Another "Tired Word" Example
As you read this next story, you may be thinking, "I've read this before in a variety of sales literature." Well, you probably have and there's a good reason.
We are all
guilty of hanging on to the same old terms and phrases, and using
them over and over. (You know the culprits: Save, Cost, Profits, Few
Minutes of Your Time, Money.) The only way to break the trend and add
some life to your language is to constantly access some new ideas and
continually examine the problem to be sure you're not falling into
the same old patterns.
Instead of using tired words that have lost their pizzazz, try some other words with action. For example:
Rather than asking for A few minutes of your time, use words which stress that this is a venture the two of you are embarking on together. Instead of asking for time to present to the merchant, ask for some time to discuss and analyze the merchant's business strategy.
In the place of save, try slash, shrink, slice, trim, modify, eliminate, or salvage.
Instead of cost, how about expense, charge, waste, or burden?
Rather than profits, insert dollars, revenue, cash, income, or market share.
Finally, take a break from phrases such as, "With our service you can..." or "Our service will let you..." try substituting maximization verbs such as strengthen, intensify, boost, or build. For example, "With our custom program you will boost your sales and enhance your market share."
Inserting fresh action words in the place of tired ones is especially effective if you repeat what the prospect said and replace their hackneyed word or phrase with your new, invigorating phrase.
