Unleash the Power of Language

When you're making a sales pitch, remember this important rule: The language you use may be as important as the offer itself.

Fountain pen writing a dollar sign

Spell out your offer in clear, concrete words that your prospects can relate to. Avoid abstract terms and vague descriptions of the general benefits of your offering. Exciting, sexy and appealing language can help make your deal sell.

Here are three quick examples that show the power of a well-turned phrase:

The lesson: Present concrete ideas in your offers and illustrate your benefits in terms that get attention. Use commonly understood language, not because customers are unintelligent, but because common terms will grab attention faster. Don't tell customers you can save them a bundle. One man's bundle is another man's pittance. Tell them in round, real numbers. Look at a grocery ad from a big box store. They show the item with the sale price, and in smaller type show how much you save. That's like a double punch. Rethink your ad copy to make it more active, more plain-language, and more concrete. Then get ready for sales to take off!

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