Your content should invoke emotion and influence readers to take an action. Email campaigns, in particular, are the highest performing type of content that proves to be very efficient in nurturing leads, according to a survey by the Content Marketing Institute in 2020.
Also read: $16,500 Sales From Email Marketing
What’s more is that according to Marketing Mag, personalised emails have a 29 percent higher open rate and a 41 percent higher click rate when compared to generic content marketing. There were approximately 4 billion email users across the globe as of 2019.
You might like: The Ultimate 7 Step Guide To Email Marketing and Four Salient Steps To Creating Email Campaigns That Convert
Content remains king and these are the top seven magic words that should help you connect with your audience and articulate your message effectively.
1. SHOULD
Using the power word ‘should’ in your content can make the readers feel like their desired outcome is within reach. It’s as if you’re telling the audience that if they don’t do something about it, they might regret not taking the offer or clicking on the email.
Using the word ‘should’ helps create an aspiration by making your readers realise that good things are about to unfold if they will take an action immediately. While you are telling them what to do, this magic word still gives the receiver the freedom to take action.
The concept is similar to the Andy Dufresne Principle from The Shawshank Redemption, where people are free to make a decision, and the utter need to get redemption.
The word ‘could’ might also be another option, but using ‘should’ in your copies is better.
Ex: You could win $1 million vs. You should win $1 million
2. YOU OR YOUR
According to Accenture, 91% of customers are more likely to purchase from a company that provides offers relevant to their needs.
The undeniable truth is: Your clients only care about how you can help them. Thus, using the word YOU should always be relevant to THEM. In fact, at least 5% of your copy should be comprised of YOU or YOUR.
3. ALREADY & STILL
Using the words ‘already’ and ‘still’ should empower your customers by making them feel that they’re a step ahead. They should help demonstrate that you empathise with their situation.
ALREADY is synonymous with congratulating your readers for a step taken but at the same time reminding them effectively that another step is necessary to complete the goal. STILL, on the other hand, signals a lack of progression in spite of the step taken.
Powerful, right?
Ex: You already understand that wellness is the new luxury in real estate.
You still think that luxury remains king in real estate.
4. COLONS AND LINE BREAKS
Using colons and line breaks in your emails, ads, and pages is an efficient technique if you want your audience to keep reading. It’s a bucket brigade that helps open a curiosity gap.
Colons and line breaks are not simply ways to introduce a list in your copies. They are actually more of a trigger that encourages readers to stay attentive line after line.
Ex: $275 Billion Dollar Industry: Wellness Real Estate
5. TRUTH OR FACT
It’s no secret that most of us decide based on emotions. In fact, 81% of consumers buy based on trust.
Word choice can significantly help in making a decision appear more logical than emotional. “In fact…” and “The truth is…” should provide robust support to your argument or point.
6. EVEN IF
Using the words EVEN IF helps demonstrate your expertise. Despite the objection, these powerful words make them feel that you understand your audience and only want what’s best for them.
Ex: Even if you never had experience with creating a landing page before…
Even if you’re terrified of email unsubscribes…
7. (BLANK) Whatever your prospect is repeatedly saying
This technique is a word mirroring that allows you to spark interest and emotional connection with your target audience. This is why property developers with a sales background are so great. They possess Intellectual Property and deep buyer insights, which are key to not only creating desirable properties but also connecting with potential buyers. By actively listening to buyers through the years, they have learned who they are, what they’re willing to pay a premium for, what they hate, what gets their heart pumping, and WHY.
