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Words That Sell| Article #1: 10 WORDS THAT SAY BUY – PART 10
In our final installment of "10 Words That Say BUY!!!" we're going to look at one of the hottest buzz words in the industry, any industry for that matter because this is the one word that keeps us all interested and excited about the things we purchase. The word is "new."
Do you remember when you were a kid and the latest toy came out? I remember when I got my first G.I. Joe. He didn't come with much. It was just the figure and the uniform. No weapons or anything. And then they came out with the accessories package. I remember getting my first M1. It was so cool.
Eventually over time though, the soldier G.I. Joe just didn't thrill me like at the beginning. Oh it was still fun to play with, but the thrill was gone.
And then they came out with the Marine. Man, what a cool uniform. And the weapons were the best. But the coolest new thing they came out with was the space capsule. Remember that? I mean there was just nothing more cool than that...
See where I am going with this? New is what keeps our blood boiling. Imagine if we got our first video game for PC and it was really great, but nothing else came out and all we could do was play that same game over and over. Eventually, that game would become...what's the magic word? You got it. Boring. And when we get bored with things we tend to look for...what's the magic words? You got it again. New things.
It has been this way for me for as long as I can remember. In my case, unfortunately, I get bored with something usually within hours. You can imagine what MY video game collection looks like.
The point is, everybody likes something new. As soon as most people even just hear that word their ears perk up. Why do you think it is that car dealers have big year end clearance sales? So that they can roll out the new cars for the coming year. And did you ever notice how many people, some with cars only a year old, are standing in line waiting to trade that one year old car in? Why? Because it's old. Hey, it says it right in the description of the age of the car. One year old.
So how do we capitalize on this? Easy. Got a hot new product? Go tell people about it. Tell them that it's new. Make it as clear as day. Just out of curiosity, because it's new, they're going to check it out.
What if your product is not new? There's a way to take care of this. Add something to it. It doesn't have to be anything fancy. Just add something to it that makes it new. This way you can say something like "New Features!" People are going to check out what those new features are, especially if they have an older version of your product. Even if that older version works fine, many will buy the new version just because it's...what's the magic word? Right. New.
The word new is what keeps us all from going clear out of our minds with boredom. So take advantage of it with your next ad campaign.
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