5 Words that Engage

Scare tactics can increase sales (at least momentarily). Words create loyal customers. After all, the pen is mightier than the sword.

Whether you’re creating sales copy, content for your website or an email newsletter, these five words that engage will help your writing resonate with your audience.

You

More than any other word, “you” talks directly to your customer. It puts the focus on their wants and needs. Yes, there are instances when you’ll need to phrase a statement from the perspective of your company. But whenever possible, rework your statement to make it from your audience’s perspective.

More than any other word, “you” talks directly to your customer.Click to Tweet

Do

Do is an active verb. It takes a strong stance. It allows you to tell your customer what you will accomplish for them. Some folks are tempted to use “try” instead. As a passive verb, it allows you a little bit of wiggle room. Sometimes this is a good thing, but it’s important to understand the consequences. “Do” speaks to your confidence in the product or service your company provides. “Try” insinuates you’re not sure your product or service will deliver.

Imagine

Imagination is a powerful tool. While most of us will never hit a grand slam in the bottom of the 9th or scale Mount Everest, we can picture ourselves doing both. This is all thanks to our imagination. The word “imagine” helps your audience visualize how your product or service will improve their life.

The word “imagine” helps your audience visualize how your product or service will improve their life.Click to Tweet

Because

When you ask someone to do something, always include a reason. Your audience is much more likely to act if they know why you’re asking them to do so. For example, consider these three sentences:

“May I cut in front of you?”
“May I cut in front of you? My flight leaves in 10 minutes.”
“May I cut in front of you? My flight leaves in 10 minutes and I got stuck in traffic on I-5 because of President Obama’s motorcade.

Upon hearing these three sentences, which one makes you more inclined to allow someone to cut in line at the airport?

We

“I did this.” “I can do that.” “I’ve made this.” Using “I” a lot can make it sound like you’re a self-involved sports star pounding his chest. “We” allows you to talk about your company’s products, services, and achievements in a much more reserved manner. It allows you to spread the praise to all your employees. And, it allows you to include your audience.

For example, when you write, “We had our most successful year yet,” your audience’s initial will typically associate that “we” with your staff. However, “we” inherently also includes the reader. The use of “we” allows your reader to also take pride in the success of your company.

BONUS

While we’re obviously big proponents of these five words, the best words are the ones your audience is already using. Incorporating the key terms your audience is already familiar allows them to understand your message. And, it helps your message resonate with their wants and needs.