Value = Price + Reliability + Convenience

from Dr. Frank Lutz, author of Words That Work, It’s Not What You Say, its What They Hear.

Focus on results, not process; benefits, not features
Tell stories, not concepts
Stay in touch with your clients with newsletters, eZines, and invitations to presentations to keep information flowing
Tell people what they will get, not what you do
Talk about the client, not about yourself
Do not we-we all over your self. (This from Marketing consultant Mac McIntosh describes it as “we-we-weing all over
yourself.”)
WIIFM (What’s In It For Me)
Be a solution, a resource to your clients.

Word Choice, Selling, and Strategy of Words
FREE is the most powerful word in any language
Use Short sentences Credibility is as important as philosophy. People have to believe to buy. Consistency matters. Novelty, offer something new or offer a new definition or a new take on an old idea Sound and texture matter should be just as memorable 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. Your messages need to say what people want to hear.
Replace words on left with . . . Buy – use: claim, order, or invest Learn – use: Discover Tell – use: reveal Things – use: Tips, Tricks, and Techniques Stuff – use: Insider Secrets	Use These Words Yes Love Hate (you will hate yourself for …) How much How would you (solve this problem) This (is the way) Only Sale 2 for 1 50% off