell both the product and the seller. To be successful at sales, it is essential to use the right words in the right places.
To aid you in practicing your sales vocabulary, here are some examples that will also help you improve your ability to use words that result in meaningful client relationships.
1. The best way to write a copy that sells is to follow these four guidelines.
In any business environment, it is critical to use verbiage that will generate sales opportunities.
Be aware of this regarding sales copy for websites, press releases, and advertisements for the web. Writers should keep in mind several aspects when writing for the web copy. Keep in mind the following:
Remembering your target audience is a critical first step in writing web copy. Making sure the text is peppered with terminology that will be instantly recognizable to the reader is a typical strategy for increasing engagement. Adding consumer-friendly terms accomplishes two goals.
Second, they serve as indicators that the reader is on a site relevant to their needs and interests. Second, the use of familiar terms gives the impression that the website’s author is knowledgeable about the subject.
These factors help keep the reader’s attention long enough for the web copy to explain all the benefits of purchasing the advertised well or service.
Technical terms can be helpful in some cases, but they can also be deterrents in others. Even if your product is conference room telephones, you may want to avoid using telephony terms.
This is true if you want to market to administrative assistants and busy executives. Instead of using technical terms, emphasize the unit’s features and ease of use.
Of course, if the goal is to sell telephone equipment to IT managers, technical terms and specifications are required. Your web text copy will be more exciting and appealing to your target audience if you know what type of verbiage to use.
Another thing to remember about your web copy is that you want to rank as high as possible in search engines. The easiest way to do this is to sprinkle keywords throughout the document. These are easily recognized as relevant to the subject matter and are likely to be used by anyone doing online research on that subject.
If an assistant is tasked with finding good buys on a
When searching for a conference room speakerphone, they are likely to use several keywords.
Speakerphone, conference, conference room, meeting, business, and telephone are some examples of search terms. Including all of those words in your sales web copy will help ensure that your site appears in the search engine’s results.
Start by conducting your own keyword research. Look at competitor sites and note words that appear two to four times in their copy. Those repetitions are likely done to maximize the chances of being found on search engines.
Keeping in mind that you don’t want to copy your competitors’ keywords, think of other terms that have a similar meaning and that you think people would use in a search. Perform a few inquiries with your own set of keywords. The results may be very positive, increasing your chances of a high ranking on all major search engines.
2. Using Words in Email Marketing
Just as you want to attract attention with your web copy, you also want to structure promotional emails so that they help generate interest in the goods or services you have for sale. When creating a promotional email, keep a few things in mind.
First, the subject line of your targeted email must be attention-grabbing. Several approaches have been proposed.
Use a question in the subject line. The idea behind the question is that people are more likely to remember a question than a statement.
The promotion is more likely to be opened and read if more people consider the question. This gets the promotional email past the first hurdle of being ignored by a consumer.
Another approach is to build on the consumer’s existing relationship. Assuming that the email campaign is aimed at people who have previously done business with you, you may want to include an identifying mark in the subject line, such as your company’s name or the name of the previously purchased product.
Using a well-known term aids in creating instant recognition. Suppose the consumer has previously had a positive experience with your company. In that case, there is a good chance that they will open the email and read through your letter.
Of course, once you’ve navigated the minefield that is getting the consumer to open the email, you must entice the prospect to continue reading after the first couple of sentences. Most people nowadays aren’t interested in long-winded emails that seem to go on forever. This means you should do several things with the text to keep them reading.
Begin with short paragraphs. When you open the email, you’ll notice how many solid lines of text there are before there’s a break of some kind. The brain immediately sends out a signal that reading this email will be a tiresome process. There is a good chance that the email will be scanned at best, then abandoned. This impression can be avoided by writing shorter paragraphs that concentrate on a single aspect of the subject.
Text breaks make it easier to digest the entire email in manageable chunks. As a result, as the reader moves through the email’s text, you have the opportunity to build your sales pitch point by point.
Bullets in the body of an email can also be helpful. However, it is critical to keep the bullets focused and brief. Using a slew of words to create what amounts to a bulleted paragraph will quickly bore the reader.
A bullet should be no more than seven to ten words long and concentrate on one complete thought that the consumer can easily relate to and digest. Remember that the purpose of the bullet is to present an idea rather than to elaborate on it. That is something you can always do with your web copy.
Try not to do that in any email, especially not in a bullet in the body of the email.
