Power Words for Direct Mail
Power words are those that make what you say clear and concise. The choice of your words is the basis to creating a message that resonates and has the reader act. Language is an ever evolving thing and power words have changed too. Figuring out how to communicate a message effectively and correctly for the right outcome is easy if you know the right words. Some words that are considered powerful can hurt, cut, jab and demean. Others can enlighten, praise and support. In order to communicate your message so that it is heard and understood, just takes a long look at what works and makes them effective for most direct mail marketers.
The number one power word used in marketing today is the word YOU. If you want to create a personal connection with your customer, client or prospect, always use the word YOU in your statements.
Next, are the words that trigger a response. These words stick out and cause an emotion. People are sensitized to responding to words that cause an emotion to rise up. They are stirred by the emotions of fear, unpredictability, hope, love, flattery, and freedom from worry. They also want to be accepted and be a part of the popular crowd. So, choosing words that resonates and unites with the value of your business will get your direct mail message across. Words like NOW, NEW, FREE, INSTANT, SAVE. HOT, all communicate the timeliness of your offer. It makes them respond before the time is up. Words such as AMAZING, POWERFUL, and EASY are persuasive words that describe the product or service and causes the reader to gravitate to their influence. GUARANTEE is a word that eases the “try it out with no consequences” factor.
Other words such as ACT NOW or DON’T MISS THIS are words that drive a response. They create urgency and the need to respond immediately. HURRY, TIME IS RUNNING OUT, LAST CHANCE are words that once again convey the message that they need to respond right now and that the value will be gone shortly.
Power words that are a bit softer and more engaging but still encourage the customer, client and prospect to buy or sign up or attend are words such as JOIN, MAKE A COMMENT, SHARE and DISCOVER. These are invitations and not demands to make a connection with you and your business. It asks for the customer’s input and for them to share your information. The word RESPOND is a decree for action and with the add on of “Call,” “Email,” or “Visit (a URL)”, it distinctly gives the right directions.
Another use for power words is in personalizing the piece so that the customer, client or prospect feels special and that they are part of a unique group. Words like EXCLUSIVE, ELITE, MEMBERS ONLY makes them feel as though they are the “chosen ones”! Insider perks and deals, privileged offerings and high status entry are standout qualifications that can be offered that are of high value.
Coddling the customer, client or prospect is another way that power words entice them to respond. The word COMPLIMENTARY is another way of saying “free” but with a sweeter twist. EVERYTHING YOU NEED tells the reader that your offer is full and complete and everything that they will need to solve their situation. And NO OBLIGATION means that if they respond and don’t like it, they will not be bothered by your business again.
Words that “hook” a reader are ones that create an interest. You want them to be curious enough that they respond to your offer or call to action. Using words such as FINALLY, INTRODUCING, ATTENTION and LOOK not only draws the eye to their pronouncement but also sparks interest. It tell them that the offer is new and different and why hesitate when it is right here waiting for them.
And then, there are the power words that say “trust’. PROVEN, REAL, SAFE and BACKED BY, all shout out that things are OK. If the customer, client or prospect is skeptical, these words will convince them that things are good. It tells them that your product or service is safe, workable and that others have been satisfied with your business. It tells them that others have used it and have liked it and that you are credible and a stable company.
And finally, probably the most important power words that one could use, THANK YOU. Appreciation is powerful. People like to feel good and they like to be appreciated. Gratitude can be the one thing that gets the reader to respond.
There are a few words that you may think are powerful, but they actual not only sound like spam but can get your emails thrown into the spam or junk folder. Do not use words such as “Great” because it is too vague or “Miracle” because, more than likely it is not a miracle. “Once in a lifetime” is silly because a lifetime is a long time and things change. “Get rich” and “Lose weight” are words for late night TV!
The best words for power words are the ones you use in your own voice everyday. When writing copy for a letter a postcard or brochure, ask yourself how you would say something if you were excited about it. The power words will come tumbling out! Speak in your company's voice. If the character of your company is conservative then speak in that voice. If it is whimsical then speak whimsically. The way you write and the way you speak should be the impact that you want to create.
Direct Mail Marketing is one of the best advertising strategies you or your business could utilize to reach customers and prospective clients. It is cost-effective, versatile, highly customizable, quick and easy to set up, reliable and helps you stand out from the typical marketing routines of your competitors. The advantages of direct mail marketing are limitless! Also, the results of your marketing efforts can be measured and tracked easily when using direct mail – no more complicated analytics or time wasted wondering what works and what doesn’t. Everest Direct Mail and Marketing can develop all of your direct mail needs by using highly-target mailing lists, coupled with unique letters and envelopes, direct mail campaigns ensure your potential customers heed your message by putting your advertisements directly into their hands. In the spam-riddled world of today’s online marketing, using direct mail to publicize yourself makes every cent of your marketing budget count with a high chance for a strong return on your investment.