How to Coach Yourself and Others How to Influence, Persuade and Motivate

Sixteen Attention-Grabbing Words With so many words in the English language to pick from, you must be very particular about which ones to use. Some will grab attention more than others. The following sixteen words are commonly used to effectively sell a product:[9] Benefit Money Easy New* Free* Now Fun Proven Guarantee Results Health Safe How to Save Love You/Your *Always pulls best Among all those on the list, the word "free" always gets attention anytime it is used. Suppose you were in charge of designing and wording the fliers your company is planning to send out in three weeks. Which phrase would you use? 1. Half price! 2. Buy one — Get one free! 3. 50 percent off! Each of the three denotes the exact same offer, but the second phrase is the most effective. In fact, studies have shown that phrases using the word "free" outsell other phrases stating the exact same thing, only in different terms, by 40 percent![10] "New" is another big word. Think about its use in politics. For Franklin Roosevelt, it was "The New Deal"; for John Kennedy, it was the "New Frontier." Then there were Ronald Reagan's "New Beginning" and Bill Clinton's "New Covenant." Politicians aren't the only ones selling with the word "new." Think of all the times you've seen advertisements proclaiming "introducing," "all new," or "first time ever." 279

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