Small Words

alt Small words can make a big difference when you are communicating, by changing the focus on what people read, comprehend and act upon.

When did you last read the instructions on a Shampoo Bottle?

Procter and Gamble wanted to increase their sales of shampoo so they asked their employees for suggestions.

One factory worker suggested that one little word be added to the instructions on the company's shampoo bottles. The word was "repeat," as in Lather, Rinse, and Repeat. That one little word doubled sales.

Yes I've checked some Procter and Gamble products in the supermarket and those words are included on the instructions.

I'm having trouble believing this actual story .. it could be an urban myth but let's not have that get in the road of some learning.

I'm all for making small and incremental changes

We all want to create the biggest "bang for our buck" when it comes to promotion and advertising.

We must make sure we have a very high impact that creates the perception of value to the customer.

I like to do it with little words.

One of the most focusing words is the word “All.”

I was reading an ad over the weekend and saw how the word “ALL” changed what was potentially a ho-hum ad into a potent one explaining to the customer how every item was at the lowest price available.

I'll work this backwards from what could have been advertised to show you how they got it right

Let's say the ad said “559L litre refrigerators on sale for only $1315 - reg. $1695”

This is a pretty good price. But the wording of the ad left something out, because it gave a vague impression that there was may be only one of these makes or even only one model.

Wouldn't the ad have been a lot more exciting and attention grabbing and effective if it had said: “ALL 559L litre refrigerators on sale for only $1315 - reg. $1695”

Of course it would have, but the dealer can't sell all the 559L litre refrigerators at $1315, or they would lose money.

What the ad actually read was

All LG 559L litre refrigerators on sale for only $1315 - reg. $1522

See how it doesn't matter what the difference is.

It just matters that there is a difference so it singles out which model of appliances are on sale while bringing in a swarm of business.