Mastery Words That Sell
By Gerry Foster

Copyright 2003 by Gerry Foster

The challenge for many service providers is certainly that of getting the favorable attention of a prospect and creating desire for what you have to offer. One of the greatest tools used by mastery marketers are words within your marketing copy, proposals and sales presentations. Words are powerful, moving, captivating, and intriguing. They are the secret weapons of any copywriter.

But how do you know what words to use? More importantly, which words should you avoid?

I remember when gel shaving creams first came out, and men couldn't understand why they should use them. The consumer was not given a good reason why the gel was better than the traditional foam type of lather. The product didn't sell very well at first. Then manufacturers like Gillette and S.C. Johnson & Son started to advertise that the gel contained a blend of extra lubricants and moisturizers to protect you from painful nicks and cuts. Further, that the gel conditioned your face while you shaved for the most comfortable shave ever.

Now the product made sense.

I've read countless numbers of brochures, flyers, ads, fact sheets, proposals, letters and flyers for products and services that don't make sense (neither do a lot of websites I've looked at or sales presentations I've listened to). The biggest problem for service providers, in particular, is that they really don't say anything.

They don't say anything unique that would make anyone want to hire them … there's no reason to buy!

Offering basically the same service, for basically the same price, and basically saying the same stuff your competition says is not the way to differentiate your business and get people to hire you. You must use mastery words that have the greatest impact when marketing and selling your services.

Now, I realize that you probably are not a professional copywriter. I don't expect you to come up with headlines, and slogans, and opening statements or provocative questions that grab prospects and make them take notice of you. However, I do expect you to know how to communicate in a way that appeals to your target audience.

So, here's what I'd like you to do.

Right now. Grab some of your marketing materials (brochures, letters, flyers, ads, etc.) and/or go to your website (if you have one). Next, read your Statement of Mastery (SOM), then look at each and every sentence, blurb, and bullet point in your materials or on your site and ask if it helps promote that statement. If it doesn't, take the line out.

(PLEASE NOTE: If you do not have a Statement of Mastery, be sure to read my article entitled, Outshine, Outrank, Outclass Your Competition. You will find this article on my website at masterymarketing.com).

Then, I want you to look at the words you're using. Are you communicating in a language that only a mere few mortals will fully understand? If so, cut out all the technical jargon and mumbo-jumbo.

And are you providing a laundry list of reasons as to why someone should use your services? A challenge among most service providers is a tendency to tell people about everything you do and everything you are that makes you special. Which, on the surface, may appear to be a totally logical thing to do. You want to tell folks about your technical skills, your expertise, your experience, your people, your programs, processes, and procedures, your commitment to excellent customer service, your values, and on and on.

The more you tell, the more you sell.

Right?

Wrong.

In an over-communicated society where we are exposed to hundreds of advertising messages a week, you must communicate quickly, clearly and effectively what makes your service unique. That's all. Reinforce and strengthen your SOM. It only confuses people when you do not, and it will detract from the superiority you wish to convey.

Use Emotional Appeal

Besides, to your prospects, the enormous appeal of your services is emotion-based, not logic-based. Take a look at TV commercials, for instance. There's a lot we can learn from them. Budweiser beer is bought not so much for the way it tastes (logic appeal) but because it promises you good times with your friends at the local tavern, or on the camping trip, or at the beach (emotional appeal).

Wisk laundry detergent is bought so people can avoid embarrassing "ring around the collar." And the Reach toothbrush gives you the confidence that you are doing your best to keep your teeth cleaner and healthier.

Have you ever stopped to think about how these types of motivations also apply to a service business?

Well, if you were to speak with buyers of business, technical, and professional services, you'll see that they are not immune to emotional appeals. Executives in the corporate world often use outside services because of fear or guilt. A consultant, for example, may be hired to reduce exposure to risk, resolve conflicts, improve key employee retention, and otherwise help the executive have steady future growth. This unique value is the payoff for the client.

And in the consumer market, life insurance companies tell you that you must protect and provide for your family, in case "something bad happens to you."

Now, that's emotional!

Then, you bring in all the logic stuff.

Let's go back to the consultant. His next step is to establish his credibility by giving the executive the reason-why he should believe his promise of unique value. Specifically, he can anchor the believability of his promise by explaining his superior problem-solving process and providing client testimonials, success stories, references, track records, guarantees, or whatever, to show that he is legit.

Are you with me?

The service provider that likes to toot his or her own horn is going to have a tough time "closing" a sale because buying decisions are made from our deepest emotions in our heart. Prospects have to trust you first, and then they want reassurance - a chance to rationalize - that they're making a wise decision to hire you. You're risking a sale if you do it the other way around.

Always remember. First, make an emotional connection, and then, provide a rational or logical explanation as to why you can be trusted.

But, my friend, you've got to use MASTERY WORDS for all this to happen.

Here are five tips for Mastery Marketing® communications:

Use Power Words
These are words that convey the strength of your promise and positively impact the prospect. Some high-impact words are "explosive," "dynamic," "electric," "solves," "discovery," "masterful," "guaranteed," "proven," "compelling," "riveting," "mesmerizing," "now," "you," "easy," "money," "free," "safety," "love," "health," "announcing," "stunning," "vibrant," results," "yes," "fast," "fun," "why," "saves," knocks your socks off," "energy," "alternative," "comfortable," "sale," "strong," "practical," dependable," "stands up to …", "lasts a lifetime," built to last," "security," "high-impact," "will never let you down," "rigorous standards," "we don't cut corners," sound," "trusted," "unswerving," "blessed," "blessing," and "faithful to …"

These are just a handful to choose from. There are plenty more where these came from. You'll have to select the words that fit your service and situation.

