After typing ‘How words sell products’ into Google a total of 156,000,000 results appeared, all claiming that they knew the most important words in the English language, the ones that hold they key to your company’s success. Words are important, we all know that, otherwise why would journalists, marketers and PR companies spend a huge amount of their time considering which words will be best to use? As I sit here typing this post I’m even thinking about which words to use, which ones will interest you and make you want to read until the very last word.
There are different categories of words that can be used to effect audiences in different ways, keeping in mind that the overall goal is to persuade them to buy your product or service. The words you use in product descriptions need to be persuasive and engaging, telling your audience why they need your product, more than any other, to better their lives. Your words need to be credible, as most people will shy away from your business if you fail to provide them with facts and figures to back-up your claims. Finally, you need to choose words that are thought provoking – why not start off with a question that by the time your audience have read your description, they’ll know that buying your product is the answer.
‘Achieve,’ ‘Exciting,’ ‘Guarantee,’ ‘Improve,’ and ‘Unlimited’ are just a few of the words considered to be important, in terms of selling, as they suggest that a product will be sure to benefit the customer in some way. Other key selling words surround the category of ‘product offers’. Words such as ‘FREE,’ ‘SALE,’ and ‘OFFER’ usually catch the eye of audiences as they spark off thoughts that they’re getting a better deal from your business, than they would if they were to buy from someone else.
Often companies follow a certain structure when writing descriptions for their products. Many will start with an offer that the customer will benefit from if they purchase a product, for example ‘free delivery’ or ‘20% off for a limited time,’ phrases like this are guaranteed to grab the readers attention. They will then go on to list the advantages and key features of the product, persuading the customer that they need the product. Finally, towards the bottom of a product description, they will write about the much finer details, for those customers that are interested in a product’s specifics, before making a decision to purchase it. A great example of this structure can be seen on Amazon’s product pages.
Using specific words in product descriptions, press releases and other promotional material can also be the key to gaining a better position on search engine results. Many companies work hard on search engine optimisation, as the higher up you appear on results pages, the more traffic you will get to your website, meaning more potential customers!
Next time you’re writing a product description, or advertising your service, see how many ‘selling words’ that you use. I ‘guarantee’ it will be a lot.