Let's talk about words and their power of persuasion . It will no longer come as a surprise to you to know that words beyond their meaning can awaken emotions in readers.
In this way we can load our products or customers' actions (or lack of action) with greater meaning. You may remember the classic MediaMarkt slogan:
MediaMarkt example
I'm not stupid
This adds connotations and evaluations to the act of buying. If you buy at MediaMarkt , you are smart, if not, maybe not.
Does that affect the purchasing decision?
Yes, because one of the things we worry about most when making a vietnam whatsapp number database purchase is making a mistake. Avoiding losing money is one of the main objectives of any purchase.
Avoid buying something that does not solve our problem.
Here is an example of one of the popups we use at Mailrelay. First, look at this sentence:
Mailrelay popup example
Why pay when you can send your mailings for free ?
This is an interesting sales pitch, but it doesn't have much power. However, notice how a small change can make a big difference:
Modified Mailrelay popup example
Paying to send mailings, when you can do it for free with Mailrelay. Does that seem reasonable to you?
Much more interesting, although it seems like the same message, the last part gives it greater force thanks to the connotations of the word "reasonable . "
After all, who acts unreasonably on purpose? This phrase makes the client stop and evaluate their actions and consider whether they are within reason or not.
This short phrase, in a popup on the blog, has generated 2,781 conversions . Effective without much room for doubt.
You know what the best part is?
You can associate words with seemingly unrelated terms to “load” them with new meanings.
Meanings that your customers value and that, at first, are not related to your products.
For example, what values do you associate with a chest of drawers? I'm sure it's not something you usually think about, and if you do, at most it will be things like:
· Durability
· Robustness
· Design
Things like that. Now look at what IKEA is doing :
IKEA example
Chests of drawers, great allies for mental balance
Mental balance? What does a chest of drawers have to do with mental balance? In principle, nothing, but if you relate it to order, tranquility, space. Here there is more of a relationship, and that chest of drawers that is nothing more than a common piece of furniture suddenly has a much greater and more important use.
IKEA makes some more interesting partnerships:
· Your kitchen, a place of family unity
· Your food, much more visible, guaranteed savings!
· The bathroom, a haven of calm and self-care
· Order is synonymous with happiness
· The bedroom, “the warrior’s rest”
They are just words but their connotations add value to the products
In this way, not only is product differentiation achieved, but we can also target higher-value needs for customers. If you need inspiration, here are some copy templates for your emails.
Needs for which they are surely willing to pay more.
The best thing of all is that you don't need to memorize endless lists of words, but rather use the ones that you find most appropriate or that interest you.
Let me give you another example, which at first seems strange:
Another example from Mailrelay
Sometimes all you need is to send a few thousand emails
Sign up.
You can send up to 80,000 emails per month for free, every month
This short text does not seem very effective, and yet it is. The reason is that this “sometimes” is very useful. This reduces the options and causes of the problem, reducing the solution to using the proposal we offer. Here you can see the 7 principles of persuasion by Robert Cialdini.