Words That Sell: Should Your Business Be A “Best?”
As a copywriter, I’m constantly hearing superlatives from clients when they describe their businesses. And that’s good. If you’re at the top of your game–and can prove it objectively with facts and events or prove it subjectively with third-party endorsements–you should also be at the top of your industry. If you’re not, you’re probably selling the superlative rather than differentiating the benefits of working with you. What does best mean? Using a...
Read MoreWorking Words That Sell: Wondering What’s Become Of Exclusivity? Join The Club
The word exclusive makes a three-note, level-up jingle in the mouth and mind. We think of small groups of just the right people, in a place designed just for us. Closer quarters create a sense of intimacy and we’re more willing to engage, cement loyalty bonds, and take advantage of our mutual affiliation. Exclusivity is becoming cheapened, though, by those who use it to grow massive email lists and club memberships that have only a minimal bar to entry. Think anyone feels like BJ’s...
Read MoreWorking Words That Sell: Make It Look Natural
The word natural makes a comforting chewing sound in your mouth.We associate it with nature, and by extension Earth, and by extension home. Natural makes you feel sunkissed and earthkissed, unfettered and right. We read natural and think warm colors, freshness, purity, and life. In a society that idolizes life, natural has a powerful subliminal pull. Natural is sacred. This time, rather than visiting Merriam-Webster, I had to go in search of a legal definition for our purposes. I...
Read MoreWorking Words That Sell: A Premier (Or Premiere) Establishment
Premier. Say it with me: “Pri-ME-er.” Or, as they say in France (where it came from), “PREH-me-yay.” In English, it’s a pretty word that means “first.” Firsts are special, although somewhat show-off-y. (I’d know, being one in my family myself.) Premiere is, depending on context, either a noun, an adjective, or a verb meaning “first performance,” “first,” or “to give the first performance of.” See the source of...
Read MoreWorking Words That Sell: 3 Ways To Sell With Now
This is the first in my “Working Words That Sell” series. When you pronounce the word now, your mouth is forced to widen and then pucker around that “w,” giving you a perfectly imperious pout, even when you’re being polite. Now is impressive when shouted aloud (because of the volume of air your lungs can pour out in that moment when your mouth is open). Like free, now also has incredible response power. It’s a single syllable that can launch a thousand...
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