Buckaroo BVGN - February 2007

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FREE eNewsletter Volume 5, Issue 2

February 2007

The Power of Words

How often have you heard an advertisement that completely turned you off? Or on the flip side, the advertisement left you with a resounding “COOL” and “I need that!” In light of our Indianapolis Colts winning the Super Bowl Championship, how many of the commercials during the telecast do you remember? More importantly, what feelings or emotions were evoked?

One of our clients struggled with getting a response to a newspaper advertisement. Typically, if you purchase advertising space the newspaper helps you create your ad for “free”. So after quite a few dollars (and two weeks later), my client decided to get a second opinion to the ad's less than stellar response. We worked with our client to simplify the message and incorporate more powerful trigger words in relation to our audience – the result, a huge success!

Knowing your audience is an important part of the creative and marketing process.

We are bombarded daily by messages from the TV, radio, Internet, newspapers, palm pilots, telephones, email and people etc…Sifting the chaff from the wheat can be a challenge.

Knowing your audience is an important part of the creative and marketing process. Here are a few sample word choices that can create a different impact depending on your message and placement:

Intellectual Words vs. Emotional Words

Accelerate		Speed Up
Wealthy		Rich
Intelligent		Bright
For		Because
Completed		Finished
Reply		Answer

Words That Can Boost Response

(Be careful not to use in the subject of your email because many of these can and
will trigger a spam filter. Best used in body copy only.)

Free		New
Save		Proven
New		Discover
Guaranteed
Introducing

Words That Can Poison Your Copy

Decision		Sell
Death		Failure
Cost		Bad
Difficult		Loss
Order

Know Your Audience

A general Business-to-Business profile:

•		This buyer wants to buy. Always on the look out for information and advice that can help them do their jobs better, increase profits and advance their career.
•		Sophisticated Audience. High interest and understanding your product. More research required. Superficial copy and oversimplifications will not work.
•		Wants Information.
•		Multi-step Process: Most Business-to-Business buying decisions are made after the 7th or 8th contact.
•		Multiple Buying Influences: Team effort vs. individual decision with a consumer. Typically not an impulse buy.
•		More Complex Products: Half the battle is explaining quickly and simply what your product is, what it does, and why they should be interested. While your product may be complicated your copy should be simple and straight forward.

Be Visible. Get Noticed.

For more information, contact Buckaroo Technology Group by calling us toll free at 877.344.0290 or 317.845.0830 or click here.

Final Thought...

"But words are things, and a small drop of
ink, falling, like dew, upon a thought
produces that which makes thousands,
perhaps millions think."

Lord George Gordon BYRON
English Poet (1788-1824)

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Buckaroo Technology Group Incorporated
7987 Wolford Court, Suite 200
Fishers, IN 46038