How words can get your business more money

When people want more sales, more money, and more profit, the last thing they think about, or at least a lot of them, is using the right words, the perfect words, the words that hit the nail in the situation they are in to get more sales or to drive in more traffic.

People who know the impact of words, entrepreneurs that understand the importance of good communication with their buyers and possible prospects, they know what words can do and how words help shape all the interaction we have between a buyer and a seller, words are more than just letters, they are the building block for a bridge of communication that will convince the buyer that you have a real value, a value worth paying for, without words there will be always a gap between what a seller has to offer and a buyer getting convinced of what he needs, yes all of this is done through words, letters on a paper, so let's dive deep in how can words make or break your next deals.

Advertising is a solid block of any business or company, millions of dollars are poured into it, just to get more sales, more traffic, and a higher profit margin. A big part of that advertising is done with just words, but not any words, the right words.

Words with no human behavior knowledge lack their true impact. To get the full potential of words, you need to understand how we think as humans when we want to buy something, what words to use, and when to use them. Every detail can impact the result you want, even the shape of words, how the letters look, or what we know as typography.

Using writing as a selling tool is not something new. It's been done for a long time now. We have copywriters everywhere, Email copywriting, content writing, script writing—all types of writing. Some people even create new names for new specific niches, but the sad reality is that most of them just blindly follow some structure or a method set by people before them or gurus online just because it worked for them, and hey , who can blame them if it gets the job done that’s fair play, but the true potential of words can only be unlocked if It's paired with understanding the human behavior, specially as a consumer.

How feelings impact every buying decision, how our minds trick us or sometimes use them against us to make us see a value as something it's not. Of course, words, like anything else, can be used in a bad or a good way. So let's focus on the good side of it. The more you understand how it's used in a good way, the more good news for you.

So, we talked a lot here. Let's give examples of how words paired with proper human behavior and understanding can be used to sell. Let's understand more :

Let’s say that, for example, the business is selling comfortable chairs, and let's go and niche down more and say it's a special chair for a certain medical condition. Now, of course, before writing anything about your ideal prospect, there is a research phase where you will pass by many steps, like market and product research. All those steps will help you understand your ideal prospect's state of mind, awearness level and how they can be convinced of the value that you provide.

A good use of words, for our example, is to pick words that plant the idea of comfort in the mind of your prospect and avoid any word that may give him the feeling that this chair will be a bad experience. You want your prospect to feel how comfortable is sitting on the chair, you are selling just by him reading the words your writing, you want to give him a vivid imagination of comfort through the words but in the same time you don't want to use any word that may lead him to remember any bad experience he had before with a similar chair unless its used to prove a counter exmaple point for your own chair, you want to tell him a story, take him in a trip from the first touch where he put he's hand on that chair to the last second of him sitting and feeling the comfort and the relaxation in all his body as he calmly let down all he's muscles giving him a feeling that he is hugged with chair, with just words you want to trigger anything that will make him feel the comfort, you want him to experience everything before he buys that chair, and all of this must be done with just words.

Going through a detailed example is not in the scope of this article, but don't be afraid. Through a series of articles. We will go more into detail about how each emotion is used in words, about each technique of writing, and how you can use the best for you.

The right words will paint the right picture in your mind, and that's what you really want, but the wrong words will fireback, and not only hold your protection from buying your product, but may also lead him to think that it will never be the value that he is searching for, and trust me, It's hard to paint a good picture in your prospect's mind once it's occupied by a bad one and tainted with a wrong image. Use your first chance wiesly, pick the best words, and paint the best image.

How words are used in modern day advertising :

Using words to tell facts is not enough, words need to convince :

A lot of people may think why not just lay down the facts of the value that I provide through my product, if I have a robot that cleans the house, why not just use simple words and lay down every feature and every aspect of how my robot can make your house cleaner, well that's good, facts are good, but humans are emotional beings, we don't need only facts we need to be convinced and simply putting out the facts will not do it unless you are proving a mathematical formula it just won’t do it, you need more than that, you need to convince.

Whether we accept it or not, like it or hate it, most of the buying operation that happens are based on emotional factors more than logical onse, that does not mean that there is no logic behind someone buying something, the key here is the extra push that lead him to buy and make the decision, that was driven by emotion, you would be surprised how emotions can be used to convince people, fear, happiness, hope, even ego all these mind states and emotions can and are used to convince people to buy thing, they are even used on you, on me, on everyone and sometimes in a very complex way that we do not even pay attention to it.

Using emotions in words, is it not just human manipulation at this point ?

Well, yes and in the same time no, you see when you have a value that you provide through your product, as we said before laying down the facts only will not cut it, you need to convince the prospect that this is the value he needs so he can make that decision of buying your product, and for that you use words and emotion to make him reach that state.

All that said words as any other tool in the world it can be used in a bad way, it can be used to manipulate people and tricking them into believing that they are getting a fake value that the product does not provide nor even get close to it, the ethical meter here is what you are really selling, is the value you're trying to convince your prospect really exist through your product and its reflected once he does the purchase, are you painting an image that he will get once he buys your product or are you just selling the image in he's had while the product will fell short of all he's expectation.

The tiny, thin edge between bad human manipulation and convincing is in the hands of the seller, in your hands, it's up to you as a seller to decide if what you are doing is convincing people to buy your product, or convince them to buy an imaginary value of your product, at the end words are a tool, a powerful one that can be used for good and bad.

What is next ?

Well, the next thing is here, in this place, we will go through every detail, how you can get the full potential of words, how each individual emotion is used, how to research, how to write, how to craft art with words, we will dive deep in each aspect and with each post and article we will talk in details about words and how to leverage writing in your business to convince people that the right value they need is in the product you are selling, from now on, words will be your best weapon.

This is just the start of the journey, together we will explore each aspect of creative writing as a medium to sell. , together we are going to create and write... words that sell.