(Barely) Marketing Monday: The Power of Positive Words in the Art of Persuasion

For this Marketing Monday post (hey, it may not be Monday anymore here in EST, but it still is in... Vancouver...), I was going to write an article on the difference between branding-advertising and call-to-action advertising, but after reading a great post over on Copyblogger this morning, I changed my mind and decided to put that one off until next week.

The Copyblogger post in question was a guest article by Willy Franzen of the blog One Day One Job, provocatively titled "How to increase your blog's subscription rate by 254%."

It's worth the read, but the basic gist of Franzen's thesis is that using the word "Subscribe" as a call to action on your blog actually discourages some readers from doing so, because they associate that word with old-media concepts of paid subscriptions. In his case study, he eliminated that word on his own site's buttons and saw his subscribership rocket. 

Now one commenter disputed Willy's Google Analytics graph and wondered whether the resulting growth was really 254%, but in the end that doesn't really matter to his argument. As Sonia Simone (of the great blog Remarkable Communication) responded a few comments later, "I’m not picking a stock here– the trend is what matters, and I buy Willy’s assertion that the trend is significant."

I couldn't agree more. And really, why wouldn't it work? The fact is, whether we like it or not, our minds always make mental associations between words and certain emotions. It's involuntary, it's somewhat inexplicable, but it's also undeniable. So while other factors like the placement of your buttons and ease of use are obviously important, too, Willy's is a new angle and a simple, actionable suggestion. Why not try it?

When I read the article, I had a kick-myself moment, and immediately resolved to remove the word Subscribe from my RSS button. I have already redone the graphic and will upload the new one tomorrow and keep you posted on whether this has any noticeable effect on subscriptions, but I don't doubt that it will help. 

In any case, this post and the discussion it reminded me of the broader subject of word associations, and how it relates to sales, marketing and any other art of persuasion, really.

What You Say and What They Hear (Is Different)

My first experiences with the power of word choice came when I was running my own painting company several years ago. At the time, a sales mentor of mine suggested that, when doing sales calls estimates, I should choose my words carefully and avoid certain expressions at all costs. 

Instead of "price", encourage the client to make the "investment", I was told. When asking for the sale, request that they simply "authorize the agreement" instead of "signing the contract."  You get the idea.

In hindsight, the logic is simple, and it's the same as that behind Willy's Subscriber-ban. When you say "price", people think about their wallet getting thinner, but when you say "investment", they picture their house appreciating in value. 

When you ask them "authorize an agreement," it evokes a feeling of mutual understanding, versus the words "sign" and "contract", which make one think of deals with the devil.

At first, though, I was skeptical that such semantic tweaks could have any real effect on my numbers. Nonetheless, you can't argue with results. And not only did my sales go through the roof, but I could actually see that the reactions of my prospective clients were noticeably warmer when presented with these "fuzzy words" rather than the colder alternatives.

How Can You Use Positive Words in Your Persuasive Pursuits?

The lesson here is fairly simple - whether you are writing web content, penning that perfect marketing piece, or preparing your next sales pitch, try to stay conscious not just of what you're saying, but also of how the words you use will make your audience feel.

This isn't about "spinning" or "twisting" your unique selling proposition, or lying about what you do, or misleading your prospects in any way. It is about acknowledging the power your words can wield in order to communicate those things, and choosing them wisely as a result.   

• You want someone to fill out your form (taxes)? Try promoting your questionnaire or quiz instead (Jeopardy!)
  
  


• You want someone to listen to your door-to-door pitch without slamming one in your face? Why not offer a free estimate or consult (I can afford free) instead of a discounted service (I don't want to be sold at my front door, at any price.) 
  
  


• You want people to stop mentally filtering out your blog's advertising blocks (I'm here to read, not buy)? Why do you think so many of the big blogs ask you to consider supporting their sponsors instead?

Yes, I know, all this talk of feelings may sound a little new-agey at first blush, and it might make the stiffest among you cringe, but the reality is that people won't do what you want them to do unless they feel like doing it. So if you make sure you're making them feel the right things, you just might find that they'll start to do the right things, too. 

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Do you have examples of how you use positive words to improve your sales, marketing and copywriting endeavours? If so, please share them in the comments!

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