This article has been translated from our English edition.
The opinions of the employees of You are personal.
Have you ever wondered why you choose one product over another? How is it that we choose between all the options that are offered to us on a daily basis? What really makes you choose one toothpaste over another?
The answer lies in the type of words that are used when selling the product or service.
You may never have noticed, but words play an important role in photography. decision.
Here are 10 words your customer needs to “hear” when making a purchase decision.
If you think the word “free” is being overused, think again. People like the free and the simple. Think about it, you can give anything for free and you will get people’s attention.
Help Scout’s Gregory Ciotti said in a study that 73% of people had a choice between a truffle Lindt for $ 0.15 or a chocolate kiss of Hershey’s for $ 0.01 he chose the truffle.
The same audience was then asked what they would prefer if the truffles were kept at the same price (0.15) and at the same price kiss free. 69% changed their minds and chose chocolate Hershey’s. Do you see? People love freely.
Everyone always wants to “belong”. If you make your product exclusively for a select group, people will love it even more. You can use synonyms as they are: Members by invitation only.
I had the opportunity to take part in surveys that asked people what are the main factors in choosing a product and whether they believe it or not. “Easy to use” is in the top 3.
This does not mean that the product should not be safe complexity, but yes, never simplicity.
How we hate missing out. It can be from one “Bobble head” in a baseball game in which they affirm that “only the first 100 people can have one of these characters for free”.
And I say what’s the use “Bobble head”? Well, what does that matter! It’s big business and you need to make a quick decision before it’s too late, right?
5. Get yourself
Encyclopedia Brittanica changed the title of a test from HubSpot The addition of the word “get” added and this change resulted in double the number of conversations.
I don’t have an explanation for this, but I could say that “to get” It is a word that involves action and that psychologically informs the reader and prepares them to do something. There is also an advantage after this word.
“Get a flat stomach in six weeks.” “Get better grades without much study.” You can use other verbs like: start, try, give.
With so much cheating in the world, authenticity is something all customers are looking for. Using the right words can give them the confidence they need to access the purchase.
If your product doesn’t have one guaranteeDon’t say it does because even if it works at the beginning, the buyer will ask for a refund later.
Other words that you can use instead are: harmless, safe, and so on.
Use first-person language when writing a sales copy or something you want to convince. This will make your text feel more like a conversation.
8. Why / for
Gregory Ciotti uses interesting scenarios in the book Influence by Robert Cialdini. One of them talks about how different phrases have been tested to see which ones are best for getting people to queue up to make copies.
- Option 1: Sorry, I have five sheets. Can I use the Xerox copier? 60% allowed to take their place.
- Option 2: “I have five sheets of paper, can I use the Xerox copier? Why I’m in a hurry? ”90% agreed to have him queued.
- Option 3: “Sorry, I have five sheets of paper. Would you give me permission to use the Xerox machine? to the Make copies? 93% agreed to use their space.
Notice how almost everyone put the person in line by using a simple “because” or “for”.
The reasons weren’t even that interesting either: “Why do I have to make copies?” Everyone in line had to do it! Remember that the human brain loves explanations.
Make sure your product is related to a reason to get people to act faster.
9. The best
Which sounds better “How to change a flat tire” or “The best way to change a flat tire”?
It’s not that difficult. Think about the times you have googled something.
To avoid feeling frustrated while searching, select “best or best” so that you get “best option” faster. Maybe I’m just doing this, but I don’t feel the only one.
We know the product or service may not be the best, but the simple fact that it is makes us think that there has already been a comparison to something else.
Eye! It’s not about being misleading either. Do not mark yourself without validation.
With social networks, anyone can make comparisons before making a decision.
Buyers want to know who the “strongest” products are and then try them out. Take advantage of this to tell readers to compare you, or better yet, do it yourself.
When you openly demonstrate the difference between your product and others, you make it easier for customers to buy.