WORDS MAKE A DIFFERENCE:
Researchers now know that humans are hardwired to associate sounds and words with images. We have an instinctual reaction to words that goes far below our surface awareness. This is why when using emotional design to create a website, both words and images are extremely important.
THE FIVE MOST PERSUASIVE WORDS IN THE ENGLISH LANGUAGE
Based on a great deal of studies, Marketing Strategist Greg Ciotti of Help Scout accumulated a short list of the most persuasive words in our language. They are:
You
Free
Because
Instantly
New
Brain activity research bears out the truth of the power of these words. It’s easy to see why ‘you’, ‘free’, ‘instantly’ and ‘new’ might hit home, but what’s so special about the word ‘because’?
BECAUSE
Psychologist Ellen Langer conducted a fascinating study. A researcher asked to cut in line at a copy machine using three different questions:
“Excuse me, I have five pages. May I use the Xerox machine?” – 60% said OK
“Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?” – 94% said OK
“Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?” – 93% said OK
The third question doesn’t even make sense, but it contained the trigger word ‘because’ and scored only 1% less than the question that did make sense.
People need a “reason why”, so give it to them.
Email us at hello@21thirteen.com or call us at 646 808 0249… because we know things like this.
I look forward to seeing you at the Author101 University event at the Concourse LAX, October 20-22, 2016. We’ll be there to answer questions and help you in any way we can.