Another thing to remember when it comes to email wording is to avoid jargon. When it comes to email text, the old business adage of KISS is ideal. It is critical to keep the language simple and easy to read.
You may only have a few seconds to catch the reader’s attention. That is most certainly accomplished by using words that do not cause the consumer to pause and think about what the word might mean. Technical jargon should be kept to a minimum, allowing the talking points to be understood by nearly everyone who reads the email.
When using words in promotional emails, the main thing to remember is that the text should be easy to read, not overwhelming, and focused enough to pique the reader’s interest in visiting the website for more information.
3. Making Effective Use of Sales Copy
The sales copy you’ve written for the web and for email promotional campaigns can be used in other ways to generate interest in your products and services. The great thing is that you don’t always need to write more original copy to create different pieces that will help spread the word.
Here are some examples of how you can use that web copy and email text to create additional promotional documents to help you generate more sales. Even if your primary business is online, attending trade shows and conventions is beneficial. Of course, this means you’ll need to set up an exhibit that will catch the attention of passers-by.
At the very least, you’ll want some eye-catching graphics that can be mounted on tables or the back panels of an exhibit booth. Along with images, you might want to include a few snippets of text from your website or email promotions.
Remember those succinct bullet points you used in your email campaign? They have now been translated into some fantastic visual slogans to catch the attention of conference attendees. Create some storyboards in which the bullets are splashed across the facades in eye-catching colors.
By using your words to entice people to visit your exhibit, you have the opportunity to engage them in conversations that will lead to the collection of leads that you can follow up on after the show closes.
Consider reorganizing some of the information into a slide presentation in addition to using your web text as graphics for the booth. This allows you to set up a computer screen and have the presentation run indefinitely on a loop. Movement helps to draw the viewer’s attention.
Even if you are currently busy with other visitors, people will come over to see your presentation. This allows you to make a connection even if you cannot engage the person in conversation at that time. Visitors will feel a sense of familiarity when they revisit your online business because you are using words from your website.
You will also require printed materials that interested parties can take with them. This will almost certainly take the form of sales brochures. Use text from your email campaign to create one easy-to-read bi-fold booklet, then use text from your website to make at least two other brochures that differ in size and format.
This adds visual interest to your printed material, so the visitor will likely take one of each. Three brochures picked means three chances to pique the reader’s interest. Probably, you won’t need to do much editing to adapt your web text for hard copy publications.
Remember that you can use those same brochures once the trade show is over as part of a direct mail campaign. This type of application, while not consistently profitable, is usually worthwhile to invest in.
Going with printed mail campaigns adds another method of obtaining consistent customers. It’s even better for your bottom line if you can use your existing copy to complete the task.
4. Making Use of Psychological Triggers
Psychological triggers are simply words, images, or sounds that can elicit a specific reaction. When it comes to using these triggers in your sales efforts, terms and how you present them will be two of your most powerful tools.
Here are some tips to help you make the most of psychological triggers in your sales copy, as well as some visual approaches to help those triggers do their job.
The use of keywords sprinkled throughout your copy is an example of using psychological triggers to some extent. Keywords serve as the foundation for the reader’s relationship with your copy. The consumer is almost certainly looking for something specific.
Keywords indicate that they are in the right place to find what is desired or required. Thus, including essential keywords in the text is one method of eliciting a reaction that ensures the consumer will continue reading through the website, confident that there is something of value.
Another thing to remember is that you want to use phrases and words that speak to the reader’s mindset. Include expressions that describe applications that have special meaning to your target audience, for example, to elicit the desired response.
Someone looking for financial software for a faith-based organization is likely to respond positively to terms like stewardship, accountability, and trust. Triggers of this type are likely to resonate with some of the reasons why the individual is looking for a good deal on financial software and will easily entice interested parties.
Triggers can also be used to elicit the reader’s emotions. Instilling a sense of fun into the search while remaining professional is frequently enough to entice people to take a few moments to look at what you have to offer. Humor may not be appropriate for all products and services, but it does work in many cases.
Suppose you sell office supplies to busy administrative assistants trying to keep the boss happy. In that case, you might want to try a tag line with a trigger that speaks to the frustration that can come with the job. “Tired of searching the Internet to keep your boss from popping a vein?” Get everything you need right here!” can help calm frayed nerves while also conveying the impression that there is no need to look elsewhere.
