The power of words and the advertising message
The main objective of any advertising campaign is to capture the imagination of consumers through a more attractive thought than the one that is presently occupying his or her mind. That thought must then direct the consumer to take action. All this can be done with the power of words.
Contrary to what most people believe, we don’t think in words. The human mind is actually composed of mental images.
Mental images are made up of elements of sight, sound, texture, color, smell, taste, opinion and humor.
The purpose of the advertising message is to get people to picture themselves doing what we want them to do. We accomplish this through introducing a series of mental images, presented in such a way that they form a powerful reality in the minds of consumers. By opening and closing your advertising messages with strong mental imagery, you will increase their relevance and bring the consumer closer to taking action. Finally, end your advertising message with a mental image where the consumer is actually performing the desired action.
[Pullquote align = “right” cite = “” link = “” color = “” class = “” size = “”]From the beginning of creation, with the phrase “Let there be light!”, we have experienced how powerful words really are.[/ pullquote] The most powerful way to present this series of mental images, regardless of the media used, is to understand and implement the power of words. From the beginning of creation, with the phrase “Let there be light!”, we have experienced how powerful words really are. Words inspire, destroy, reaffirm, build and persuade.
Here are some practical ways of maximizing the power of words in your advertising campaign. Use them to create mental images that communicate effective and efficient advertising messages.
1. Maximize the use of verbs:
Use present tense verbs in order to gain the consumers’ attention. Don’t tell them what happened or what will happen. Let them know what’s happening right now. Verbs convey action and give life to the scenes we want to communicate. Use captivating verbs — the better the verb, the stronger the message.
2. Address your audience directly:
Refer to the consumers as “you.” This way, you’ll place them in the middle of the action. And you’ll involve the person who is most important to them — the consumers themselves — in what is going on. This way it will be much easier to capture their imagination.
3. Increase the anticipated price:
In the eyes of consumers, value is simply the difference between the anticipated price and the price on the label. Through the power of words we can raise the anticipated price and subsequently the value of our product or service. Consumers will expect a higher price than the one that actually appears on the label. They thus receive a very pleasant surprise and their chances of becoming a repeat customer increase. The possibility that they recommend your business to family and friends increases as well.
4. Be innovative:
Present a new perspective, using unpredictable words in unusual combinations. Replace common phrases in your industry (or business in general) with other unexpected, colorful, interesting and daring expressions. Always ask yourself if there is a different way of communicating any concept.
5. Show. Don’t tell:
Advertisers often claim to have what the consumer wants but do not present any tangible evidence in this regard. To keep the audience’s attention, use shapes, colors and names of things. Use the power of words to form clear and strong mental images.
6. Communicate emotions and feelings:
Choose the emotion you wish to communicate. Think of all the words and phrases that are associated with it. Then, incorporate them into your writing.
7. Be specific:
The specific is more credible than the general. Special attention is required to describe something that you want the listener to imagine in a specific way. Take your time to describe something that is of interest to the consumer.
8. Keep the rhythm:
Match the rhythm of your writing to the feelings you want to convey. Use little punctuation to inspire a sense of excitement and speed. Provide movement through short sentences. Use verbs and words that show mobility. On the other hand, to convey a relaxed feeling, use an abundance of punctuation and much longer sentences. Include plenty of description. Pay close attention to all the details you wish to show.
So, go on! Use the power of words and watch your company prosper!