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Words really mean something

The Power of Words

By Dan Furman

Words are extremely powerful. The better you understand this, the better a businessperson you become.

And the more successful you are.

Now, it's easy to use examples of famous speeches or documents to talk about words, but I'd rather use something a businessperson better understands: The Bottom Line.

Using the right words can have a dramatic effect on your leads, your inquiries, and your sales.

Want proof?

I run small ads for my writing business. As an experiment, I toyed with the words in the ads (mind you, these are tiny, three line ads on google). I found that changing one word can change the response-rate tenfold.

ONE STUPID WORD!!

Here's another example:

Outside my house, I have a huge oak tree. It's about 80 years old, and at least 50' tall. I get it trimmed every few years so it doesn't have any heavy branches over the driveway or my deck.

My usual tree guy retired, so the other day, I looked in the yellow pages to call someone. There were maybe ten different quarter page ads to choose from. I looked at them all, but one really caught my eye.... actually, it wasn't so much the ad, but a single word in the ad:

Precision.

The ad said "We handle your tree trimming needs with the utmost care and PRECISION." Boy, that's the word I wanted to read - this tree is over my house. It's not an easy thing to trim. Precision is precisely what was needed.

This guy got the call and the job.

One simple word separated him from all the rest. All the ads said stuff like "in buisness thirty years... insured... reliable... blah blah blah...". All the standard stuff.

But his ad got me to call. Because of one word.

That's power.

Edit 4/25/2005 - Now if he'd only show up. *sigh*

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