How Often Do You Use Marketing's Most Persuasive Word?
How Often Do You Use Marketing's Most Persuasive Word
?
What I'm giving you today is a quick exercise to help you determine if your prospects on a subconscious level are tuning out your marketing message.
First, draw a line down the middle of a piece of paper. At the top of the left column, write the words "we" and "our" and then list your company name. At the top of the right column, write the words "you," "your" and "you're."
Next, find one of your marketing pieces. You may want to just pull up your website's home page.
Now read through your content sentence by sentence and place a mark in the first column whenever you come across the words "we," "our" or your company. Once you reach the bottom of the page, read the content again and put a mark in the second column each time you see the words "you," "your" or "you're."
What you'll likely notice first is a significant difference between the marks in both columns. In most cases, you'll have many more uses of the words from the left column than the ones in the right. In fact, you'll often see "we," "our" and your company name at the start of many sentences.
If the marks in your left column outnumber those in the right column, then you have a problem. Your prospects are likely ignoring your marketing message often without realizing it because this action occurs on a subconscious level.
You see, your prospects are only concerned about themselves. When your content is filled with repeated uses of the words "we," "our" or your company name, you're making your marketing message all about you.
This is like being that guy at a party who only talks about himself, laughs at his own jokes and always has a story that tops whatever anyone else says.
You've met this type of person before, right?
The easiest way to incorporate your prospects into your marketing message is to create content that reads more like a conversation and less like a corporate essay. When you use the words "you," "your" and "you're," you tell prospects your content is written specifically for them.
Keep in mind the following study the next time you create content:
In an effort to determine what transforms unresponsive shoppers into enthusiastic buyers, researchers in the psychology department at Yale University studied consumers' reactions to certain words in advertisements. The results were compiled to create the 12 most persuasive words.
So what was the top word?
You. (In case you're interested, here are the others: money, save, new, results, health, easy, safety, love, discovery, proven and guarantee.)
Furthermore, "you" was listed as the most persuasive word in every marketing study performed by the researchers.
So don't wait to do this exercise. As you now know, "you" is a vital component to your marketing message.
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