Guilt is another trigger that can be used to one’s advantage. Using language conveys the impression that failing to purchase your good or service is akin to a breach of duty. Of course, this works best when the hint is slightly understated, as it does not insult the consumer’s intelligence.
Something along the lines of “a day without software is a day with a lot of wasted time” suggests the benefit of purchasing your product and impressing the boss with a high level of productivity. Simultaneously, the implication is that without the software, the reader will be less productive and thus unable to do the best job possible.
Taking advantage of the consumer’s sense of responsibility, the trigger motivates the consumer to read on and learn what your product can do to make the day a success.
Another huge psychological trigger is motivation through the written word. The vast majority of people want to excel at everything they do. They also want to do an excellent job in the shortest amount of time and with the least effort possible.
Using triggers in your sales copy such as “easy to use,” “saves hours of work,” and “increases your free time” will definitely appeal to the desire for more success with less investment. Using these triggers in headlines throughout the text is one way to stand out, but don’t forget to incorporate a few of these motivational style motivators into the main text as well.
5. Producing Solo Ads
There will be numerous opportunities to create solo ads that can be used in various situations as part of your sales campaign. In some cases, these may be general advertisements created as part of the materials for a marketing campaign aimed at a new consumer target group.
At other times, you may want to create a solo ad for a one-time publication, such as an annual chamber of commerce directory. In some cases, it may be advantageous to develop a series of solo ads that highlight several of your high-profile products or services. Here are a few pointers to help you create effective solo ads.
It is a good idea to consider the amount of space you can afford when creating an ad. Obviously, you want to target print publications to reach the consumers with whom you want to connect.
Remember that a quarter-page ad in the right publication is a much better investment than a full-page ad in a magazine that does not have a readership interested in what you have to offer.
Spend your money on ads aimed at the right people, and make that clear in the ad text. The first step in deciding what type of copy to include in the customized solo ad is to know where to place ads.
The same strategy can be used for online advertisements. Creating a simple but effective solo ad targeted and can be placed on specific sites visited by potential clients. The text should be short, snappy, and to the point in less than a couple of seconds.
In most cases, an online ad will redirect visitors to your website, making sure the tag or trigger you use with the ad is relevant to what the prospect will see when they arrive at the site.
Remember that solo ads are not intended to be exact repetitions of information on your website.
Instead, they are intended to draw attention to a specific aspect of your business and pique people’s interests so that they will want to learn more. Don’t try to accomplish too much with a single ad. If the ad’s purpose is to promote a sale, make sure the copy emphasizes how good the deal is.
Maybe you want to promote a new and improved product. In such cases, concentrate on one or two new features of the enhanced offering. That is enough to serve as a teaser without spilling all the details about what makes the latest version of the product so unique.
A straightforward way to create a series of solo advertisements is to develop one basic format that can be easily adapted for different venues. Once the essential elements are in place, the master ad can be used as a template.
It is simple to make changes to personalize each ad placement to target the specific print publication or set up websites where the solo ads will appear. This method also creates a sense of continuity.
Consumers who see two or more of your solo ads will quickly identify all of them as being associated with the same products based on the graphics and layout of the content.
6. Create Classified Ads
There are opportunities to write classified ads in print and on the Internet to spread the word about your business. In some cases, the classified ad may consist of only one or two sentences. In other cases, you may be able to manage something for a more extended period while still making a profit.
Writing copy for classified ads differs from writing copy for more giant advertisements. No matter how large the space for a classified ad, it is still a tiny space. Your task is to make the most of that small amount of space.
A classified ad’s nature is to say a lot in a few words. This means you’ll have to be as precise as possible with your word choice. Fortunately, a classified ad is not required to use proper sentence structure.
This allows you to use phrases to make your point if they are appropriate. Quick blurbs that are adequately crafted will get the end across and will enable you to convey your intent in a few words.
Another technique for cramming more information into fewer words is to use
Abbreviations. Depending on the publication in which the classified ad will appear, you may get away with using certain abbreviations that the readers will understand.
For example, suppose the classified ad is appearing in the back of an Information Systems professional magazine. In that case, there is no need to spell out those words in the ad. When you use the abbreviation “IS,” you save a lot of space that could be used to include another possible point of interest.
Along with industry-specific abbreviations, generally accepted abbreviations can be used in both print and online media. One such abbreviation is “ISO,” which is commonly used as an abbreviation for “in search of.” You might be surprised how many abbreviations you can use without interfering with the flow or integrity of the ad text.
