{"id":2904,"date":"2019-07-05T14:29:31","date_gmt":"2019-07-05T18:29:31","guid":{"rendered":"https:\/\/wayneaenglish.com\/WP\/?p=2904"},"modified":"2019-07-05T14:29:31","modified_gmt":"2019-07-05T18:29:31","slug":"writers-choose-your-words-carefully-heres-how","status":"publish","type":"post","link":"https:\/\/wayneaenglish.com\/WordPress\/advertising\/writers-choose-your-words-carefully-heres-how\/","title":{"rendered":"Writers When Selling or Seeking to Change Opinion Choose Your Words Carefully Here’s How"},"content":{"rendered":"

Value = Price + Reliability + Convenience<\/h2>\n

from Dr. Frank Lutz, author of Words That Work, It\u2019s Not What You Say, its What They Hear<\/a>.<\/p>\n

\n
\n\"\"<\/a><\/div>\n

1. Focus on benefits, not features. On results, not process<\/span><\/p>\n

2. Tell stories, not concepts<\/span><\/p>\n

3. Stay in touch with your clients with newsletters, eZines, and invitations to<\/span>
\npresentations to keep information flowing.<\/span><\/p>\n

4. Tell people what they will get, not what you do.<\/span><\/p>\n

5.Talk about the client, not about yourself<\/span><\/p>\n

6. Do not we-we all over your self.<\/span>
\n(Marketing consultant Mac McIntosh describes it as “we-we-weing all over<\/span>
\nyourself.”)<\/span><\/p>\n

7. WIIFM (What’s In It For Me)<\/span><\/p>\n

8. Be a solution, a resource to your clients. (from WAE)<\/span><\/p>\n\n\n\n\n\n
\n

Word Choice, Selling, and Strategy of Words<\/span><\/h2>\n<\/caption>\n

FREE is the most powerful word in any language<\/span><\/td>\n<\/tr>\n
 <\/p>\n

Use Short sentences<\/span><\/p>\n

Credibility is as important as<\/span>
\nphilosophy. People have to believe to<\/span>
\nbuy.<\/span><\/p>\n

Consistency matters.<\/span>
\nNovelty, offer something new or offer a<\/span>
\nnew definition or a new take on an old idea<\/span><\/p>\n

Sound and texture matter should be just as<\/span>
\nmemorable as the words themselves. A string of words that have the same first letter, the same sound, or the same syllabic cadence is more memorable than a random collection of sounds.<\/span><\/p>\n

Your messages need to say what people<\/span>
\nwant to hear.<\/span><\/td>\n<\/tr>\n

Replace words on left with
\n<\/b><\/span>Buy – use: claim, order, or invest<\/span>Learn – use: Discover<\/span><\/p>\n

Tell – use: reveal<\/span><\/p>\n

Things – use: Tips, Tricks, and Techniques<\/span><\/p>\n

Stuff – use: Insider Secrets<\/span><\/td>\n

Use These Words<\/b><\/span><\/p>\n

Yes<\/span>
\nLove<\/span>
\nHate (you will hate yourself for …)<\/span>
\nHow much<\/span>
\nHow would you (solve this problem)<\/span>
\nThis (is the way)<\/span>
\nOnly<\/span>
\nSale<\/span>
\n2 for 1<\/span>
\n50% off<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Value = Price + Reliability + Convenience from Dr. Frank Lutz, author of Words That Work, It\u2019s Not What You Say, its What They Hear. 1. Focus on benefits, not features. On…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,12,25,58,74,104],"tags":[],"class_list":["post-2904","post","type-post","status-publish","format-standard","hentry","category-advertising","category-blogging","category-communication","category-marketing","category-reputation-management","category-writing"],"_links":{"self":[{"href":"https:\/\/wayneaenglish.com\/WordPress\/wp-json\/wp\/v2\/posts\/2904","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wayneaenglish.com\/WordPress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wayneaenglish.com\/WordPress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wayneaenglish.com\/WordPress\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/wayneaenglish.com\/WordPress\/wp-json\/wp\/v2\/comments?post=2904"}],"version-history":[{"count":0,"href":"https:\/\/wayneaenglish.com\/WordPress\/wp-json\/wp\/v2\/posts\/2904\/revisions"}],"wp:attachment":[{"href":"https:\/\/wayneaenglish.com\/WordPress\/wp-json\/wp\/v2\/media?parent=2904"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wayneaenglish.com\/WordPress\/wp-json\/wp\/v2\/categories?post=2904"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wayneaenglish.com\/WordPress\/wp-json\/wp\/v2\/tags?post=2904"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}