Marketing experts study what makes us comfortable doing business with companies. As in marketing messages delivered to consumers, these ten powerful words used in marketing also tend to make us feel comfortable in life in general.
Words that evoke emotion are important for marketing teams to include in sales and marketing materials. According to a study conducted by CoxBLUE, the ten words in the graphic above are the most powerful words in the English language – and they are especially useful for marketers to use when trying to engage prospective customers.
These words are not only emotionally powerful for marketers in their attempts to appeal to prospective customers, but they are emotionally powerful in general. These words – and what they represent – elicit feelings of comfort: love, safety, new, you, save, proven, health, guarantee, discover, and results. Don’t we all want health and love, discoveries and proven results, guarantees and safety in our everyday lives?
BLUE reported that 31% of advertisers reported significant increases in profitability as a result of using emotional advertising and marketing campaigns, compared to 16% who said they saw significant profit gains from marketing campaigns that relied on statistics and rationale.
Some of the most powerful emotions that BLUE discovered marketers tap into to inspire prospective clients to buy include fear, guilt, doubt, leadership, competition and instant gratification. No doubt, clients’ response mechanisms to the messages delivered by different marketers will vary by products and services offered, length of the buying cycle, cost, number of buying decision-makers and influcers involved and the like. The primary take-away from BLUE’s research is that sales and marketing teams need to change their pitches from boring, statistical and fact-based presentations to presentations that entice and engage prospects by tapping into their emotions.