While marketing may be becoming more and more visual, even the best videos need compelling words. Choosing the right message is the secret to any advertising, so what are the best words to use?
What it comes to creating truly effective marketing campaigns, every detail is important. Alongside the technical factors, such as budgets and audience targeting, you also need to focus on the message itself.
How is your message presented and what does it say about your products or service? Let’s put it another way: it’s been proven, many times, that some words are simply better than others. Knowing what they are can only help you in advertising your photo products!
People often look for some form of security when making an online purchase, to ensure they are protected. A clearly stated guarantee – ensuring people can get their money back if they are unsatisfied – can be a factor that ultimately encourages someone to choose your business.
However, it’s not entirely about money. With the festive holiday season approaching, you should use guarantees (and other, similar words) in your campaigns for last-minute gift buyers. This can include, for example, a promise to print and deliver in time for Christmas. Don’t just suggest it, guarantee it. Just make sure you can live up to your commitments.
Although they’re very similar, the difference between “like” and “love” is vast. Even outside of personal relationships, love is a very powerful word that evokes strong emotional responses. When advertising your photo products, tell your potential customers that their friends and family will all fall in love with their new gifts.
Your existing customers are likely very familiar with your shop and many of your older items may not longer feel special. This is why it is always a good idea to update your store and add new photo products from time to time, but you also need to show people when this happens.
Be sure to highlight any new features you have in your advertising. This will attract existing customers as well, whether it’s a new editor that’s easier to use, new photo products or even new templates. All of these can compel a customer to return, even if out of curiosity.
A need is very compelling. Once someone knows they need something, it’s more important for them to find an answer. However, people also often have needs they haven’t yet realised.
This is where your advertising can help them, especially during gift-giving periods. Ask your users “Do you need special gifts for your family? We have them”. This makes your audience aware of a need – but also of a solution.
Nobody likes to settle, so don’t offer anything but the best. While the word can be – and often is – highly overused, it’s still nonetheless a very powerful word when used correctly.
The best approach is to support any claims you make. So, if you want to advertise that you’re better than your competitors, have the facts to back this up. For example: the best personalised gift shop in 2017, voted by portal.com users. This offers some evidence behind your claims, making the word more believable.
Likewise, you can always use it to support certain products. Choose which products make the best Christmas gift, for example. Just make sure not to overuse it. Two items can’t both be the “best” at the same thing!
Words that help to create a sense of urgency often have the potential to increase sales. For example, using limited time offers for free shipping, or special discounts on specific days, can help encourage users to buy now, rather than later.
Likewise, you can also offer limited edition products. If you do this, it’s often worth indicating exactly how limited such supplies are, such as “less than 1,000”.
Everybody loves a bargain. Being able to save money makes people feel good, especially when it’s paired with a high quality product. If you offer discounts for multiple purchases, mention this in your promotions. Just be sure to put an emphasis on the savings and how much your customers can save if they order more than one item.
The more effort something takes, the less interested people will be. Many of your potential customers may be put off the idea of learning a new editor, so you need to let them know how easy and intuitive the experience actually is.
If you don’t do this in your campaign, they might never know. By advertising that it’s fast and easy to do, people can be encouraged to give it a go and, once they fall in love with your editor, you’ll have a customer you might not have otherwise made.
We mentioned earlier that everyone likes to save money and what could be better than getting something completely free? Everyone loves free stuff!
Whether it’s a buy one, get one free deal or simply free shipping, offering things on the house can instantly boost your sales. This is another word that can often be overused, so be sure to apply it where it makes sense. Don’t use it on conditional terms. For instance, if customers are actually required to spend a certain amount first, they will not be happy when they find this out later on.
Advertising should be direct and nothing says this more than “you”. Your campaigns need to be personalised, making a connection between the store (including its products) and the customer.
This can be done in your adverts, but also through your newsletters. Don’t just offer a simple discount. Make it a “special discount for you” and enforce the personal connection.
So, there you have it, ten simple words that can make a big difference in your advertising efforts. Don’t overuse them, but don’t forget about them, either!