Marketing Material Tip: Bypass These Negative Triggers

I was at a speaker training this weekend and was reminded of the power of words (my favorite subject!, besides food).

Here are a few commonly used words in marketing materials that tend to trigger a subconscious (sometimes very conscious!) negative response in your potential clients, and the better, more inspiring alternatives to experiment with:

Workbook (who wants to do more work!) TO Action Guide or Fast Start Guide (can you sense the momentum and results that implies?)

Spend (ah! makes me nervous!) TO Invest (is about using money with purpose and with an end result in mind)

Discount (reminds me of the Dollar Store and other sales tactics) TO Savings, Special Pricing or Gift (feels generous, special and highlights value and generosity).

Your words count.

Every one of them.

Use them wisely to inspire your tribe to say YES to themselves.

You can upgrade your materials right away by avoiding the negative triggers words above and replacing them words that win.

Hope this helps,

Karin

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