Shop window with "Big Changes" instead of "Sale" in the sale.

The power of words: How to convince more customers with the right wording

The language you use in your company has a direct impact on your success. Words shape our perception - they decide whether a message creates trust or triggers uncertainty. Especially in marketing, the choice of words is crucial, as it influences whether potential customers feel addressed or become sceptical.

However, many retailers and companies communicate their offers or changes in a way that unintentionally has a negative effect - and this can lead to customers dropping out. With the right strategy, however, it is easy to prevent prospective customers from turning away.

Why positive wording leads to more sales

The human brain processes negative information more intensively than positive information - an effect known as negativity bias. If a message emphasises uncertainty or problems, we perceive it as a threat and store it more permanently. It is therefore crucial that companies formulate their messages consciously in order to evoke the right associations.

Another important concept is the framing effect. It describes how people evaluate the same information differently depending on whether it is formulated positively or negatively. For example, a treatment that is described as having a "90 % survival rate" appears safer than one with a "10 % mortality rate" - even though the content of both statements is identical. In marketing, skilful wording therefore makes the difference between a message being perceived as an opportunity or a problem.

Studies show: Good communication increases sales

The right choice of words has direct economic benefits. A study by Forrester Research shows that companies that utilise customer-friendly communication achieve an ROI of up to 700% over twelve years. Companies that use clear and trustworthy language in every area - from advertising to customer service - are particularly successful.

According to an analysis by Zendesk, a 5% increase in customer retention rates leads to a 25 to 95% increase in sales. The language you use is a key factor in whether customers stay or churn in the long term. Another study by Mailchimp shows that unclear or negative terms reduce customer trust. Those who rely on a precise, positive choice of words benefit from long-term customer loyalty and increasing brand loyalty.

Typical wording traps and better alternatives

In our day-to-day dealings with our customers, we see time and again how phrases are unintentionally chosen that are more reminiscent of failure and cause the customer to doubt. It has direct economic consequences. Here we would like to look at a few classic cases

1. Relocation or reorganisation

A company relocates or changes its business model in order to offer its customers better services or an extended range of products. This is not uncommon in everyday business life. Digitalisation, for example, raises the question for every retailer at some point as to whether a bricks-and-mortar shop or branch is still profitable or whether they should focus more on digital retail. A change of location is also becoming increasingly relevant, as the major city centres with their high rents no longer offer the advantages they once did. The internet has simply changed the basic situation for retailers and as an entrepreneur, you have to put this to the test.

But what do you do when you leave a location? You try to sell off as much merchandise as possible to make a relocation or reorganisation as efficient as possible. We then come across this formulation again and again

Typical formulation: "We are closing our business."

Problem: This statement sounds final and could lead customers to believe that the company no longer exists. In many customer surveys, we have repeatedly found that even a second half-sentence "You can now find us at location XY" or "We are now more accessible to you digitally" does not change this. The second statement is hardly noticed, the first statement, which is also worded negatively, sticks. This is how rumours of business closure arise

Better alternatives:

  • "Now even more convenient - there for you online!"

  • "We're growing digitally - discover our expanded range!"

  • "New concept, same quality - we are still available for you!"

These formulations focus on the benefits for the customer and prevent uncertainty. It is important to communicate the important positive features right at the beginning of the sentence. The customer's short attention span must be immediately focussed on the benefits.

2. Product range change or clearance sale

A company renews its product range and offers special promotions. Customers should seize the opportunity, but without panic or mistrust. What used to be the classic winter clearance sale is quickly misunderstood today due to the large number of business closures.

Typical phrase: "Everything must go!"

Problem: Sounds like business closure or insolvency, even if it's just a regular changeover.

Better alternatives:

  • "Look forward to something new - get your favourite items now!"

  • "The new range is coming - last chance for your bargains!"

  • "Take advantage of great offers - we're making room for fresh ideas!"

Here, enthusiasm is aroused instead of causing concern. At the same time, customers are attracted to the shop. If the new range is already available, this is a powerful customer magnet.

3. Adjusting opening hours

A company adjusts its opening hours to respond more flexibly to customer wishes. This is happening more and more frequently as staff are becoming increasingly difficult to find and customers' desire for personalised advice is growing. However, if communicated incorrectly, this can be perceived as a restriction.

Typical wording: "Changed opening hours."

Problem: Sounds like a reduction and could unsettle customers.

Better alternatives:

  • "Now even more flexible - we adapt to your needs!"

  • "New times, same service - we look forward to seeing you!"

This puts the benefit for the customer at the centre.

4. Price adjustments

Price changes are part of everyday business, but the way they are communicated determines how customers react to them.

Typical wording: "We are increasing our prices."

Problem: Sounds like additional costs and can put customers off.

Better alternatives:

  • "We invest in quality - your favourite products with even more value!"

  • "So that we can continue to offer the best service, we are adjusting our prices slightly."

Here it is emphasised that the price adjustment is linked to improvements.

Successful wording: your checklist for better communication

  1. Avoid negative terms: Our brain stores negative information more intensively. Replace terms such as "close" or "problem" with positive alternatives.

  2. Emphasise benefits instead of losses: Instead of "We are reducing our range", say "We are optimising our range for you!"

  3. Address customers directly: Phrases such as "Available for you now!" or "Experience the difference!" create closeness.

  4. Use emotional language: words such as "Look forward to...", "Discover..." or "Enjoy..." activate the reward system in the brain.

  5. Think from the customer's perspective: What emotions does your wording evoke? Would it appeal to you as a customer?

  6. Use psychological principles such as the framing effect: formulate your messages in such a way that they provide a positive framework.

Conclusion: How to use your language in a targeted way

Language influences perception and purchasing decisions. A well-chosen choice of words makes the difference between an unsettled customer and one who is looking forward to a change. Companies should actively optimise their wording to build trust, inspire their customers and ensure long-term success.

Want to further improve your communication? With TYRIOS, you have all the tools you need to take your marketing into your own hands and achieve professional results. Benefit from automated processes, flexible design options and a solution that optimally supports you in your daily customer communication.

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