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Your customers are tired of listening to and reading these marketing terms – here is what you should use instead

Sonal Mishra
27th Jul 2016
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“You don’t close a sale, you open a relationship if you want to build a long-term, successful enterprise,” says Patricia Fripp, an executive speech coach, sales presentation skills trainer, and Hall of Fame keynote speaker.

These days, most entrepreneurs showcase their selling skills better than ever. Of course, a lot of training and determination goes into becoming an ardent salesperson, but the fact that digitalisation has made things much easier for modern entrepreneurs cannot be neglected. From YouTube videos to Business Times articles, there is a plethora of self-learning material that adds value to your expertise and keeps you abreast with the latest customer trends. If you still haven't discovered your go-to business learning platform, it’s time you did.

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When it comes to selling in the real world, it can be difficult, even impossible, to come up with strategies that can ensure success, especially if you haven't thoroughly researched the psychology of your target audience. Knowing what works for your customers, and what doesn't, helps you find the crux for developing custom-made content for them. However, regardless of the business you head, there are a few words that really annoy today’s young customers. For example:

“Guarantee”

Example: We offer a 30-day money back guarantee.

Let’s not abuse the word “guarantee” anymore. This is one word which every online business throws right onto their customers’ faces. While experts think that the term helps them gain the customer’s trust, in reality, people have had enough of it and most o f them now simply ignore it.

What can you say instead: We have a hassle-free, easy refund policy.

“According to research…”

Example: According to latest research, it has been concluded that…

It doesn't matter how amazing your product is, stop backing it up with research studies which, for the most part, haven’t even been conducted in your country. If Quinoa helped 990 Americans lose weight, it does not imply that the same will apply to Indians and Africans, for instance.

What can you say instead: Testimonials on our website will showcase how effectively our product has changed the lives of millions.

“Learn”

Example: Today you’ll learn how to…

Learning is not cool. Discovering is. Discussing is. Learning usually implies sitting through regressive and time-consuming lessons, which everyone has dreaded since childhood.

What can you say instead: Today, we’ll discuss or discover the…

“Buy”

Example: Buy it today, before stock ends

This is just a cliché and sounds too pushy. Develop mutual respect and a long-lasting relationship with your fans, followers and admirers. But don’t push them to buy your product. Let them take their own decisions.

What can you say instead: When you own one of our products…

“Contract”

Example: We offer a two-year contract on XYZ deal…

Firstly, if you are new in the business, no one would want to enter into any kind of contract with your company. Secondly, contracts are binding and overwhelming for most customers. If you have been following this practice, discard it right away.

What can you say instead: The XYZ deal offers unlimited benefits for two years.

“Maybe/Might”

Example: And, you might win a gift hamper…

Terms like ‘maybe’ and ‘might’ never help. Customers are smart enough to read between the lines. You have to be smarter and find alternative ways to entice them without making them feel fooled.

What you can do instead: Simply give them the information they should know, and they’ll like you for it.

So go on, wear your creative hat and make a list of words that go with your brand’s identity. Replace the overused and obsolete ones. Work with your content team and come up with a fresh list of keywords that will make your business stand out among the rest.

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