I was excited when NLP specialist Paul Goddard offered to share seven powerful words with us at Win-Biz Networking recently.
What Paul said resonated with me – I’ve been aware of this for a long time and regularly use these (and other) powerful words in my copywriting. Persuasive copy, containing powerful subliminal messages, needn’t be restricted to ‘high pressure’ American-style sales letters. Used judiciously, the seven ‘magic’ words have an important place in B2C and B2B copywriting – and the written communications we use every day at home or work.
So what are these amazing words?
- Thank you
- The name of the person you are communicating with
Let’s consider them one by one.
Paul used the oft-quoted example of the 1970s research involving a photocopier queue, and how the researcher’s ability to jump the line increased markedly when they added ‘because I need to make copies’ to their request. This is sometimes referred to as ‘the photocopier effect‘.
The lesson? Whether in written or spoken communication, using because strengthens the persuasiveness of your case. It could be on your website homepage or your next email. Either way, used with subtlety, this is a powerful word.
As every direct-response copywriter knows, now adds urgency and encourages action from the recipient of your message.
Try it – NOW!
This, as John Lennon’s songwriting has proved for decade, is a wonderful tool for getting someone to think ahead and envisage a scene, a benefit or a feeling. By asking your reader to imagine something, you can put any idea into their head.
For instance, imagine a bear on a jet ski, or the time you’ll free up for other business tasks if you hire a professional to do your copywriting. (And please note how the latter example is so much more useful for your business than the first one!)
Got it? Great! Now imagine using this technique in future.
Because basic courtesies still matter. You’d say please in conversation, so why on earth wouldn’t you do so when you write.
Please remember this next time you write.
For the same reason as above. Thank you!
Another subtle one to be used with discretion. We all like to feel in control, especially when we’re trying something new or being asked to make a commitment. That’s why, as writers, it makes sense to remind your reader that they are in control.
They will have control. And so will you.
Use their name
I don’t mean for every other word as is so beloved of sales people who are trying too hard. What I mean is the judicious use of someone’s name to personalise your communication. When Paul Goddard spoke to us he was using the example with reference to spoken communication, but the same applies to writing – by addressing a spec-approach to a named individual , rather than to Dear Sir/Madam, for example.
In copywriting, where you don’t know the names of all the people who are reading your brochure or website page, you achieve a similar effect by using ‘yo’u and ‘your’s in your copy. It ties in with the idea of writing as we speak, of communicating directly with the person who is reading your copy at that moment. As well as personalising your message, use of more ‘you’ than we, emphasises that your message is more about your reader than you. That’s important.
You will do this in your writing won’t you.
Start using these powerful words today
So there they are, seven powerful words that you can start using today to enhance your written and spoken communications and give you subtle control – that’s because they work.
It takes practice to deploy them effectively in your business writing. That’s why an experienced marketing, technical or SEO copywriter might be your new best friend. If you don’t have the time, special skills or inclination to write your own SEO copy, brochure content or client case studies, imagine the benefit of some professional help.
If that’s the case for you, please contact me now. In any case, please leave a comment after this post and tell me which words you find most powerful when you communicate – and why.