Still, it’s a good idea to balance the shortcuts with at least a couple of spelled-out terms. If you’re unsure what kinds of abbreviations to use, look at some of the other ads for inspiration.
Contact information is one element that should always be included in the ad. Make sure that the contact information you provide is entirely reliable. If you don’t think you’ll be able to return a phone call promptly, use an email address instead.
Better yet, include your website’s URL so that the reader can go straight to the source. Typically, directing readers to your site’s main page is the proper procedure. If you are having a sale or want to highlight one of your products or services, you may want to direct the reader to a page that focuses on that specific item.
Reading through a few classified ads on the ad website or print publication is a good idea. Many hints about the types of classified ads that the journal considers acceptable can be gleaned.
You can easily incorporate those ideas into your classified ad concept, ensuring that you adhere to accepted guidelines. This investment of time in conducting some quick research will make writing the ad much more manageable.
7. Sales Language: What Is It and How Does It Work?
The use of accepted terms and verbal techniques that are understood to be helpful in the process of identifying qualified leads, talking to interested prospects, and closing a sale is referred to as sales language. While the verbiage may differ slightly from one sale setting to the next, a few general rules appear to apply across the board.
Here are some examples of effective sales language, as well as how these approaches may be beneficial.
One of the first lessons any successful salesperson learns is that proper sales language employs the fundamental principle of conveying confidence. That assurance stems from the belief that all of the goods and services on the table are of the highest quality.
Furthermore, each of them will make a significant difference in the quality of life for anyone who chooses to purchase any of the services offered. Along with knowing that the goods and services are the best things since sliced bread, the salesperson is also confident in persuading the buyer of how good the products are.
Without this underlying level of confidence, even the most persuading verbal techniques will fall short. The goal of sales language is to emphasize the positive. Helping people see the value of what you have to offer entails convincing them that what you have will make any task more manageable easier to achieve.
Your product will not only make the task more accessible, but it will also speed up the process, giving you more time to devote to other matters. The best part is that it will pay for itself in a brief period.
This entails determining which approaches will have an immediate impact on a customer. For example, if you begin with something like, “How would you like to leave a half-hour early every day and still get all of your work done?” you are sure to capture the attention of almost anyone.
You’re using sales language to offer something of value to the individual, and chances are you’ll be asked to explain what you mean.
Learning when to ask clarifying questions is another aspect of using sales language. Once you’ve engaged a prospect and started receiving feedback, you must double-check every now and then to ensure the two of you are on the same page. One of the verbal tools you can use to stay on track is to ask clarifying questions.
A clarifying question is simply when you take a moment to ask a question to ensure that you understand what the prospect has said. These types of questions are frequently phrased so that a simple yes or no response is possible.
For instance, if the client has mentioned using word processing software, applications, you might want to go a step further and inquire whether free spreadsheet capability would be helpful in the workplace in addition to word processing.
This allows you to add more value to an already expressed need and give the prospect another reason to keep talking to you.
Another verbal tool in your arsenal, in addition to the clarifying question, is the perception check. You are ensuring that you have assimilated the prospect’s information. A perception check will frequently begin with a phrase such as “if I understand you correctly” or “from what you have told me, I understand that you require.”
The purpose of the perception check is to give the seller the opportunity to present what the buyer has indicated as a want or need in their own words. In turn, the buyer has the opportunity to confirm that the seller has understood the need or to correct the seller’s perception if the connection did not capture everything.
It is critical to frame the perception check so that any miscommunication is owned by the seller and does not reflect negatively on the buyer.
In fact, sales language should always put the seller in charge of providing services. This gives the impression that the buyer is in complete control of the conversation, with no indication that the buyer is unclear or imprecise. This approach also conveys that the seller is genuinely interested in meeting the buyer’s needs and desires.
In online communications with prospects, sales language is used in a variety of ways.
To begin, email correspondence should always convey a desire to meet the buyer’s needs. Second, positive sales language that leads to discussions about what the products can do and anticipates questions will go a long way toward keeping the web copy fresh, for keeping your website fresh, engaging, and entertaining
Every successful salesperson must learn to sell through the use of words.This is true when speaking with any prospective client in person.
Along with living discussions, using the right words can make or break a website’s ability to attract visitors and keep their attention long enough to make a sale. Ads, both electronic and print, rely heavily on selecting the right words for the right situation. Knowing what to say and when to say it will help keep a sales career exciting and lucrative.