Words That Sell
There’s no question that some words and phrases help position product and promote sales better than others. Here are a few examples of what works according to both retail experts and eyecare professionals.
Tip: “Replace the term ‘transaction’ with ‘interaction.’ A transaction is something that starts and ends. An interaction is part of an ongoing relationship.”
DURABILITY
“Durability is wider than sustainability: It suggests products last (which is good for the environment), but it is also good for consumers’ pocketbooks and value perceptions.”
—Neil Saunders, managing director of GlobalData Retail
PROTECTION
In a Harris Poll conducted on behalf of The Vision Council, nearly 70% of those surveyed viewed sunglasses as a fashion accessory. Pivot that perception by stressing and emphasizing the word “protection.”
—The Vision Council
INTERACTION
One way to raise revenue is to “replace the term ‘transaction’ with ‘interaction.’ A transaction is something that starts and ends. An interaction is part of an ongoing relationship.”
—Shep Hyken, founder of Shepard Presentations
LOYALTY
“A great strategy for building the bottom line is to offer something extra, something special. One way? Work with vendors like Shamir who really understand the importance of offering something extra to patients…whether it be upgraded product, enhanced service, or a special second-pair offering. Go to rcpvrewards.com for more.”
—TheVitaminSEE
VALUE
“The Big Box optical likely has a value orientation, whereas most private practices have a service and expertise orientation. We’re expensive, but we tell people that we are value oriented for people who value the best technology, a warrantee, the best frames and lenses, and the continuity of care.”
—Michael Miller, director of eyewear retail at South Jersey Eye Physicians
KEYWORDS
What words trigger the biggest response? That depends on what emotion you’re trying to evoke. “Call to Action—free, scientifically proven, and subscribe now. Emotional selling—free, sale, new, professional, guaranteed, special, and tested. Overall, the five most persuasive words in the English language are because, free, instantly, new, and you.”
—WordStream
NUMBERS
The numbers you use in promotions matter and can make them really stand out. A not-often-used one will get remembered. “’On sale for 16 hours only,’ for example, has been determined to add more credibility than the common 5- or 10-hour offer.”
—Neil Patel, co-founder of Crazy Egg
CHANGE
Nearly 3 out of 4 Gen Z’ers (72%) surveyed report they search out and will pay more for goods and services from companies that are committed to social and environmental change. Be sure you use terms like “social and environmental change,” not just sustainability, if you want to appeal to this generation.
—Fundera
What words do you stress in your communications with consumers about your products and services? Tell us about it and share in the conversation on Facebook here.
Erinn Morgan
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