Magic Selling Words
Jay Conrad Levinson believes that there are magic words and tragic words that can boost or stifle our sales presentations. He describes them in his book “Guerrilla Marketing Excellence – The 50 Golden Rules for Small-Business Success.”
Levinson lists three dozen magic words that are proven to generate attention, interest, and sales. Among them are
There are a dozen and a half tragic words, including
“Deal” is another of Levinson’s tragic words. I agree, and I see the word “deal” too often on software developers’ websites. When you offer your prospects a deal, they might doubt your honesty. Instead, describe your software accurately and positively, and make your prospects an offer. But don’t call it a deal.
“Cheap” is another word that microISVs use on their websites to describe their software applications. Your program may be affordable or inexpensive. It may be a bargain. But never say that your software is cheap.
There are other words and phrases that will cause prospective buyers to leave your website without making a purchase. Describing your program as “a software” is a real mistake. No native speaker of American English or British English would say “a software” in their marketing message.
Similarly, don’t insert an adjective into the phrase and think that you’ve solved the problem. It’s okay to say that you offer powerful software or innovative software or easy-to-use software. But don’t say that you offer a powerful software or an innovative software or an easy-to-use software. Using any form of the expression “a software” reveals that English is not your first language, and that your user manual and email support may not be easy to read or understand.
There are other tragic words that software developers use to lose sales. Techie words are a turn-off for many prospects. Use short, common words to form short sentences. Clarity will sell much more software than techno-babble will.
In his book “How to Become a Marketing Superstar,” Jeffrey J. Fox said
Technology does not sell; marketing sells. The equation for success for technology-based new products is 2 percent technology and 98 percent marketing. Don’t depend on fantastic new technology to sell itself. Nothing sells itself.
– by Al Harberg, the software marketing guy