The latest emotive “buzz” words in marketing
01/11/2011
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The concept behind marketing is about selling a product or lifestyle to an audience through a big idea that differentiates you from those around you; something highlighted by one of the great academics’ in this field, David Ogilvy in Confession of an Advertising man... “Unless your campaign has a big idea, it will pass like a ship in the night”.
Media selection and visual representation is everything in marketing, but using the right words to paint a picture can be the difference between success and failure.
We have put together a small list of the latest emotive “buzz” words currently being used to make customers sit up and take notice:
Free
Arguably the most powerful, emotive, response driven word in the marketing dictionary. If a brand can’t provoke intrigue and interest by giving its products away, then things could be looking bleak. However, a word of caution, using the word “free” can de-value a brand and often customers will see anything that is free as too good to be true, or be left wondering what the catch is.
Save
Everyone likes a bargain or the opportunity to save money. With markets becoming more price sensitive than ever, it is essential for businesses to remain competitive. Marketing a saving can instil a sense of value and competitiveness. Be warned, focusing purely on price can steer customer perceptions away from brand values and lifestyle. Your brand could be pushed into price wars as opposed to selling itself on integrity and quality.
Proven
Customers want quality delivered with value, so if proof can be offered that a product or service works, then it becomes even more attractive. Be careful though, making false claims can spread like wild fire and have permanent repercussions.
Discover
Encourages intrigue and speculation; this word normally adds anticipation and speculation to an up and coming event, sale or special offer.
Understand
When a customer is looking to buy online or make contact with a business, they are always looking for how they can gain the most fulfilment from their choice. Customers want to understand how a product or service can help them; so tell them!
For a free, no obligation chat about your marketing and copywriting needs, call us today on +44 (0)1603 619660
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