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Words That Stick 

By Ann Barr 

If you have been paying attention to the U.S. Presidential primary campaigns, you have heard all sorts of words being hurled back and forth among the candidates.   

“Change” and “Experience” are two words that have stuck.  A few of the other words that were tried out in speeches and television advertising have not lasted.  Some of the words are effective and make a difference; other words have no effect whatsoever - or they have a negative effect. 

Test Marketing

In the business world this is referred to as test marketing.  The words that stick will be seen and heard over and over again because they have been found to be successful. 

There is an old saying in advertising:  “Let’s throw it up against the wall and see what sticks.” 

Words that Do Not Work 

It is surprising how many telephone marketing reps use an opening statement beginning with the word “I,” as in “I want to tell you about my products (or company).”  The reason this turns off prospects is because they don’t care what you want; they only care about what they get.  The WIIFM syndrome (What’s In It For Me).  The more often you can substitute “you” for “I,” the more successful your telephone call or direct-mail campaign will be.

Scientific Proof   

Fortunately, for those of us involved in marketing, millions of dollars have already been spent testing words.  Marketing research has discovered which words consumers respond to most favorably.  The words that are most effective and that get the best response are called Positive Power Words.  These are specific words that have been scientifically proven to be profitable in business.  Whether these words are written or spoken, they have enormous power. 

You can use these words to get attention in telephone calls, direct-mail marketing, faxes and e-mails.

Seven Positive Power Words 

   *   Program.   Example:  “This new HP Laser Reward Program will work perfectly for your new printers.”  (“Reward” is another positive power word.) 

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