Words are not just their definitions; words carry emotional baggage. Here some words to never use in your business!
Example: “Over the next hour, I will teach you…”
Why customers hate It: “Teach” conjures an image of a grade school teacher droning on about something that’s not very interesting.
What to say instead: “In this webinar, I will share…”
Why this works better: “Share” implies that what you’ve got to say is valuable enough to consider keeping to yourself.
Example: “During this session, you will learn…”
Why customers hate it: “Learning” something takes time and energy, both of which are in short supply in the business world.
What to say instead: “During this session, you’ll discover…”
Why this works better: “Discovering” something is usually a happy accident that doesn’t require much effort.
Example: “If you’re interested, I can provide additional details.”
Why customers hate it: “Details,” by definition, are unimportant and trivial. Why would anybody be interested in them?
What to say instead: “If you’re interested, I can share additional insights…”
Why this works better: “Insights” are unique and valuable. How could anyone not want more of them?
4. “Case Study” (OK, this one is two words)
Example: “Our website has case studies showing how…”
Why customers hate it: “Case studies” is academia-talk and reeks of tedium. The word “study” implies time and effort. Ugh. The word “case” implies legal action. Double ugh.
What to say instead: “Our website has success stories of how…”
Why this works better: Storytelling is what makes us human. Everyone likes hearing a story with a beginning, middle, and happy ending (“success!”).
Example: “We offer a money-back guarantee…”
Why customers hate it: The term “guarantee” has been “fine print” abused for so many years that it smacks of hucksterism.
What to say instead: “We will refund your money if…”
Why this works better: “Refund” is an actual promise of what customers can expect if they’re not satisfied.