English&

MarketingRik Bhattacharjee

Senior Project Management InternGregory Patrick Worldwide, Houston, USA

MBA, Indian Institute of Tourism & Travel Management (Tier I Institute, India)

English words re very necessary and its correct usage is more important when you are doing direct marketing.

The following powerful English words must be used in your next blogging, emails, website etc, where you will using English as your mode of communication

The basic underneath success of the marketing lies in the usage of right English word in right place and at right time. In general, all the English words must be focused on your clients and also it should address your customers need & the problem is solved!

Magic Words

• Likely / Most Likely: These words triggers the closeness and advantage of your product or service to your clients and target segment.• You / Free: Most of the population of the world looks for free stuffs and establish your product in a way that looks like free and in practice only a portion or segment is free. Here also the term “You” plays an important role. It is concentrating on the reader or the viewer of the advertisement or the promotion and the viewer can correlate themselves with the product.• Because: Try to focus the reason as well. Why should your customer will buy the product? Focus on the benefits rather on the features and briefly explain how they affect the consumer in a positive way.• Guaranteed: This word is very impressive and it will attract half the mass! When ever you are giving an assurance on your product or service, then it will attract more clients than usual, even in an impermeable market condition!• Amazing: Clients will immediately respond to some thing that is amazing or incredible!• Easy: Make your customers feel how easy the life will become when they use your product and make them realize by live events, if possible.• Discover: Generate a curiosity in your customer, which they will realize to find or to know the unknown and to see the unseen!• Never: Point out a negative benefit, like “never before”, “never worry again” etc• New: Always try be unique and new. In today’s world, nobody pays for the best rather pays for the new and unique products and services.• Save: This word plays a lot in today’s market. It triggers the momentary benefit of a customer and every time savings in the bank balance!

• Proven: Remind your customers that your products are tried, successful and true. Don’t ever try to prove any un-realistic product in the market.• Safe: Always focus on the safety of your product. Safety is always a priority what so ever the case may be.• Powerful: Let your customers feel that your business and products are robust and powerful and it also empowers you to be powerful.• Results: Your customers will look into for the results at the end of the day. Always go for the results orientation.• Secret: Let your customers to reveal the secret and the growing eagerness is a good marketing practice.• The: This is the end of all! You consider which sounds great to you, “The Success Story” or “Success Story”? “The” always give you an emphasis on a specific product that you are looking for.• Instant: Right now instant access is more welcoming than waiting! We always go in for instant access rather than for waiting access. Hence your product should have an instant X-factor!• Solution / How To: Always start with a solution so that your customers read the next part or continue reading.• Elite: Always consider your customers to be the elite among all in the world. Invite your customers to be the part of your loyalty program or similar things!• Caused By: Why should a potential customer will become a real customer? Let them feel the necessity of the purchase.• More: Do you offer more than your competitors? Highlight them.• 100% Money Back Guarantee: Again no risk• Huge: A great discount or an offer is difficult to resist.

YOUThere’s an often-cited study in the copywriting world about a piece of Yale research that

reveals “You” to be the #1 power word out of a supposed 12.

Despite the fact that the study likely never happened, some actual research have revealed

that power of invoking the self.

As it turns out, while people might like the word “you,” it is guaranteed that that they love

reading their own name much more.

According to recent research examining brain activation, few things light us up quite like

seeing our own names in print or on the screen. Our names are intrinsically tied to our self-

perception and make up a massive part of our identity. No surprise then, that we become

more engaged and even more trusting of a message in which our name appears.

FREETo test the power of the word “free” in relation to concrete value, the study first asked people to choose between a 1 cent Hershey Kiss or a 15 cent Lindt truffle (about half its actual value, generally considered a richer, superior chocolate).The results were as follows:Ariely revealed that when the price was reduced by one cent for both brands (meaning the Kiss was now free), people altered their choices drastically.With the new prices, here were the results:

The danger of free: As we’ve seen here, there is a certain inherent danger in trumpeting free things. Having something for free will attract more people. But that will most certainly include a fair share of “bargain hunters” who aren’t likely to turn into the superstar customers that really grow your business. Use free only when it makes sense, and only in the right context. Emphasizing the “freeness” of your free guides, courses, information, support, etc., can go a long way in attracting attention. On Sparring Mind, I emphasize the fact that my newsletter is “free to join,” because although most marketers understand this, many folks don’t quite understand what it means to subscribe. Conversely, you should use minimal pricing to keep out those barnacle customers who aren’t ideal long-term buyers, or who aren’t truly suited for your flagship offerings.

