In a world where you count characters instead of pages, it’s important to know which words help sell your optical products and services… and which ones don’t.
Here’s some research on six great words to use and six not-so-smart ones.
1. Sale. Like it or not, the word motivates purchasing.
2. Off. It gives consumers one more incentive to purchase. Plus, it can be money off a second pair or money off your next purchase… it doesn’t have to — and, in fact, shouldn’t — be optical’s nemesis, BOGO.
3. Now. Whether it’s ‘shop now’ or ‘act now’, it’s a call to action and applies a sense of urgency. And in the context of now only, it creates a sense of exclusivity.
4. New. This has proven especially effective in emails…particularly when the word applies to technology. And, what better message is there in optical than addressing the newest technology?
5. Best Sellers. Creating a list of best-selling items is a great way to garner attention. People love lists and they want to know what other people are buying. That’s a win-win in online communications.
6. Your. The words ‘you’ and ‘your’ show patients and customers that you care about them. It’s a simple touch of personalization that really sells.
1. Hurry. Don’t rush them. Nudge them instead, with phrases like ‘act now’ or ‘limited-time offer’.
2. Look Inside. How many times have you seen this in subject lines? They don’t even make sense in online communications where you aren’t really opening anything per se. Skip these words and get to the point instead.
3. Groundbreaking. No. No. No. According to Eric Fishgrund, founder of PR firm FischTank, “Everyone says this. It’s an instant turn-off.”
4. Guaranteed. You can still back your product or service without using this way-too-slick-sounding word.
5. Huge. In fact, every event is huge to the people organizing it. Think of a more descriptive alternative like, ‘our biggest event of the year’.
6. Hassle-Free. It may sound positive, but you’re actually using a negative (‘hassle’) and therefore risking that consumers will subconsciously associate it with you, your business, or the product you are promoting. Keep it simple. Use the word ‘easy’ instead.
Do you have favorite words that work for you? Tell us about them below and join the conversation on our ClubZero Facebook page here.