12 Most Persuasive Words

It's not enough to have the best solutions for your prospect. You must also help the prospect believe you have the best solutions. The Twelve Most Persuasive Words will help you make that all-important leap from fact to belief.


Here's a riddle: What is a salesperson's most basic tool, there at the tip of the tongue, and yet one of the greatest enhancers he or she can ever use? The answer is simple: the word. The ordinary, everyday word can turn you into a dynamic, inspiring and persuasive communicator.
You don't have to know unusual or complicated words to speak persuasively. You don't have to have a limitless vocabulary or use big words to make a big impression. The important thing is to use language that is comfortable for you and use it in a creative, colorful way.
The 12 most persuasive words apply to all forms of communication: written, oral, inter-company and interpersonal. They can also be used in platform presentations and all interactions with your clients and staff.
The key to persuasive language is to recognize that words offer something more than their basic meaning; they have emotional content, too. If you want to persuade, you must search for language that has emotional appeal. While you're aiming in that direction, you'll find these 12 words (and their synonyms) coming to your aid over and over again:
1. Discovery
With shades of childhood treasures, this word conveys excitement and adventure. People like to be part of a team, to participate in shared activities. If you tell your clients or co-workers that you want to share a discovery with them, your enthusiasm will be contagious. Let them detect, find, uncover, recognize and realize the value of your ideas. It will be a real eye-opener.
2. Easy
Many people are basically lazy and will look for a quick, uncomplicated answer. Sharing it with them will certainly score points and open up channels of communication for you. "Simple," "straightforward," "uncomplicated," "easy to understand": All these terms reassure people that no hidden difficulties lie ahead. A very powerful statement is made by combining these first two persuaders and saying, "You'll discover how easy it is to get the help you need by working with our organization."
3. Guaranty
We are all reluctant to try something new because of the risk involved. Take away that fear by guaranteeing a sure thing, and you can sell the points you're trying to make. Assure your clients and staff that if they should have any questions or problems, you'll be there to help them out.
4. Health
Self-preservation is a great motivator. Let people know how your excellence and professionalism will relieve their stress and reduce their fears.
5. Caring
Accountants deal with money, which they may think is not an emotional subject. Today, however, customer service is the number one corporate concern. Every business needs to show that it cares. If you want to persuade people, retain clients and staff, let them know you are interested in their needs and desires and that you care about them.
6. Money
People react perceptibly at the thought of saving or making money. Who doesn't want to save money, get a bargain, take advantage of a golden opportunity or profit from an idea that will pay big dividends? Everyone does; use these phrases wisely and watch your investment in words pay its own big dividends.
7. New
An important part of your business is keep up with changes in the law, as well as with the latest technology and computer programs. Clients want to know about new products and programs that are available to them; they also want to feel that they are working with people who are well-informed and up-to-date.
8. Proven
Assure clients that what you're selling or promoting has already been tested and given the go-ahead. Although everyone likes things that are new, they also want to know that they're not taking too great a risk. Let them know your claims have been proven by experts and authorities.
9. Results
This is the bottom line -- where you tell people about what they get, what will happen, etc. Results are what really count. Let clients know right up front that they can count on you, your product or your service to produce the results they need and expect.
10. Safety
Unless your customer has a death wish, the idea of safety is very comforting. Guarantee your customers' peace of mind. Offer them full protection, total security; let them know you will protect their valuable investment. Take away the guesswork and the needless worry.
11. Save
Even the wealthiest people shop for bargains. Why? Because everyone likes to save. It's not just about money, though: People also want to hear about saving time and energy.
12. You
I've saved the most important word for last. Persuasive salespeople personalize their presentations and use this word often. You can't stir up excitement if you don't address your customers directly. Anything you say that can personalize your sales approach, make your customers feel special and show that you're looking out for their best interests will gain you significant results. And that's really what persuasive selling is all about.