Do Words Matter in Marketing?

Precise Language Matters. Distinctions Are Powerful.

I’m a stickler for precise language. Some of my friends and family members and colleagues think I’m too much of a stickler.

But consider these words:

Vision Statement

Mission Statement

Purpose Statement

Are they the same thing? Then  why three words to describe them?

Are they different? If so, how?

If you walk into a business and there’s a framed piece of paper that has the company’s “Vision Statement,” is it their vision, or their mission, or their purpose?

Does it matter?

I believe that it does. I believe that the words we use have power, and the more precise we are, the more likely we are to tap into that power.

Don’t get me wrong. I generally know what someone means, as long as their language is “in the ballpark.” When I see a “Mission Statement” on a business’ wall, I know that they’ve put some thinking into what matters to them. Still, I contend that those words don’t have their maximum power if they aren’t crafted in ways that affect their readers at both conscious and pre-conscious levels.

(Read more about my thoughts on the power of words by reading the article I wrote on January 1, 2010, in which I offered some distinctions between the words resolution, intention, and commitment.)

The Subtle Power of Words

Recently, I was at a gathering of women billed as both a seminar and a networking event. The women in attendance were entrepreneurs and small business owners – or aspired to be.

100% of the presenters were women. One of them addressed the attendees as “guys.” I think she meant it to be a “term of endearment,” something like “women bonding.”

The first time she said it, I winced. So did one of the women next to me. Most of the women didn’t seem to notice, or care, that they’d just been addressed as men. The second time she said it, I noticed a few more women raise their eyebrows. The third time – nothing. Perhaps the women who it already bothered were already numb to it. The rest still didn’t seem to notice, or at least didn’t seem to care.

At the end of the presentation, she gave her “call to action” which was at a reasonable price point for those in the room. I saw only one person approach her to talk.

Perhaps her offer didn’t match the needs or desires of the attendees. But from my perspective, it did. I can’t prove it, of course, but I sense instead that – sub-consciously – the women in the room just didn’t think of themselves as “one of the guys.” So they didn’t buy.

People Buy From…

People buy from people and businesses that they know, like and trust.

If someone doesn’t resonate with you or your message – which includes the language you use – they won’t buy from you.

Different Words. Different Results.

Here are two book titles:

“Write the Ideal Sales Letter”

“How to Write the Ideal Sales Letter”

Is one of these titles more appealing to you, if you wanted to know how to write a sales letter that generated the greatest amount of purchases?

What about if you’re the author or the publisher and want to sell the greatest number of books? Would knowing which title was likely to generate more sales be an important piece of information in making your choice about what to name your book?

Would you just pick a title and hope it sold your book? Or would you test the two titles against one another BEFORE you published, and choose the one that the greatest percentage of people said they’d buy?

Would you test those titles against other possible titles to learn if yet another title would outsell either of those?

Every good marketer knows the power of words, and how different words and phrases produce different results.

Every good marketer knows the importance of testing, and puts it to practice while their products are in development, and keeps testing even after the product’s initial release.

Most authors and publishers tie themselves to a book’s initially published name. But especially with today’s ability to do small-run quantities, and then to do large-quantity printings in much faster turn-around times than even 10 years ago, sticking to a title that doesn’t sell your book is unnecessary, and tantamount to shooting yourself in the foot.

In 1996, author Sapphire published her book with the title: “Push: A Novel.” In 2009, a film based on the book was initially released under the same title. But when Lion’s Gate Entertainment picked up the independent film, the film’s title was changed to “Precious” in order to eliminate possible confusion with a 2009 action film with the name “Push.” The book followed suit, and now you’ll find it at your local bookstore or online under the title “Precious.”

The book sold fairly well under the title “Push.” But the author and publisher had the wisdom to realize that it would sell far better after the movie’s release if the title of the book was changed to match the title of the movie. Smart move. And proof that book titles – or the name of ANY product, service and event – need not be set in stone.

Be Conscious and Conscientious of Your Words

Words matter. They influence how clearly people get your marketing message. They influence whether someone resonates with you and your marketing message.

Take the time to learn the skill of marketing with words. Learn how to create effective sales copy.

Treat words with respect. Learn to be precise in your language.

The  more value you place on precise language, the more you’ll prosper in business.

Don’t believe me, however. Create two versions of whatever you’re writing about. Test titles / headlines against one another. Test the specific words you use in your “call to action.” Test if a button that reads “Free Instant Access” results in more or less opt-in subscribers to your newsletter than one that reads “Subscribe.”

See for yourself if words matter where it matters in business – on your bottom line.

Do Words Matter?

I’d love to know what you think about this topic.

And I’d especially love to hear your stories about how subtle – or not-so-subtle – changes in language made a difference in your marketing and sales results.

Leave your questions, comments and stories on this Web site / blog for me and others to benefit.

Jay Aaron Strategic
Visionary / Visionary Strategist
Follow me on Twitter: http://Twitter.com/newthoughts

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