Changing just one word

Words matter. Anybody who uses paid search advertising knows this all too well. Change one measly word in your Google Adwords text ad, and it's astonishing how many more or less people click on your ad (or how wildly you affect your conversions),  just by changing one word!

And because Google's technology allows us to measure the difference that changing just one word can make with such incredible precision, Adwords guys are obsessed with picking and testing the right words. 

But just because you live in a world where results aren't as easily measured, doesn't mean this "one word" phenomenon doesn't exist.

That cold call sales script you have...did you ever think that by changing just one word, you'd convert more sales?

That billboard on the highway...would changing just one word get more people to take your exit?

What about your personal voicemail message?  Changing one word might might make strangers think you sound like a nice guy...instead of like a jerk.

Just because it's not as easily measured, doesn't mean you don't have to think about it.

Comments

[Michael Miello]

To me, the main issue is relevancy. If attempting to change a word, then that word better be pushing you closer to the customer. So what does that imply? Utilizing the language/the "slang" that the customer understands better. When words are easily interpreted, it becomes easier for the customer to positively react.

I still believe that strong content rather than focusing on keywords will ultimately gain more interest/more customers

[Ed Wheeler]

I think this is very true.

I'm excited to see how the direct selling world is going to change in the next few years.

I think that many advents of the SEO / Internet Marketing world will be applied to the direct selling world in the near future.

Not necessarily to the point of tweaking sales scripts per say, but to the point of the relationship/direct selling role moving to that of managing a relationship of connected systems, as opposed to filling the "paperwork gap".

[Bob Redpath]

So true -- but so much easier to understand than to master (NOT to say that we shouldn't continue to try). It's something to be considered in the online world EVERY moment -- the titles of Blog Posts and the categories or tags you attach matter if you want people to be able to search for you. Adwords, metadata...

It sounds so simple, the right word. But the differences between a "good" word and the "right" word can be staggering.