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Keywords to Avoid in Marketing: Optimise Your Sales Communications

Language is incredibly important when liaising with your customers and clients, making it essential to be aware of and exclude certain negative phrases that may impact sales conversions. In this article, we explore ten keywords that are critical to avoid.

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Certain words and phrases can have a negative impact on sales conversions as they may create doubt, resistance, or confusion. It’s important to choose language that builds trust, conveys value, and resonates positively with customers.

Here are ten words/phrases to be cautious about in sales communication and why:

The Top Ten Negative Keyphrases in Marketing

negative keyphrases can reduce sales success
  1. “Cost” or “Price”: These terms may trigger a focus on the financial aspect rather than the value of the product or service. Instead, use terms like “investment” or “value” to emphasize what the customer gains.
  2. “Contract” or “Commitment”: These words can imply a long-term commitment or a binding agreement, which may make customers hesitant. Use softer terms like “agreement” or “partnership” when discussing terms.
  3. “But”: The word “but” can negate what was said before it and create a sense of contradiction. Instead, use “and” to connect ideas or provide alternatives in a more positive light.
  4. “Can’t” or “Impossible”: Negative words like these can convey limitations and may discourage potential customers. Focus on what can be done or offer alternatives to keep the conversation positive and solution-oriented.
  5. “Unfortunately”: This word can introduce a negative tone and signal disappointment. Instead, frame information in a more positive way, offering alternatives or solutions.
  6. “Cheap”: While it may refer to affordability, “cheap” can also imply low quality. Use terms like “affordable” or “cost-effective” to highlight value without suggesting inferiority.
  7. “Guarantee”: Overusing the term “guarantee” can make customers sceptical. Be cautious with absolute claims, and if applicable, provide evidence or testimonials to support the guarantee.
  8. “Try”: This word can indicate uncertainty or lack of commitment. Instead, use more confident language, such as “experience” or “test out,” to convey a positive and proactive message.
  9. “Problem” or “Issue”: These words can introduce a negative tone and may make customers uneasy. Use more neutral terms like “challenge” and focus on presenting solutions.
  10. “Limited” or “Restricted”: These words may create a sense of scarcity or inability, which can lead to hesitation. Instead, frame information positively, emphasizing exclusivity or special opportunities.
optimal marketing officers for sales conversions

In sales communication, the goal is to inspire confidence, address concerns, and showcase the positive aspects of the product or service. Being mindful of language choices and opting for positive, solution-oriented terms can contribute to a more effective and persuasive sales approach.

Please feel free to contact us anytime if you have any questions or like to discuss your needs at 1300 562 250.

For more marketing advice and observations, please take a look at our pieces on “improving your sales pitches and conversions” and “the benefits of outsourcing lead generation“.

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