*****************************************************************
Message delivered directly to members of the group:
internet_marketing_articleblaster@yahoogroups.com
*****************************************************************
Please consider this free-reprint article written by:
Kurt Mortensen
==================
IMPORTANT - Publication/Reprint Terms
- You have permission to publish this article electronically in
free-only publications such as a website or an ezine as long as
the bylines are included.
- You are not allowed to use this article for commercial
purposes. The article should only be reprinted in a publicly
accessible website and not in a members-only commercial site.
- You are not allowed to post/reprint this article in any
sites/publications that contains or supports hate, violence,
porn and warez or any indecent and illegal sites/publications.
- You are not allowed to use this article in UCE (Unsolicited
Commercial Email) or SPAM. This article MUST be distributed in
an opt-in email list only.
- If you distribute this article in an ezine or newsletter, we
ask that you send a copy of the newsletter or ezine that
contains the article to askkurt[at]persuasioninstitute.com
(replace [at] with @)
- If you post this article in a website/forum/blog, ALL links
MUST be set to hyperlinks and we ask that you send a copy of
the URL where the article is posted to
askkurt[at]persuasioninstitute.com (replace [at] with @)
- We request that you ask permission from the author if you
want to publish this article in print.
The role of iSnare.com is only to distribute this article as
part of its Article Distribution feature (
http://www.isnare.com/distribution.php ). iSnare.com does NOT
own this article, please respect the author's copyright and
this publication/reprint terms. If you do not agree to any of
these terms, please do not reprint or publish this article.
==================
Article Title: Emotionally Packed Words Will Earn You More
Money
Author: Kurt Mortensen
Word Count: 813
Article URL: http://www.isnare.com/?aid=95084&ca=Marketing
Format: 64cpl
Author's Email Address: askkurt[at]persuasioninstitute.com
(replace [at] with @)
Easy Publish Tool: http://www.isnare.com/html.php?aid=95084
================== ARTICLE START ==================
Word choice in marketing and advertising is absolutely
critical. When advertisers spend millions of dollars each year,
you can bet they have tested every word they are going to use.
They want their word choices to psychologically lead you to
believe their product is the best, that it will change your
life. Skilled advertisers can get us to absorb their message
unconsciously. They might even package an identical product
with different words and phrases to reach a wider segment of
the public.
Daryl Benn conducted a study on how advertisers use word choice
and catch phrases to sell different, but identical in
effectiveness, brands of aspirin. Consider the following:
Brand A: proclaims 100 percent pure, claims nothing is
stronger. Benn notes that governmental tests also showed no
brand was weaker or less effective than any of the others.
Brand B: advertises "unsurpassed in speed--no other brand works
faster." The same governmental tests showed "B" works no faster
than any of the others.
Brand C: declares it used an ingredient "that doctors
recommend." Governmental tests revealed that "special
ingredient" is nothing more than regular aspirin.
The words we use can hurt others and cause tension and
resentment. Words can even cause wars. Humans tend to create
and use words that hurt or label. Hitler used labeling and
name-calling during his rule in Germany. He called the Jews
many negative things, including "vermin", "sludge", "garbage",
"lice", "sewage", and "insects." Labels also extend far beyond
the names people are given, into the way we describe things in
a negative light, such as, "broken home," "single-parent
family," or "blended family." Whereas we think of theses terms
as essentially neutral, the words can carry significant
negative weight to those people to whom the terms apply.
As you design your persuasive message, you must consider the
emotional impact of each word and phrase. When you want to
create emotion, choose words that will trigger feelings. If you
want to downplay the event or situation, use an unemotional
word. Notice the following words generally have the same
definition but carry different emotional weight, for example,
calling someone "thrifty" versus "cheap," "traditional" versus
"old-fashioned," "extroverted" versus "loud," "careful" versus
"cowardly," and "eccentric" versus "strange."
There are many words that are emotionally loaded and represent
different values to different people. These words can get
people to pay attention and alert them to know what
significance the message has for them. It is hard to find a
neutral word. Your word choice will paint different pictures
for different people because the way we define words is based
on our belief systems, our past experiences, and our social
roles. The beliefs we hold about a word will dictate our
actions and how we respond. For example, some cultures view
death as a celebration of life; others view death as a tragedy.
Sometimes, if used improperly, positive words can still lead to
a negative response. For this reason, persuaders will often
avoid certain words, although generally positive, and instead
use words that may still bear positive associations, but are
more ambiguous. For example, in the world of politics we hear
phrases like "freedom of choice," "fiscal responsibility," or
"responsible taxation." When politicians use such generalities,
people of differing viewpoints can actually both be appeased.
They will fill in the blanks and provide their own definitions.
Words can convey emotional color by how long or short they are.
Generally, shorter words are more blunt, direct, harsh, or
sharp. Consider words like "kick," "hit," "force," "stop," or
"no." Longer words, like "lonely," "depressed," or "painful"
are drawn out to evoke colors of melancholy or suffering.
Advertisers know that changing just one word in their ad can
dramatically increase the response rate. One advertiser changed
the word "repair" to "fix" and saw a 20 percent increase in
response.
There are other words advertisers employ, which are known as
"weasel words". These words confuse their audience and don�t
allow you to put an exact number on the advertiser�s claim.
They let you justify and believe what you want. They are called
"weasel words" because weasels are notorious for breaking into
the chicken coop and sucking out the inside of the eggs without
breaking the shell. The eggs look fine but in reality are hollow
and empty, just like these words. Watch out for these words:
*Helps
*May
*Possibly
*Improved
*Up to
*Almost
*About
*Approximately
Application Questions
Do the words you use trigger a positive or negative response in
your prospects?
What weasel words to you use and do these words detract from
your message?
What is the one word in your presentation that is taking away
from your message?
About The Author: Kurt Mortensen�s trademark is Magnetic
Persuasion; you should attract customers, just like a magnet
attracts metal filings. Claim your success and learn what only
the ultra-prosperous know by going to
http://prewealth.com/mistakestoavoid and get my free report "10
Mistakes that Cost You Thousands."
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=95084
================== ARTICLE END ==================
For more free-reprint articles by Kurt Mortensen please visit:
http://www.isnare.com/?s=author&a=Kurt+Mortensen
Yahoo! Groups Links
<*> To visit your group on the web, go to:
http://groups.yahoo.com/group/internet_marketing_articleblaster/
<*> Your email settings:
Individual Email | Traditional
<*> To change settings online go to:
http://groups.yahoo.com/group/internet_marketing_articleblaster/join
(Yahoo! ID required)
<*> To change settings via email:
mailto:internet_marketing_articleblaster-digest@yahoogroups.com
mailto:internet_marketing_articleblaster-fullfeatured@yahoogroups.com
<*> To unsubscribe from this group, send an email to:
internet_marketing_articleblaster-unsubscribe@yahoogroups.com
<*> Your use of Yahoo! Groups is subject to:
http://docs.yahoo.com/info/terms/
No comments:
Post a Comment