BECAUSEIn a study from the classic book Influence by Robert Cialdini, tests were conducted on requests

from a person in a hurry to use an in-office copy machine. The tests examined how different

requests might affect people’s willingness to allow this person to “cut” in line.

• Excuse me, I have 5 pages. May I use the Xerox machine?

In this scenario, around 60% of people allowed him to cut in line and use the machine first.

• I have 5 pages. May I use the Xerox machine, because I am in a rush?

Let’s break this down: Not only was the request only minimally changed, but the “because” (his

reason) was barely a reason at all! “Because I’m in a rush” wouldn’t stand up as a good excuse

for most of us, right? Isn’t a majority of the working world in a rush? Despite what we might like

to believe, around 94% of people allowed him to cut in line this time!

• Excuse me, I have 5 pages. May I use the Xerox machine because I have to make copies?

That went from having a barely passable reason to absolutely no reason at all for letting the man

cut. In spite of this, 93% of people let him cut on this third trial, only a 1% drop from when he

had a weak reason (“I’m in a rush”) and a 33% improvement vs. the first test.

INSTANTLYThe subject of delayed gratification is an important one among neuroscientists, as many famous studies showcase how being able to delay rewards to a later date is a skill needed to become successful. The reason this interests us as marketers it reveal an interesting aspect of human nature.

We want things yesterday! Several MRI studies have shown just how fired up our mid-brain gets when we envision instant rewards, and how it’s our frontal cortex that’s activated when it comes to waiting for something (that’s a no-no for sales). Words like “instant,” “immediately,” or even ”fast” are triggers for flipping the switch on that mid-brain activity. If you are in the business of selling web based software, you already have an advantage here: “instant access” isn’t a vague promise, it’s often the reality. For those in the physical products or services business, reminding customers that they will receive their product quickly (or someone will get in touch with them ASAP) can go a long way in being the gentle push they need to buy. We’ve seen how even “tightwad customers” can be swayed with these subtle changes in language to insinuate fast pain removal. It’s a reliable tactic for converting more prospects into customers as long as you follow the one golden rule. Always deliver on your promises. And, whenever possible, over deliver. This is an area where many business get too optimistic, and although it’s smart to emphasis these instant rewards, it’s also always a good idea to under-promise and over-deliver, so be sure you can actually follow through on your promises or you may end up with a “tribe” that hates your guts.

NEWAccording neuro-imaging research, we actually respond more favorably to recognized brands,

and can have a hefty amount of disdain for any drastic changes. On the other hand, it’s long been

known that novelty plays an incredibly important role in activating our brain’s reward

center and in keeping us content with our products.

“Newness” is important to products, especially because research has shown that they

age far more quickly than “experiential” purchases.

The important things to consider here are which parts of your business generate trust,

and which parts generate utility. It’s your brand that creates trust, and as the saying goes, if it

ain’t broke, don’t fix it. Your products however are what customers get utility out of, and

stagnant offerings are your first class ticket to an abysmally bored user base. Your core brand

elements like your unique selling proposition, your dazzling customer service and your quality

offering in the marketplace should be approached with excessive caution if things are going well.

With your products, it’s far easier to excite customers with new features and polish. Even if

things don’t work out perfectly, a majority of customers will appreciate innovation attempts over

no progression at all (unless you pull a Digg v4 and ruin everything in one fell swoop). New

fixes to old problems, new features and improvements, a fresh new design, or even new ways of

getting your message out there (Red Bull anyone?) are all essential for keeping your customers

“on their toes,” without losing the trust that has cemented you as an awesome brand in their

mind.

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