The language of marketing: Words matter

The language of marketing: Words matter: So glad my face doesnt have a progress bar that shows how much Im understanding what other people are saying Bill Murray

Marketing professionals and business leaders must always choose their words carefully when crafting branded materials and advertising strategies. Today’s consumers are definitely diverse but all share a highly attuned eye for marketing and sales pitches. If the advertising strategy is lackluster, contains words that do not need to be included or simply do not strike the right chord with the specific audience, the brand will likely hurt its image.

In that same vein, there are certain tried-and-true words and phrases that can be used to immediately bolster an advertising campaign’s success. Companies will do themselves a favor by putting in the research for their specific audiences and riding the trends that surround branding at large with respect to rhetoric and language.

Consistent winners

Entrepreneur magazine has published several blog posts on the types of words that tend to be the most effective in driving consumers toward conversions and action. First, contributor Kaleigh Moore wrote an article on the shorter words that have seen the most success in this arena. For example, the author pointed to ones that have been around forever, like “free” and “sale,” which will always draw the audience’s eyes toward the ad.

Today, consumers are a bit different and driven by not only discounts and free goods, but also convenience. Moore suggested using words like “fast” and “easy” in marketing collateral, especially when the audience is younger, such as millennials. Convenience and speed are becoming even more important to consumers as time goes on, with many individuals choosing to spend a little more for no-hassle deals and purchases.

Contributor Mike Taylor added that words such as “exclusive,” “limited” and “guaranteed” can be similarly effective in not only gaining the audience‘s attention, but pushing them toward purchases as well. Consumers want to feel as though they get a good deal, make a smart purchase and potentially make out like bandits, so to speak, and these three terms can be effective in touching upon all of those preferences.

Capitalizing on language

Now, while these words are indeed exceptional drivers of advertising success, marketers need to know how and when to use them to get the most ground. Here are a few tips to capitalize on the aforementioned words:

Highlight: Always make sure these words are featured in the title, preferably in bold typefaces and colors that will pop off of the page or screen.

Contextualize: Do not write “free” and expect the audience to flock to your store or website. Make sure the title and subject lines provide context, especially in terms of helping the audience understand the value it gets out of the deal.

Cycle: Rather than using the same word or phrases over and over again, cycle through them to keep the ad content fresh in readers’ eyes and minds.

When you ace the language aspect of your marketing strategy, you will be far better-positioned to boost sales and enhance customer engagement.

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