The right words make a massive difference to the impact of your message
Back Posted on 06 Mar 2015
A simple but powerful example
Some writers can tug on your heart strings and toy with your emotions just by choosing the right words.
The video below is just under two minutes and demonstrates the power words have on your audience's emotion:
The Power of Words video by Purple Feather featuring a blind man asking for help on the street in Glasgow.
You need to hit on your audience's emotion
The same principal holds true for the text you use on your website, marketing material and social channels.
If you succesfully provoke your reader's emotions you'll receive a far stronger response.
A real world example
Energy efficiency company Rhino recently updated their tag line.
The original version focused on Rhino themselves and their skillset. Getting the focus wrong is easily done say if you design your own logo but the result feels selfish on a subliminal level.
The new version is focused on the customer and the benefits they will gain from working with Rhino.
The difference is subtle but very effective:
Before
After
Which version leaves you with a better feeling when you read it?
The big players do this too.
British Gas don't sell dirty, unsustainable fossil fuels, they look after you:
Further Reading
- The 5 Most Persuasive Words in the English Language
- 50 Trigger Words and Phrases for Powerful Multimedia Content
- 317 Power Words That'll Instantly Make You a Better Writer
Credits
The Power of Words video - created by Purple Feather, produced by Seth Gardner. Rhino branding by Click2Convert.