THE VALUE IN POWER WORDS

Imagine, now’s the time to exercise choice in the use of power words to enjoy increased demand.

That one concise text contains six power words which are stimulating interest, generating demand and influencing consumer perceptions. Read on.

REVIEW. REFLECT.REFINE. REIGNITE. LIKE. SHARE.

Barry Urquhart

Marketing Focus

M:      041 983 5555

E:       [email protected]

T:       (08) 9525 3355

THE VALUE IN POWER WORDS 

An arresting reality. 

Advertising, marketing and communications, much of which is currently ineffective and underperforming, must first overcome widespread inertia, indifference and disinterest. 

Prevailing attitudes, perceptions and beliefs are substantial countervailing filters, impediments and barriers. Traditional and established motivating, attracting and price-tempting propositions and value-packages are being neutralised, marginalised and cancelled. 

TWO-PHASE MARKETING 

Many business development initiatives and campaigns are simply being summarily dismissed. It is frustrating and difficult to comprehend and accept. Comparative value is typically compelling. But. The messages are not getting through at present. 

Negative forces need to be addressed and redressed. That necessitates the need to remove clutter in the marketplace and in the minds of prospective clients and customers. 

Over-use and poor application of words like “sale”, “bargain”, “discount”, “reduced”, “bigger”, “better”, “best” have conditioned attitudes and compounded the complexity of decision-making. 

Overriding and underwriting these variables, and indeed they are variable, is the common contention that… the time is not right. This does not imply procrastination. If, but, when and why are seldom assessed and evaluated. In essence, “the screen is blank” and articulated as “I’ll give it some thought”. 

                    Advice: Don’t wait with high expectations. 

STUDY THE POWER IN WORDS 

Language, English in particular is an intriguing instrument, often undervalued and poorly used.

Innate emotive attributes  can truly be evocative. 

Wordsmiths are genuine craftspeople. They have the capacity to capture attention, project sentiments, stimulate interest, generate responses, engender confidence, and reinforce beliefs.

Classic stage and film actors, including Richard Burton and Marlin Brando commanded attention, established a presence, made captivating statements and left lasting impressions. 

That is, in essence, the challenge for current marketing, marketers, advertising, advertisers, promotions and promoters. 

Digital, online and search-engine optimising specialists tend to be good at enticing responses from algorithms, artificial intelligence and technology. Not so much among clients and customers. 

Therefore, platform “hits” and SEO rankings count for little if conversions, transactions, revenues and profits are low. 

BRAINSTORM 

There is much to comment about the conduct of effectively and expertly moderated “brainstorming” sessions on the meanings, purpose, use and advantages of key words. 

The diversity of the insights and overriding placements is impressive, meaningful and gainful. 

Participants and contributors are typically empowered, enthused and leave sessions with enhanced confidence. 

Some key words have common application, others are best targeted to selected and discrete targeted sectors, regions, audiences, products and services. 

Detailed below are six examples of key words which have been, and are being deployed to the advantage of businesses, associations and communities: 

                    IMAGINE

                    CHOICE

                    TIME

                    NOW

                    ENJOY

                    DEMAND 

The comprehensions and realities are truly multi-dimensional, not readily apparent at first bite. 

HEADLINE WORDS 

A schedule of intense and intensive studies into key words, consumer/client reactions, differing applications and communication channels have successfully identified, isolated, analysed and determined optimal deployment of key power words in a total twelve commerce sectors and categories. 

Some words have universal appeal. Others are best deployed at selective target audiences and unique circumstances. 

Fundamental to the power, force and effectiveness of words are time and timing. Consideration needs to be given to the frequency, volume, intent, concentration, duration, consistency and repetition. Value judgements are often based on intuition, and rightly so. Marketing, advertising, selling and communications are artforms, often individualised and customised. 

Barry Urquhart

Marketing Strategist

Marketing Focus

M:      041 983 5555

E:       [email protected]

W:      www.marketingfocus.net.au