Use Picture Words
Mark Twain once said, "Numbers don't stick to your mind; pictures do." As often as you can, use words, phrases, metaphors, analogies and anecdotes that help people easily understand your message.

How? First, find the inherent drama within what you are offering. For example, men do not buy clothes; men buy clothes to be attractive, draw admiring remarks; or to be comfortable; women buy perfume to attract others, feel sexier, or for social status. Coffee drinkers do not flock to Starbuck's just to get a bolder, more robust tasting coffee. They see coffee time at Starbuck's as a true social time … what they are seeking is "coffee entertainment."

As the late, great salesman Elmer Wheeler said, "Sell the sizzle, not the steak." People are not buying steak; they are buying a pleasurable experience, and the sizzle coveys that promise of joy.

Next, translate that inherent drama into a picture. For example, let's say you're a landscape contractor trying to market landscape installation to homeowners, and your copy is laced with phrases such as, "we offer the best landscaping and finest service unmatched in the county." A prospect is going to have a hard time easily visualizing and understanding the value of your services. Instead, say something like, "our projects are one of a kind in both scale and design - breathtaking fountains, spectacular swimming pools, and winding garden paths with wondrous lighting."

Or, instead of a contractor saying he "installs retractable patio and window awnings for outdoor relaxation, entertaining, and cool shade in seconds," how about telling the homeowner that he installs, "unsurpassed awnings for the most discriminating people … the ultimate in stunning design ... so you can bask in the shade as you experience tranquility."

See the difference.

Avoid Empty Overstatements
When you make a promise or a claim, don't sound like every other "Joe Smo" in your industry. Always ask yourself, "Am I saying anything different?"

For example, I have in front of me a brochure for a local architectural firm. I happen to know that they do incredible, masterful work. Yet, the copy reads like plain vanilla: "We are a full service architectural, planning and design firm that is dedicated to the art of architecture and committed to professional service and design excellence. We program space requirements … we can economically enhance your image … we offer the latest technology in design and construction methodology …blah, blah, blah. " And then they list their clients and "full compliment of architectural and interior services." Yikes!!

The architects must ask themselves: "Are we saying anything different?"

I seriously doubt it.

Another brochure I have is for a woman who owns an event-planning firm. The copy states that they promise to "relieve you of all the headaches and anxiety that go into putting on a successful event … we assure delivery of an original, creative and outstanding event ... we handle all the countless time-consuming details to assure that everything goes to plan ... and so on."

One small problem: So could any other event-planning firm. Yikes!!

Where's the advantage? How are either they different from or superior to their competition? You will not give prospects a compelling reason to favor your business over your competitors if you say the same things they are saying.

Avoid Old Standards
Avoid industry buzzwords, and trite, overused, flat words like "quality" or "best" that sort of just lay there. Instead, use words that spark the imagination and strike a chord, pinch a nerve, or hit a bruise.

Instead of saying "makes you money," say "profit from …", "cash in on …", "build your nest egg," "rack up profits," "money in the bank," "a wise investment," protect your investment," "growth potential," and so on.

Instead of saying "we provide great service," say "we deliver …", "sound advice on how to …", "we do it all for you," "the solution to your …", "your _____ gets top-priority treatment," "At _____, we do all that and more," "guides you every step of the way," "we make it easier for you to …", and so on.

Instead of saying "we're experienced," say "we're the ones who …", "we had the foresight to …", "we've shaped the growth of …", "_____ is our specialty," "a crack team of …", "pioneers in …", "mastery of …", "we invented …", "veterans," "gifted," "masters at …", "capable," "top-flight," "craftsmanship," and so on.

Instead of saying "save money," say "extra value," "your money's worth," "packed full of value," "easy on your pocketbook," "affordable," "a modest investment," "cost-efficient," "eliminates costly _____," "pays for itself," "fits your budget," "Finally, a _____ you can afford," and so on.

I could share many more examples. I'm sure you get my drift. It's your job to use words that force the issue and demand a response.

And, oh, let's not forget this Hall of Fame blooper: never tell people what they already know.

For instance, a CPA once sent me a flyer stating, "We do tax preparation and tax planning." My response: "Oooooooookay, that's what a CPA is supposed to do. Tell me something I didn't know."

Or how about this one from a local handyman: "I paint and put up wallpaper, I build sun decks and patios. And I also do masonry and electrical work." Again, my response is "Oooooooooookay, that's what a handyman is supposed to do. Tell me something I didn't know."

These "me too" statements are like the plumber telling you he can do your plumbing, or the answering service saying they will answer your calls, or the auto mechanic telling you he will fix your car, or the cleaning people saying they will clean your house. And a whole lot more. Yikes!!

Listen, I'm not trying to be a smart aleck. But these types of "me too" claims are ridiculous! Yet, flyers, letters, brochures, proposals, sales presentations … you name it … are loaded with them.

Avoid the "Clutter Factor"
To motivate a prospect and land a sale, your promises and claims must stand out. Headlines and opening statements should be to the point. Use odd, non-rounded numbers instead of even or rounded numbers (it makes your claim more believable). Write in "you," "your," and "you," vernacular and not "I," "we," "us," or "our." Use power and picture words. Incorporate before-and-after success stories into your text and verbiage, too.

In conclusion, my advice is that you hire an outside professional copywriter (like myself - smile) to write or rewrite all of your marketing pieces (flyers, letters, brochure, website, etc.). Be sure to incorporate my recommendations. Not only will you see a big improvement in how prospects perceive you and respond to what you offer, you will "close" a lot more sales.

Please contact me directly by phone at 949.499.1174 or by email at gerry@masterymarketing.com if you would like to spice up and add impact to your marketing materials, web site, or other communication pieces.