Why do Words with Negative Connotations Have Negative Connotations? 18 Tips
Although marketing today is highly visual, words are still quite important. A great video or marketing image becomes even more impactful when a few words are added to it. Choosing the right words can affect how successful your marketing campaign is going to be. Here are a few tips that Tony Guo (http://www.linkedin.com/in/tyguo/) thinks will help you succeed in marketing.
1. Avoid saying ‘honestly.’
When you use this word, it negates all your efforts to spread a positive message. The word ‘honestly’ when used in a marketing effort implies that everything else that you had said before that word is untruthful. The result is that it cultivates doubt in the minds of your potential customers.
2. Use ‘My’ Instead of ‘Your.’
For some reason, conversion buttons that have the word “Your’ have an over 24% less success rate of conversion than those that contain ‘My.’ It would appear that using ‘Your’ creates a negative connotation in the mind of the potential client. Ensure that you use it in an effort to grow the conversion rate.
3. Use of Words Associated with a Tragedy
For instance, if a major airline is involved in an accident, the press will no doubt mention the airline to which the plane belonged. The result is that people may begin dissociating themselves with it. If your brand suffers a negative incident, the best solution is to change the name.
4. The use of ‘Dark.’
In the age of political correctness, use a word such as ‘Dark’ for a product could have some negative implications. It may be deemed as racist, which could cause people to shun your products. Although sometimes it may only be one percent of your total sales, it could give your competitors an edge.
5. Use ‘The.’
Using ‘The’ implies that you have the ultimate solution to a customer’s needs. If you omit this word, it may imply that there are many other better solutions out there and you just picked some of them randomly.
6. Use the word ‘No Obligation.’
If you are seeking for an effective way to reach your customers, tell them that there are no obligations. It helps to create a positive image of your product in their mind. It is a win-win situation for them.
7. Avoiding saying ‘Obviously.’
When you use this word, it implies that you have a condescending attitude towards your customers. None of your customers likes to be talked down to. It implies that you do not think they are smart enough.
8. Avoid the word ‘Maybe.’
This word implies a lack of confidence. In the customer’s mind, it creates the impression that you do not care enough about your product or do not have faith in what it delivers. The word should never feature in anything you are trying to market.
9. Do not say ‘Discount.’
In many customers’ minds, the word is associated with something of low value. There are many other words which work better than this word. Try to use them as much as possible in lieu of this one.
10. Do not Mention Competitors
Instead of trying to compare yourself to the competition, simply tell your customers how your product will meet all their needs. If you mention the competition; that may be the only thing that your customers think about when they are done viewing your ad.
11. Avoid using ‘Forbidden.’
A terribly negative word is associated with restraint. Most customers will subconsciously become averse to your products if you use this word. Avoid using it at all costs.
12. Do not Call Your Target Audience ‘Customers’
The word customer implies that you only view them as a source of money. People like it better when you refer to them as ‘Clients.’
13. Using the Word ‘Pitch’ Has a Negative Connotation
When you say ‘Pitch,’ it sounds salesy. Most customers are averse to being forcefully sold anything. Thus, they will avoid your ad and disregard anything else you say.
14. Avoid Using the Word Commission
Although it is obvious that you may be getting something from the sale, you do not have to rub it in the clients’ faces. Simply sell the product without using the word.
15. Do not Say ‘Sign.’
Instead of asking customers to provide you with a signature, ask them to give you approval. It sounds more positive.
16. Do not say ‘Price.’
The word implies that they can get other prices around. Instead of getting the product from you, the ad will act as a prod for them to look for other similar products.
17. Avoid the word ‘Problem’ at all costs
When you use this word, it creates a negative connotation in the mind of the customer. They begin to associate your product with negative events.
18. Do not use ‘Buy.’
Buy has the connotation of being salesy. Instead of using the word ‘buy,’ use the word ‘own,’ in your ad. It has better implications for the ad. It helps the customers to feel like they are part of the product.