You likely know that specific words matter. You click on a headline because a single word strikes you.
What you may not know is, you click a call-to-action link or a signup button solely because a word creates relevance & emotion.
So really, how much do words matter?
The research behind this power of words is incredibly deep. Researchers have found that the word you use to describe a car accident (“contacted” vs. “smashed”) paints the way eyewitnesses view the event. Another study found that simple stock names that are easier to pronounce lead to quicker gains post-IPO.
Perhaps my favorite study is one shared by Brian Clark of Copyblogger. Social psychologist Ellen Langer tested the power of a single word in an experiment where she asked to cut in line at a copy machine. She tried three different ways of asking:
“Excuse me, I have five pages. May I use the Xerox machine?” – 60% said OK
“Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?” – 94% said OK
“Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?” – 93% said OK
I don’t know about you, but I thought Langer’s third request was rather elementary. Yet it didn’t matter. The trigger word “because” was all she needed.
The takeaway: As single words matter, when you want people to take action, always give a reason using an influential word or phrase!
FREE DOWNLOAD: Get “The 12 Most Influential Words In The English Language” — put together to help you chose the right words for your marketing copy — proven and guaranteed to get you better results!
I have been passionate about everything marketing since 1999. The world has changed dramatically since I started back then, and the process in helping businesses generate leads is changing every week, but the methodology is still the same… and has been since the early 1900’s. Let me help you discover how easy it can be to generate leads in a digital world!
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