Rudyard Kipling said “Words are, of course, the most powerful drug used by mankind”.
While, Aldous Huxley reckoned “Words can be like X-rays if you use them properly — they’ll go through anything. You read and you’re pierced.”
And, these two literary greats summed it all up in a nutshell.
Your words need to be, as Huxley says like X-Rays, in that words invoke and engage emotion and gain a reaction, something readers remember.
It’s not just a case of having two words, which essentially have the same meaning, and just randomly picking one.
Getting the right word is determined by the level of the emotion that the word evokes.
The correct words can ignite like fireworks in a customer’s imagination. Words need to be used in a way that readers are seeing it, touching it, smelling it, living it.
So, basically, the right emotional trigger words take the same basic message to much higher and more powerful levels.
The words alongside your business, the slogan, your website, adverts, advertorials and even social media, all reflect back on how people see your business and understand what you are offering.
One “biggy” is to avoid jargon. Think of it as a child – or indeed anyone with absolutely no knowledge or interest in finance and business – being handed a copy of the Financial Times. They can read most of the individual words, but the text will be meaningless.
Or if you meet up for a friend and their work colleagues for drink and their chitter chatter is peppered heavily with jargon, do you feel included and have a good time? The chance is you won’t.
Jargon is essentially technical language for people who share the same knowledge about a subject area to refer to concepts quickly.
Great, if you are targeting at a niche market.
But a reader with no background knowledge will have no clue about the jargon you are using, but it might be that to a business owner looking to enhance their office computer systems, but, as a photographer, they have no knowledge of computers, they will not know that ERP would be a great asset to their business.
See the point?
So, unless it is made clear to them a) what it actually is and b) what it would do for their business, they will click away until they reach a website which gives them, in plain English, the information they are searching for.
If you get the words right, then as Kipling implies, they can be a powerful in getting your business noticed.
What your business offers is important, but you don’t want readers of your website to click to another page and forget about that fantastic product you know you can offer them.
But they do not know how it can make a difference to their lives unless you tell them, and to trigger the right action, you need the right words.
Filling your website with content may be great for getting you up in Google rankings, but you need to utilise this, get the people to your site, keep them looking, get them interested and get a sale – that’s why you have a website after all isn’t it?
Tips for your website:
- Don’t just fill it with any old rubbish.
- Why not create a blog, give your company a voice that people will become familiar with.
- Perhaps think about articles on topics related to your business. This could be general advice, or even news surrounding the industry.
- Consider getting a copywriter. It may seem an additional expense, but it could easily drive your sales and you could see the return ten fold.