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Words That Sell| Article #75 : 10 WORDS THAT SAY BUY – PART 9

In this installment of "10 Words That Say BUY" we're going to focus on one of the most important words that you can use in your advertising campaigns. As a matter of fact it's so important, I've already used the word twice. That's right. Go read this sentence again up to this point...I'll wait...Figure out what it is? That's right. It's the word "important."

We live in a very fast paced world. Everything has to get done yesterday. There's literally no time to do all the things that we have to do. As a result of this hectic life we live, we just can't be bothered with things unless they are, you guessed it, important. That's why when you turn on the TV and you're in the middle of watching your favorite show, should the station break in with an announcement, you'll almost always hear the word "important" or "urgent" or something along those lines. That way, YOU know that what you're about to hear is something that you just might want to stick around for, even if you are annoyed that your favorite show has just been broken into.

So, how can we take advantage of this in our advertising campaigns? Well, there are several ways. The first is in the actual subject of your ad, especially if it's an email ad. Lots of people don't open email ads because the subjects are just too blah. So if you want to capture somebody's attention with an email ad, just use the word important or urgent in your subject line. Maybe something along the lines of, "URGENT News About..." or "Important information about..." Subjects like those are certainly going to get somebody's attention.

Of course, after you've captured them with that subject, you want to reinforce that subject in your email content. You might start off by saying something like "It is important that you read this message through to the end. It contains..." and so on. This way, you've reinforced in the person's mind that if they don't read the entire email message, they may be missing something. Nobody wants to miss out on important information. We're kind of paranoid that way. The fear of missing out on something important makes us do things that we don't normally do.

What about the meat of the ad? Well, if we have a product or service that we are selling, we want to use those words there too. You might say something like, "It is important that you understand how vital this product or service is to YOUR business..." and so on. You need to stress to the person reading your email that if they don't have this product or service they are going to be missing an important part of whatever it is they are trying to accomplish, solve, do, or whatever.

When people think that something is important, they are more likely to act on it. So the next time you do an ad campaign, make sure you use the word important in it. Don't overuse it. Maybe 3 or 4 references in the whole ad should be enough. You'll be amazed at the results.

Yes, it is very IMPORTANT that you do this.

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