A picture may be worth 1,000 words in print, but on the web, one word could be worth 1,000 leads – 1,000 customers – 1,000 new people to tell the world about your business. Word placement strategies place a crucial role in search engine optimization, but the words themselves are just as powerful when used in the right context. In order to enhance your website content and improve your conversation rates, you need to know which words to use to best captivate your audience. Check out these top 10 words that sell.
One of the best ways to engage your readers in your content is to incorporate the word “you” as much as possible. Rather than saying, “We offer a variety of roofing services,” you would say, “You can take advantage of our huge selection of roofing services.” You’re making the same implications, but the second option puts the reader directly into the content. People don’t want to read about what you can do for them. They want to know how they can benefit from you. This simple change of perspective will make a tremendous difference in your sales conversions.
It’s your job to make readers feel confident about your products and services. Don’t say you’ll “try” to do something. Just do it. Which of these statements sounds more authoritative?
The “do” in the second statement is implied, but the message is still significantly stronger than the first. By omitting the word “try” and boldly staking a claim, you will ensure your customers are confident in your abilities.
This again points to the idea that people want to know what they can gain by working with you. It’s not about the exciting features your products have as much as the value those features provide to your clients. Make it clear that your products or services provide “maximum return on investment.” Using terms like “value-added pricing” and “full-service company” will show readers that they are getting a lot from you when they become a customer. The more value you can provide, the more they will be willing to work with you.
Using the word “or” to provide clients with multiple options is a great way to increase your sales success rates. Rather than telling your readers to do one thing or the other, you can give them several different options that still yield a sale for you. For instance, you may provide different packages that bundle specific products and services together, or you may give people different signup options to suit their budgets. The more times you use “or,” the more your odds are of turning a lead into a sale.
What better way to get your readers engulfed in your content than by tapping into their imaginations? If you want to really drive a point home, use the word “imagine” to get readers to picture what you’re telling them in your minds. This is highly effective for in-person sales, but it can be equally effective in a written setting under the right context.
Yet another word that sells is “support,” with regards to the backing that your products or services have from other businesses or your entire team. Another term for this would be “consensus.” Support can provide strong leverage in a sales pitch, particularly when you are talking to investors. If you do not yet have support or consensus from your whole team, describe the steps you will take to go about getting it.
Explain yourself. Don’t just tell someone that they can benefit from what you have to offer. Explain it through the use of the word “because.” Consider the following two sales pitches:
The second explanation goes into detail about why a person should invest in products from this company, while the first makes a general statement that could still lead to some sales. In order to maximize your sales options though, you’ll be better off with option two. You may use other words like “that” or “through” as substitutes for because, such as:
In sales, there are no problems – just opportunities to learn, grow, and succeed. When addressing a potential issue that may arise, refer to it as an “opportunity,” not an obstacle. In person, you will want to replace the term “problem” with other appropriate substitutes. Instead of saying “no problem,” you may say “that would be my pleasure.” This subtle change will increase your customer’s confidence in your abilities.
The less work your buyers have to put into something, the more value they see in it. Whether you’re describing a product they can use or a service you provide, make it sound “easy, quick, and simple.” You can use variations of these words as well, like “hassle-free” or “fast,” depending on the natural of your content. If you are speaking to someone in person, illustrate just how easy a process or product is.
Sensory words are those that relate to visual or auditory cues. In other words, they appeal to the senses. There are hundreds of these words in the English language, and not all of them are applicable in a sales setting. You may refer to this list of sensory words for a starting point, but there are other terms you may find yourself incorporating in your writing. Select the ones that add the most power to your content, and you will dramatically increase your conversion rates.