Everyone loves a good story. Good storytelling requires concrete details. Straightforwardly true. But is B2B listening?
I recently read a consumer research article, published in July 2020, about how language shapes consumer behavior. And it’s not a psychological trick. Or a persuasion technique. Or some marketing-speak that bears no resemblance to the present B2B world.
Gathering evidence from “five studies, including text analysis of over 1,000 real consumer-employee interactions, demonstrated that customers were more satisfied, willing to purchase, and purchase more when employees speak to customers concretely.”
What?!
Express yourself concretely and get more sales? Simple word choice is a game-changer. Really?
Yes, really!
So can we apply this language tip to shape the attitudes and behaviors of our web visitors? Sure we can. Let me share details about concrete details.
Continue reading Wake Up, B2B! Use Concrete Phrases to Sell More Today
When I rewrite my drafts, sometimes I get impatient. I cross out filler words and clichés and still, the content is blah. The words I use are so boring that I’m easily distracted by our family cat, Coco, or the contractors pounding on the roof shingles of my neighbor’s house across the street. (Do they need to pound at 8 o’clock in the morning?)
All those ideas swimming in your head are finally on paper. The draft of the sales copy is saved in a file. You wrote your email. A chapter of the book has been written. You realize you’re not done, but it feels good to have completed the first draft.