LIFE SKILLS A MARKETER'S APPROACH Language enables you to connect with audiences and spur them to take action. For marketers, the importance of using the “right” words cannot be overstated, since many words have the ability to motivate. The trick is determining which ones work for your business and your particular situation. Here is a list of the right words in marketing. give customers a compelling reason to take action. don’t underestimate the appeal of “free.” highlight the value that customers receive for their money. “Cost” or “price” imply losing something – in this case, money. make readers feel they have everything to gain and nothing to lose. customers respond to something out of the ordinary. But be careful not to overuse these terms, or they lose their power. let subscribers know how much easier life will be with your product or service, and then make it simple for them to take the next step in the purchasing process. imply there is something new and unknown to the customer, something that offers distinct benefits and gives them an edge. motivate an immediate response with a limited-time offer. establish that your product or service is all your customers will have to buy in order to achieve their goal. use this to point out a “negative benefit,” such as “never worry again,” or “never overpay again.” like “free,” “new” has the ability to make people sit up and take notice. the best, clearest word to showcase monetary or time savings. remind customers that your product, service or business is tried and true. minimise risk perception for health and monetary loss. let customers know that your business, product or service is robust. everyone wants results. is your product or service the secret to success? Let customers know you can reveal that secret. 1. Because: 2. Free: 3. Value: 4. Guaranteed: 5. Amazing/Incredible: 6. Easy: 7. Discover: 8. Act now: 9. Everything included/You need: 10. Never: 11. New: 12. Save: 13. Proven: 14. Safe and effective: 15. Powerful: 16. Real results: 17. Secret: 5 GROUP WORK Split up into groups of three or four people. Choose one among the listed products. Make a rough drawing of its packaging, think of a brand name and make up a slogan for it using some of the words above. hand wash · muffins · comfortable clothes · toothbrush · plush toy · frying pan 6 PAIR WORK Words play with images and vice versa in most ads. Try to look at the topic through marketers’ eyes, look at the images on the right and answer the questions. What do you think of the packaging? What kind of target audience does the product address? How can you infer that? What can you say about the colours chosen? Explain whether you would agree or not on the name “Lady Divine.” Would you include the pack shot in the ad? Justify your answer.