Originally published October 2007, Today's Garden Center

Not the ‘you’ you, but the ‘them’ you…
Discovering the 10 most powerful words in advertising.

This is important information that you need to know. Once you understand the impact that these words have on your customers, you’ll find creating effective advertising simple and easy. The results prove it – I guarantee it.

Whether it is copy for a TV or radio, print or website, choosing the right words can make all the difference in the world. According to the experts, the most powerful word in print advertising is ‘Free’ – with, or without the !. People love free stuff.

But according to the psychology department at Yale University, some words in the English language are more powerful than others. Here is their top 10 most powerful list:

10. New -- It's part of basic human makeup to seek novelty.

9. Save -- We all want to save something.

8. Safety -- This could refer to health or long-lasting quality.

7. Proven -- Helps remove fear from trying something new.

6. Love -- Continues to be an all-time favorite.

5. Discover -- Presents a sense of excitement and adventure.

4. Guarantee -- Provides a sense of safety at the time of purchase.

3. Health -- Especially powerful when it applies to a product.

2. Results -- Works in rationalizing a purchase.

1. You -- Listed as the #1 most powerful word in every study reviewed. Because of the personal nature of advertising copywriting, you should use “you” in your headline, opening line and as often as possible. In fact, many copywriters will throw out a headline if “you” is not in it.

This list dates back to a Bennet Cerf article written around 1963 and updated (and credited to Yale) around 1970. It has been supplemented over the years to include:

Free, New, You, Sale, Introducing, Save, Money, Discover, Results, Easy, Proven, Guaranteed, Love, Benefits, Alternative, Now, Win, Gain, Happy, Trustworthy, Good-looking, Comfortable, Proud, Healthy, Safe, Right, Security, Winnings, Fun, Value, Advice, Wanted, Announcing, Your, People, Why …

… according to Jay Conrad Levinson (of Guerrilla Marketing fame). Alright, so much for ‘power’ words; the most important to remember is ‘you’ – not the ‘you’ you, but rather your customers – that ‘you’.

Advertising is, at its core, all about communicating; and to be an effective communicator you have to listen. Once you listen you will discover many things including who your customer is, and who it isn’t.

What do I mean? For years retailers in general, but in our industry in particular, have been conducting a one way dialog of advertisements thrown against the wall much like literal spaghetti. If it sticks, it’s done; if not, wait a little while and throw some more at it. There was precious little thought given to what went into an ad, not to mention how it looked to potential customers. This was due in large part to the fact that most advertising was done in the local newspapers. It was easy. You knew you had to advertise and the newspaper lady was always there to take your money.

The result was bad habits. Since the majority of the print ads featured something on ‘sale’, the marketplace was conditioned to waiting for the ‘sale’. Hey if it works, it works. The problem is, you get what you put out. If it is always about sale, sale, sale, all you get is a habit that is hard to break and customers who are more like scavengers then shoppers. The ads were anonymous and could have come from any garden center in town. Hey but it worked… that is until some real competition came to town. Let’s face it, the box stores are better at the ‘sale’ game than you are.

The challenge is better advertising, the answer starts with you … the ‘them’ you. Simplify your ads, get to the point and make sure that the benefits are easy to understand.

“You are going to love these new plants… we guarantee it!”

“Discover a new way to a better garden – it’s fun and easy!”

“Easy perennials plants for your garden – better results in less time!”

“Let us help you discover a landscape you’ll love to live in!”

It doesn’t end with print ads. The same concepts explained here are actually just as effective in radio and television ads, magazine spreads and websites, especially websites. With all due respect, people really don’t care about how you started your business; they care about what’s in it for them. Bag the family history and start building graphics that use simple captions to grab attention. A beautiful photo of a flower is a great way to get their attention, but come on, people want to know what’s blooming, what’s going on, and what’s so special at your garden center.

While we’re on the subject – a few words about your staff. Lose the ‘certified horticulturist’ and rename them with something that is meaningful to your customer – how about ‘garden designers’. Great for selling the escape and beauty that comes with a great landscape, but you should also identify problem solvers. Heard of the ‘Geek Squad’? People love it because they solve problems. How about a ‘genius’ bar for gardening questions?

“Safe, proven solutions to help you get better results in your garden”

“Flowers help create a healthier and happier you – try it, you’ll love it”

“You can do it, we can help” – whoops, that one is taken.

I think you get the idea. After you’ve finished reading this article take a closer look at messages you receive in the mail or commercials and watch the language. You’ll be surprised to discover that many of these ‘power’ words are made even better when you use the word ‘you’. Try it for yourself – you’ll love what you see – we guarantee it!