They have good products and excellent service, but their communication is inefficient, so they are frustrated when their potential customers decide to go with the competition.
Successful salespeople recognize the importance of effective communication. They know that using the right words at the right time is crucial to close the sale successfully.
If you want to build more effective sales messages and speeches, we share 50 powerful words that work very well to attract and persuade customers.
But, before going with the words, it is important to clarify that the use of these must be consistent with your value proposition. It is useless to fill your customers with expectations if, in the end, you are going to deliver a poor product or service. This way, you will only subtract prestige and credibility from your business.
Now yes, let’s start!
Words that will help you increase the sales of your business
One of the keys to success in sales is building trust. The word “YOU” helps the customer feel much closer to the communication, so it works very well to strengthen the relationship between the brand or the seller and the customer. However, it is also important to keep in mind that some people may feel uncomfortable when the salesperson becomes too trusting from the beginning, so it is best to give the client space to feel comfortable. The interaction will flow positively until we can use a much more pleasant and close communication with him. The word “YOU” works very well in written media because it allows the message to catch the reader more easily.
2. The client’s name
Personalizing the message that we are communicating helps maximize the recipient’s interest. For example, if you send an email, the customer is much more likely to open it if they see their name in the message’s subject; personalizing emails is something very simple that can be done with various email marketing tools. Also, you can use the customer’s name in the middle of a sales conversation to get him to focus his attention on you.
We all like free things, which is why this word is powerful. However, it is a word that must be used with great caution if we do not want to end up burning money to attract avalanches of clients that, in the long term, do not leave us real value for the business. The word “FREE” is widely used to get the customer to enter a sales funnel and allow us to start a relationship with him. Also, it works great to close a sale; For example, if you have already captured the customer’s attention and offer them a free additional benefit for deciding to buy from you at that moment, your chances of success with that customer will be very high.
The human brain loves to learn, so if you propose to learn the “HOW” of something, you will be able to capture its attention. For example, messages such as: “How to improve your finances in 7 steps” or “How to triple your sales in 45 days” work very well to arouse the client’s interest and motivate him to take action.
If your product or service has a superior quality feature relevant to the customer, you can mention it in your commercial messages. For example, a message like: “the best view in the city” can work for a restaurant whose location allows you to enjoy a unique view that no other restaurant in the city has.
The word “MORE” is used to give strength to value proposals focused on specific magnitudes; for example: “bigger,” “closer,” “cheaper.” But, it can also be used in calls to action, referring to the fact that the client will obtain significant results; for example, “Get more customers for your business with this tool.”
Although the market is saturated with companies shouting offers and promotions, they are still very effective words to capture customers’ attention. But, if you are going to make an offer or promotion, these work much better as a loyalty tool, that is, to offer your most loyal customers exclusive benefits. Or, if you are going to make an offer as an attraction tool, make sure that it is very good so that it generates word of mouth, and you can sell complementary products to customers who are attracted by the offer. It’s all about strategy; offers without strategy are very expensive for your business.
Ease of use and implementation is a determining differential in several industries. Customers don’t want to complicate their lives, so create simple and effective solutions, and be sure to communicate that ease with a strong message. For example, in sectors such as home products or technology products for adults, customers will always opt for products that are easy to use.
Human beings love mystery, and the word “DISCOVER” is perfect to open the way to mention those features or benefits of our product that can surprise even the most skeptical customer. For example, “discover the most comfortable and safest car on the market, with x features that will allow you to enjoy pleasant and worry-free trips, in the company of those you love.”
Clients want to obtain the best result with the least possible effort, that is, they want effectiveness. Offering value propositions focused on effectiveness is especially attractive to professional and business clients, as they are constantly looking for ways to optimize their productivity.
Security is essential in sectors such as finance, however, whatever your business, guaranteeing customer security is a very attractive element. In addition, security can be very well complemented by other attributes such as efficiency and practicality; for example, online payment platforms use value propositions such as “the easiest, fastest and safest way to send and receive money online.”
Today’s customers want much more than a good product; they want to live complete experiences before, during, and after the consumption of products and services. You have probably seen that some restaurants, hotels, and shopping centers have taken their services to a new level by implementing significant experiences through colors, smells, flavors, and sensations that remain in the minds and hearts of customers. If you can create a memorable experience and communicate it attractively, you have a very powerful differential.
We usually associate the word “NEW” with concepts such as innovation and development. We love to see new concepts and new products. This word works especially well in brand rejuvenation strategies or to communicate features added to our product to improve its performance.
Products associated with “PREMIUM” concepts are perceived as more valuable and superior quality. In addition, having Premium product lines allows us to reach customers with high purchasing power. But, avoid using this word in products with very basic features because you will only weaken the concept and waste the possibility of building high-value products.
