This article is originally published on Democrat & Chronicle, a USA Today network
I got an email last week and I was pissed:
WTF?! (Of course, it’s tagged “Stupid” by me...)
First off, I am not data illiterate. If you’ve been reading my blogs, you’d know I am the exact opposite.
Second, no one EVER wakes up one day and says to himself “Today, I want to be data literate!” even if he can’t add two numbers together without a calculator.
Last month, I was being pitched by 8+ business owners and gave them feedback on how they could improve their pitch and get everyone's attention.
Their reaction “Your version IS so much better!”
What’s interesting is that: It’s the same person, same business, all I did was change some of the words and the results changed dramatically.
Here’s a video that demonstrates my point beautifully:
The right words CAN get you customers!
You can always test to see what words resonate with your prospects.
Even if the main message is the same, the responses change dramatically based on the words you use.
Consider the “Being data literate” example.
Let’s say that you’re an Excel expert. You want to send out an email to your prospects to encourage them to sign up for your Excel training course.
Your prospect might be someone who doesn't have a strong data background.
“Become data literate” might be his end goal, but I guarantee you this will not be his motivation to take your course.
I mean, what kind of human being wakes up one day and says to himself “Today, I want to be data literate”?!
However, he might think “Gee, my boss just asked me yesterday ‘ If customer demand falls unexpectedly by 15%, would we still be profitable, given our new fixed cost structure?’ I don’t know how to answer that question. It’s embarrassing. How can come up with an answer? How do I do that?”
Now, if you can send him an email talking about how your Excel training course might save him from future embarrassments like that, you are likely to get yourself a customer.
Now, you may have two possible email subject lines to send this email:
You might be able to engage far more readers with Subject Line 2. Again, you should always be testing the responses.
Those words could make all the differences; the difference between:
The words you choose matter. The right ones can get more people to listen to what you have to say, or to click that “buy now” or “schedule a demo today” button.
If you want to know how to leverage words (be it words in your website content, your brochure, your direct mail piece, your email marketing, etc.) to increase conversions, I will talk about more in my email newsletter.
The best part: You don’t need to be good at writing or English to pull it off. (Hack, I only have about 4 years’ experience in English in total, there’s no way you’re worse than me)...You just need to put words in a way that connects with your audience.
You can sign up here.