It doesn’t take many words to invoke emotion.
“I love you.”
“You’re right.”
“I’m sorry.”
“Screw you.”
“Shhh”
If you find yourself using a lot of words for the details on your packaging, your “about” page or your FB statuses and responses, then it’s likely you’re working to reason with the target.
Perhaps, like many, you believe if she could just see the facts, that the fine points would be enough to convince her to buy your product.
Sadly, while that’s the case for a few in this world, it’s not the case for all of your target, especially as you continue to develop a better product and build a tribe.
Using the right words, words that resonate, not just persuade (and with that, using fewer words) begins by answering a couple of questions:
1) How does she feel before she uses your product or service?
2) How does she want to feel after using it?
In other words, why is she considering you in the first place? The answer to this is not the solution you offer. The answer to this is the emotional shift she is willing to pay money to make. What is that emotional shift from and to?
When we understand our targets ambition and predilection, then we can begin to use language that evokes the desired emotion.
Then we can finally quit rambling, using thesaurus for more descriptive and detailed words, and trying to persuade with paragraphs when all it takes is a few right words.
Stay Positive & Words Matter, Fewer Words Matter Most
Photo credit
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