By Bob Leduc
Simple power phrases stimulate your customer's feelings and
trigger an emotional decision to buy from you. You can
increase your sales by using power phrases in your web
pages, sales letters and other marketing messages.
Why Power Phrases Trigger The Buying Action
A power phrase helps your customer visualize how they will
feel when they own your product or use your service. It
generates an imagined feeling and motivates your customer
to convert that feeling into reality.
Most of your customers make an emotional decision to buy
from you. They may look for logical reasons to justify
their decision. But their decision to buy is usually an
emotional decision instead of a logical one.
Power phrases increase a customer's desire for your product
or service and trigger an emotional decision to buy.
How To Create A Power Phrase
Creating a power phrase is easy. Start by listing some of
the major benefits your customers get when they buy from
you. Then combine a few highly descriptive action words
about one or more of those benefits into a short phrase.
Here are some examples of power phrases used by 3 different
* "Fast! Easy! Very Low Cost!" (For a product or service
* "I'll help you myself! That's why I can guarantee
results." (For a service business)
* "Work you enjoy, more money to spend and more time to
spend it." (For a business opportunity offer)
Use High-Impact Words
Look at the words used in the above 3 power phrases. Many
are high-impact words (fast, easy, very low cost, help,
guarantee, enjoy, more money, more time). Power phrases use
high-impact words to create high-impact statements.
Tip: Use short and clearly understood high-impact words for
your power phrases. They create a dramatic word picture in
your customer's mind without drawing attention to the
actual words you use.
A Series Of 3 Words Or Phrases
Here's a special tip based on my personal experience.
Create some of your power phrases using a series of 3 words
or 3 groups of words. For some reason a series of 3 words
or phrases seems to produce a dramatic and memorable image
in a customer's mind.
My most effective power phrases usually combine 3 words or
3 groups of words together in a series. For example:
"Save time. Save money. Get immediate results."
"Fast! Easy! Very Low Cost!"
"Enjoy it at home, in the office or in your car"
"Guaranteed on time every time or it's free"
"Power, Performance and Speed"
Use the information in this article to develop power
phrases for your products and services. Then include those
power phrases in your web pages, sales letters and other
marketing and sales messages. They will immediately
increase your sales.
How to Harness the Real Power of the P.S.
A well written P.S. following your signature is your last chance to influence your prospect favorably and close the sale. If it isn't as strong as possible, these prospects may toss your letter aside or click to another website.
8 Tips for Writing A
Knock-Em Dead Headline
There are so many elements that play a very important part in every ad, sales letter, brochure or any piece of business communication that you write. And one of the most important elements is the headline.
The headline of your piece will either makes your reader so excited they'll want to read the rest of your ad, letter etc. or it will make them switch off completely.
How to Capture and Captivate Attention!
Our attention span on the Internet is enormously short. You only have a fraction of a second to capture a reader's attention. Unlike the different steps one must follow with a direct mail piece, your web page headline is the first thing they see.