Language is power, yet it is easy to take this fact for granted. We see language, hear it, and speak it constantly, but how often have you stopped to think of how words can affect the world and the people around you? Language is the very foundation of the complex society in which we live, so it deserves a bit of thoughtful consideration. We not only use language to describe concepts and the world around us, but we also use language to influence and move people into action.
Words have always had the power to change the world, to influence events, and the decisions of groups and individuals. As the poet Suzy Kassem said, one should never underestimate the power of a single word. One right word can grant you the heavens and open doors. So, what does this mean for your online store and your advertising messages? It means that a simple choice of words could make all the difference in whether your target market accepts your marketing message or not.
The words you choose and use throughout your website and ads, whether they be verbal or written, can impact how your target audience feels about your brand. You could have a great message, a great product, and deal, but if you are using the wrong words, your message could have little to no impact. However, with the right words used throughout your website, your product pages, and throughout your marketing campaign, you could positively influence your potential buyers.
Remember, words are power. Done right, you could wield the great potential of words and turn them into your business’s power.
Here we are listing down some of the most powerful words in the English language with examples from successful brands and their successful marketing messages. Keep reading to find out which words have the power to influence your consumers.
“It could be you!”- The National Lottery
Quite naturally, the most powerful word in the English language that you could use is the word “You”.
Using the word “You” in your marketing effort makes your message direct and personal. “You” has the power to place your target consumer right in the middle of the action of your marketing message, so that they imagine the impact that your product or service could have on their lives. For instance, The National Lottery’s slogan is an extremely powerful example because it makes the target consumer consider and imagine the possibility of hitting the jackpot.
“You” is a highly evocative word. When you are addressing your consumers personally and directly in this manner, the marketing message becomes centered on the consumer. It directly targets their imagination, their emotions, their wants, and desires.
“Together, we’ll go far.”- Wells Fargo
Here we have another personal pronoun. In marketing, the word “We” suggests a partnership and a bond between the target consumer and the brand itself, as you can see from the Wells Fargo slogan.
They use the personal pronoun “We” to strong effect because it implies inclusion and togetherness. This works very well for Wells Fargo who are in the business of handling other people’s finances and therefore require people to place a certain degree of trust in them. They use the word “We” here to really bring a sense of closeness and of including their costumers on a mutually beneficial venture together.
“Aren't you hungry for Burger King now?” - Burger King advertising slogan
This is a great one by Burger King. The power in the word “Now” comes from the feeling of urgency that it creates in the consumer and induces a desire to get a hold of their product and ignites the drive to act right now.
The word motivates an immediate response in those who are exposed to this message. Those who are more susceptible are probably wondering how far the nearest Burger King is from where they are right now. This drive is associated with the deeply satisfying and gratifying feeling one gets from fulfilling a need. You can use this word with other phrases and word that helps to create urgency. For instance, “Buy now, get 30% off.” This reaction is also associated with the survival instinct that is triggered by the sense of scarcity. If your customer does not act now, he or she loses on an opportunity.
“Shave Time. Shave Money.”- Dollar Shave Club
This clever pun by the Dollar Shaver Club is both punny and effectively imbues what their brand is all about and what they do for their consumers. In other words, they are saying that they will help you shave, while also saving you valuable time and money.
The fact is, customers want to buy products and services that solve a problem or satisfies a need, but people also buy to save. Everyone loves a good deal, even the wealthiest.
Saving money is a principle that is also ingrained into our consciousness because it is related to our need for a sense of security—in this sense, financial security. Being able to claim to save time is great too because it gives your customers the chance to focus on other activities.
“Yours to discover”- Ontario tourism slogan
The word “Discover” here implies adventure, excitement, and finding something new and delightful. Using the word “Discover” in your marketing message acts as an open invitation for your consumers to come and experience your brand, and the benefits and the features that your service or product provides.
This word has the power to induce a natural sense of curiosity in your target consumer. Your goal here is to encourage and invite your consumers to learn more about you and enjoy what you and your brand have to offer. The word also calls to the more adventurous, suggesting that there is something great, but unknown to your consumer, just waiting to be discovered and enjoyed by them.
Try it! You’ll like it! - Alka-Seltzer
Alka-Seltzer did some of the most familiar advertising in television history. For a brand that specializes in providing relief for heartburn and indigestion, they certainly did well with this one.
They managed to use the word “Try” as a way to invite their consumers to sample their product with the guarantee that they’d like it.
The word “Try” also makes an excellent replacement word for “Buy”. Phrases like “Try it now” are far less aggressive than “Buy now”. The reason that the word has a powerful effect on people is that it implies a lesser degree of commitment. “Try” is an action-oriented and persuading word that does not overwhelm your potential consumers. For those who are uncertain and not yet ready to commit, “trying” something feels less daunting.
“I’m loving it.” McDonald's
In 2003, McDonald’s launched its “I’m loving it” campaign. More than a decade later, it has become McDonald’s longest-running slogan, and they’re still going strong with it. They may not have the healthiest food, but they sure are banking on their long-term customers loving the taste and the convenience of fast food.
“Love” is the word for one of the most profound of human emotions and many companies use it to create sincerity and to connect with their consumers. Love related marketing messages come down to realizing and acknowledging the need to embrace consumers and to provide them with a fulfilling emotional experience. Being able to connect and tap into your consumers emotionally will help your brand build relationships with your clients that will last.
“30 day money back guarantee.” – Midco, customer guarantee
A guarantee is a powerful tool. When you make a guarantee, you are effectively standing behind your product or service, giving your word to your consumers that you are going to deliver to them exactly what you have promised.
The very word “Guarantee” also has the power to make your consumers feel safe by letting them know that they have nothing to lose in doing business with you. Guarantees have the power to effectively reduce a consumer’s fear and anxiety over making a purchase.
When you make a guarantee, your brand makes a commitment to your consumer. Guarantees work well when it comes to financial promises for refunds or returns, for when a product does not work to meet the expectation that you set up for your consumer.
“Play the songs you love & millions more for free.”- Spotify
People love free stuff. Most people, no matter how financially stable or well-to-do will find that the word “Free” holds massive psychological appeal on quite literally everybody. Spotify does this quite well with their free-trial campaign.
The concept that something is being offered up for free also removes the feeling of risk for the consumer or makes them feel as though they are greatly benefiting from doing business with your brand or company. For instance, everybody loves free shipping. Some people are even willing to spend more money on an online store just to get it.
“Quality never goes out of style.”-Levis
When it comes to Levis’ slogan, they employ the use of the power word “Never”, which is a word used in negative phrases and sentences. The effect of the word in these types of slogans, if anything, plays a positive role in the minds of the people exposed to these types of messages.
The word “Never” and other words typically used in negation can actually be used to highlight benefits. Another good example of this is Verizon’s “We never stop working for you” slogan. Use this power word to place a special focus on the benefit of your brand for your consumers.
Back to You
Now that we have given you some insight on the effect that some words may have on people, it’s time for you to craft your own influential marketing message with words that leave a resounding impact on your consumers.
What role do you think the right words play in your marketing campaign? Let us know what you think. At Ecommerce Pro, we love to hear about your ideas. If you need help in creating the best content for your ecommerce website, Ecommerce Pro can help. Start a conversation with us today and together we will help you create the best possible content for your website.