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Power Words
Written By: Karen Deis, Publisher
There have been hundreds of thousands of hours invested by the greatest advertising minds trying to figure out what motivates people to buy...anything from washing machines, to apples, to mortgages.
Companies have also paid hundreds of thousands of dollars to develop just the right words to induce people to buy their product. There are "power words and phrases" that are meant to elicit an emotional response and subsequent action from your prospects. When John Caples analyzed the 100 greatest moneymaking headlines, he found that these 10 words appeared over and over and over again. They are listed here in order of importance:
| #1 - You |
#6 - Money |
| #2 - Your |
#7 - Now |
| #3 - How |
#8 - People |
| #4 - New |
#9 - Want |
| #5 - Who |
#10 - Why |
The top 2 words are "you" and "your" which illustrates the importance of addressing your prospects as an "individual". They want to know WIIFM (What's In It For Me).
The use of effective "headlines" to get prospects' attention is a most effective marketing technique. While headlines are traditionally used with free-report marketing, they are extremely effective when used as the 1st sentence in your marketing letter (refer to the article, published in this issue, called NET WORTH CLIENT CAMPAIGN) and post card marketing.
I wanted to share with you some headlines that I have used successfully in my free report advertising (www.Consumer-Direct-Marketing.com).
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For two more pages of POWER WORDS that are designed to increase the "readability" and "call to action", please link to www.Merchantibss.com.
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Headlines or story lines are used to get prospects to qualify themselves - that is, they will call for a free report or more information if the headline applies to them. For example, a 1ST time homebuyer will not call for information on the headline that says, "Don't sell your home or purchase another one..."
Here are some time-tested headlines and storylines you might want to use:
- Don't sell your home or purchase another one until you read this FREE REPORT on how to save thousands of dollars when you choose the right mortgage!
(This is used to attract second-time homebuyers. When prospects read the headline, it assumes that they have a house to sell.)
- If you've decided to BUILD a new home, don't make the mistakes that most people make when it comes to financing and locking in their interest rate! Call for a copy of your FREE REPORT on mistakes that most mortgage companies won't even tell you about!
(Used to attract new construction loans. It's important that you have a new-construction program in place - or the ability to lock in the interest rate for at least 6 months.)
- Did you know that for as little as your 1ST month's rent and security deposit, you may have enough money to buy your very own home? Call for a copy of our FREE REPORT on how to buy a home with little or no money down!
(Used for Apartment Dwellers or those contemplating moving into an apartment. It's not necessarily meant for 1ST time buyers but to get a prospect to change their paradigm that even if they don't have much money, they could buy a home instead.)
- When your lease is up, do you know where you are going to live? Call for a copy of your FREE REPORT on how you can have your own home instead!
(Use this as a headline or in a letter when mailing to apartment complex occupants. Once a year, they have to make a decision to either renew their lease or move somewhere else. Why not "plant the seed" before their lease is up.)
- Are you embarrassed to apply for a mortgage because your credit has been less than perfect? Your FREE REPORT tells you how you can own a home of your own!
(Use to attract credit-challenged prospects. You have addressed the fear of their embarrassment and you can help them buy a home.)
- Don't even consider selling your home yourself until you know you can qualify for the next home - your FREE REPORT shows you how!
(Use for FSBO prospects. Include the headline in a letter or include this as an "ad" in the classified section of the newspaper.)
Don't worry that the headline is too lengthy. You are asking your prospects to literally identify which "category of buyer" (credit challenged, 1ST time home buyer) they fall into and the headline or storyline must include a call to action (call for the free report).
Oh, by the way, we have counted how many times we have written the words "you" and "your" within these headlines - it appears 28 times.
Copyright, 2003, LoanOfficerMagazine.com
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