Before reading today’s column please (please) do yourself a favor and watch this two-minute YouTube video.
You are offering a quality service to your prospect list that will add quality to their travel experiences. The problem is that if the competition is saying the same thing, what will make them choose you?
That is where your wording comes into play. Have you ever read a book and could just picture the scene by the descriptive words on the page? The words made the book come to life.
That is what you will do with the right words. These words will influence the reader to take a look at your website, and buy from you. These influential words are not just limited to ad copy, but can be used throughout your website content and page headlines like a trail of breadcrumbs until they find your product and make the sale.
What are these words? Well, the words vary depending on what you are selling. You want to create a picture with those words of a place or situation that includes your service. Once you’ve created the picture you can begin weaving in words that will have a hypnotic effect on your customers.
To create that picture, you will need to be familiar with these two things:
1) Most people read at an eighth-grade level. Big words or long sentences will cause them to yawn and lose interest. Keep your sentences short but powerful. Use as few words as possible to get your point across.
2) Choosing the right words is like a commercial filled with subliminal messages. It could be a word that appears in several places within the commercial, or an action that the actors keep performing that transmits a message to your brain. A sweaty brow could make you feel hot or desire a cold drink, maybe even a new air conditioner.
What you don’t want is for the customer to figure out what you are doing. It is misdirection as much as persuasion. You are creating a scene that gets the reader to feel certain things while sprinkling in words that will lead them to you, your service, or recommendation. By doing this, when you get to the point where you ask them to work with you, they are ready and eager to do so.
One way to find the right words is to examine other successful businesses and see what they do. I am suggesting that you do a little market research. I promise it will be painless. What are your competitor’s “right” words, and how do they use them?
If you are good at being persuasive, choosing the right words for your customers will bring in more and more profitable sales with less work on your part.
Mike presents a business-building webinar on the third Thursday of every month sponsored by AmaWaterways. To receive a complimentary invitation send Mike an email with the phrase “AmaWaterways” in the Subject Box. You will also receive a link to the recorded version.
For information on Mike’s 6-Week Online Selling Course, email Mike at firstname.lastname@example.org with the words “sales course” in the subject box.