No one wants to miss out on opportunities that come their way, so using this word appeals to a sense of scarcity and persuades the customer to make an early decision.
We love feeling special and being offered exclusive services. This word seeks to persuade the client through the ego, showing him that he is not just one more, but that he is someone valuable to our company and, therefore, deserves special treatment. You can use the concept of exclusivity to invite your customers to relevant events and product presentations or to offer them discounts and benefits by rewarding their loyalty. Also, it can be used to refer to special product lines.
Also appealing to the feeling of scarcity, using the word limited makes the customer feel that they must make the purchase quickly. You can use it in phrases like: “for a limited time” or “limited quantities.”
18. Risk Free
Including satisfaction guarantees and return policies in your value proposition makes the customer dissipate those fears that may prevent him from buying from you. The less risk your client feels when buying, the greater the possibility of making the sale.
19. Right now
Sometimes we do a very good job capturing the customer’s attention, but we have a hard time persuading them to take action. Phrases like “right now,” “right now,” or “right now” work very well to give the final stitch and lead the customer to carry out specific actions such as calling, clicking on a button, or placing an order.
20. No strings attached
Some customers often put up barriers before the seller to avoid going through the pain of saying no later. A great way to break down these barriers is to emphasize that you can ask questions or try the product without obligation, this will make you more receptive and allow the seller to make their case.
We tend to trust products and services more when reference people recommend them. For example, toothpaste brands use a lot of commercials such as “the most recommended cream by dentists.” Also, this word can be used in more personalized strategies, such as giving customers benefits if they recommend us to their friends and acquaintances, thus generating referral marketing.
Efficiency is one of the services features most appreciated by customers. We want things now, immediately. We don’t want to wait. If you can significantly reduce the time it takes for the customer to wait to get the product in their hands or solve their problem, you have a very powerful and attractive feature.
In essence, we all purchase products and services expecting concrete results. Understand what that results in your client is looking for and focus your communication strategy on it. For example, some fitness product brands use phrases like “results from the first week.” It is a very effective way of communicating your value proposition.
We all want to win; It is part of human nature. What can you offer your customers to feel like they are getting something for buying from you? Turn the benefits of your product into a kind of trophy; for example: “gain more time and freedom” or “gain more peace of mind.” Also, the word can be used more directly so that the customer gets rewards for buying from it; for example: “earn x points for your purchases this month” or “with your purchases during this month you can earn x prize.”
Various experiments have shown that one of the main reasons customers abandon a purchase is the appearance of unexpected costs at the time of payment; for example, when you are ready to make the payment, you realize that you must assume an additional cost for the shipment. A good strategy is to offer free shipping from a certain volume of purchases, thus increasing the conversion level of your business model and the average income per customer. Other benefits that the customer appreciates receiving at no cost are installing the product and after-sales technical support. The important thing is to be very clear about your costs so that this strategy does not affect your business’s profitability.
The word “SECRET” is a powerful trigger for human curiosity. We love delving into the mysterious and discovering hidden secrets. This word works very well if you build a whole concept of mystery around your product, for example, launching a product line with a secret flavor or a secret surprise.
We are seduced by what goes beyond our expectations. The word “AWESOME” is ideal for communicating exceptional features and benefits. For example, you can use phrases like: “you will find this amazing, but this product is capable of x functionality”; or “the way this product performs x functionality is just amazing.”
The word “ENJOY” is an invitation for the customer to dream about the product or service that we are offering. This word helps the customer mentally create an imaginary scenario in which he is interacting with the product. For example, sectors such as hotels, travel, and restaurants, use this word in phrases like: “enjoy the vacations you deserve” or “enjoy delicious international food dishes.”
Clients don’t want to improvise; they want validated solutions. The word “PROVEN” appeals to that need we have to know that we are making the right decision. We rely more on products that guarantee us proven results. For example, phrases such as “proven method” or “proven strategies” are widely used in sectors such as health or education. However, it is worth noting that you use this concept cautiously since it is very delicate to offer proven results without having the respective validation.
The word “SAVINGS” is interpreted by the human mind as the stop loss, and there are three things that we do not like to lose: time, energy, and money. Products and services focused on allowing the customer to save time, effort, and money achieve high levels of recurring sales, as they help the customer easily enter a comfort zone.
The word “GUARANTEE” works as a mental shortcut that comforts our brain, making it feel more secure and confident when buying. This concept can be used in two ways: mentioning that the product results are guaranteed or adding guarantee policies in case, the client has later problems with the product.
There are various trends that have driven the consumption of healthy, sustainable, and ecological products, so adapting your value proposition to these trends will help you win the preference of customers who make so-called “conscious purchases.” But, it is not enough to simply put the word “HEALTHY” or “SUSTAINABLE” everywhere; make sure you offer products that are aligned with these concepts.
