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As human beings, language is how we most commonly connect with one another. Whether written or verbal, what you say AND how you say it matters.
Every word you use in your marketing efforts can have a powerful impact on how people perceive your business, its products and services. The right choice of words can convince your audience to listen, make them feel valued and encourage them to engage. The wrong words can create confusion or feelings of alienation and cause people to tune you out – essentially driving them away. This is bad for business (obviously).
The key to effective marketing is finding the right words or phrases to inspire people to action by appealing to deep-seated needs or desires and provoking positive emotional connections with your brand.
The 'right' words have the power to persuade, trigger desired purchasing behaviours and drive sales in ways you might not have imagined.
But what are the 'right' words for your audience and how do you find them?
Here are 5 tips to help you find the right words:
1. Understanding your audience is ALWAYS the first step to creating appropriate messaging. Make the effort to dig into your customer base and get to know them, who they are and what they care about. Product facts and industry statistics are fine, but if you can’t show that you understand or care about them, your audience will not be nearly as engaged. Consider their point of view: “What do my customers value? What is important to them? And how can my business/product/service connect with those values?”
The first step we take with any client is to dive into their target audience base and build profiles for each of their key customer categories. This is an integral step in the Brand Messaging process and can be applied to all sales and marketing activities as well as internal policies and procedures.
2. Identify your customer’s pain points. These are the difficulties or challenges people struggle with that your product or service was designed to solve. Pain points hold power, because when you identify how your business provides solutions to their problems, you become an immediate ally.
3. Speak their language. Simplify product and service descriptions and use ordinary words that your audience understands and uses. Write clearly and concisely to make it easy for readers to digest what you say. Avoid confusing industry terms or technical language. Our Technical Writing service can help you translate your science- or technology-based business into consumer-friendly language that your audience will connect with.
4. Avoid words that don’t add value. But remember, boring is not better! Use words and phrases that spark curiosity to help connect with your audience and demonstrate value. Tease them to investigate further, inspire them to action, be friendly and helpful and show your value while appealing to shared values, core needs or emotions.
5. And finally, a couple of cautions.
1. Don’t overpromise - this will create distrust when you under-deliver.
2. Don’t patronize - avoid cheesy clichés and disingenuous platitudes or condescending language as this can be a turn-off.
Effective communication takes effort. Finding the right words starts with knowing your audience and their pain points to be able to create a connection and persuade them that you can help. It means writing authentic marketing copy that appeals to emotions, needs and desires. Taking this approach with your customers will help build customer relationships, drive sales and help your business succeed.
IF you need help finding the right words, Magpie's experience in core messaging and science communication can help get you on the right track.