Clients generally don’t want more than one method or solution; they want “THE” solution or “THE” method. These articles allow you to strengthen your value proposition and help the customer make their decision more easily. For example, simply saying “5 steps to achieve x objective” is not the same as saying “The 5 steps to achieve x objective”. In the second sentence, the message is much more persuasive.
The word “YES” can be used in various communication strategies. For example, some salespeople use the technique of asking multiple questions such as “Would you like…?” whose answer is generally a “YES,” so that the client appears much more positive and receptive during the communication. Also, the “SI” can be used to communicate benefits; For example, you can use phrases like: “If you want to save time and money, then you need this product.”
Although it is a negative word, it has tremendous power to reaffirm an idea. For example, “Thanks to this product, you will never have to worry about x thing again.”
This word is often used in calls to action; for example: “remember to download your free PDF from the button below.” But, it is also used to close sales by generating a sense of urgency; for example: “remember that this benefit will only be available until tomorrow afternoon.”
Through the sales pitch, it is important to take the customer from the rational to the emotional, and the word “IMAGINE” is very effective in evoking significant emotions. For example, sectors such as travel go to great lengths to make customers imagine that they are enjoying that dream place with their partner or family.
This is another word that seeks to create a sense of urgency, which is why it is often used in calls to action and close sales. For example, in lead capture form buttons, you can use phrases like: “Send me my PDF immediately.”
Sensory marketing has proven to be very effective, so make sure to include the invitation for the customer to interact with the product in your commercial communication.
40. Why/What for
Every purchase has a why and a why behind it. If you understand your customers’ motivations, you can contextualize them through questions based on the benefits that your product offers. For example, suppose you sell cars, and you have a customer looking for a family car, you can use questions like: “Do you know why this family car is the best-selling car in this country?… because it includes x benefit that makes it very comfortable and safe.”
The objective of this word is to connect the product with the customer so that he feels that it is already his; therefore, it is widely used at the time of closing the sale. For example: “This car can be yours today, you have to fill out these documents, and we will take care of the rest. “
It is a word that generates a perception of strength to be used in value propositions related to effort. For example, some detergents use phrases such as: “New formula, more powerful,” seeking to convey that the product has special characteristics to remove dirt from our clothes easily.
The “ORIGINAL” is perceived as synonymous with quality, so this word works very well in high-value products. Also, these words can be used for products with a long tradition; for example, they are used in slogans such as: “the original recipe.”
44. You will achieve
We all buy products and services expecting to solve specific problems, so it works very well to explain to the customer how you can help them through your value proposition. For example: “With this course, you will achieve x objective.” The proposed achievement must be very specific and attractive.
45. It will help
It fulfills a function similar to the previous word. It is often used in customer attraction strategies. You can also use it with variations such as “I WILL HELP YOU,” seeking to humanize the value proposition to make it closer to the customer and that he perceives greater commitment on your part. For example, “I will help you achieve x goal with my service.”
We love gifts. Including items of value as a gift helps attract customers or close sales. For example, “Take this product today, and I’ll give you x benefit.”
The word itself is very telling. Customers want solutions, so communicate what problem you want to solve and what solution you propose. For example: “Stop suffering from x problem; this solution allows you to achieve your goal without complications.”
48. I understand
Empathy is one of the most important characteristics of any salesperson, and this word is perfect for conveying that empathy. “I UNDERSTAND” works very well to respond to customer objections; for example: “I understand that it may seem expensive, but I can propose this solution.” Also, it can be used to create imaginary scenarios in which the client feels identified; For example: “I understand that sometimes you can leave work tired, that’s why I want to offer you this product.”
49. Did you know that…?
This phrase helps arouse the customer’s curiosity. The brain loves to learn, so saying “Did you know…?” will make it more receptive to what you are going to tell it, then you can mention some outstanding feature of the product you are offering; For example: “Did you know that this car is the most efficient on the market, allowing you to travel more kilometers with less fuel consumption than any other?”.
50. Let me tell you a story…
Human beings love stories. We grew up hearing all kinds of stories, so a good story has the power to inspire, educate, and persuade us. When you say to the client: “Let me tell you a story…”, you manage to focus all their attention on you, so make sure you have in your repertoire very good stories related to experiences of past clients or about things that have happened to you and that can influence the sale. Stories also help empathize and build trust between seller and buyer; For example, if you see that the client is a father and you are too, you can start the conversation with a story related to that common ground. The more the customer identifies with the story, the more effective it will be.
In conclusion, the words you use have tremendous power. Start little by little to optimize your speeches and messages to be much more persuasive.