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你是否曾經(jīng)想過這樣一個(gè)問題：面對貨架上琳瑯滿目的商品，為什么我們會買其中的某一種，而不去考慮的其他同類商品？很多時(shí)候我們并沒有親身用過要買的商品，那么我們是如何在所有選項(xiàng)中進(jìn)行抉擇的呢？

究竟是什么讓你下定決心走進(jìn)了一家新餐廳、買了一管新牙膏，或是下載了一個(gè)新軟件？答案就是商家用來銷售產(chǎn)品或服務(wù)時(shí)所使用的語言。

在你打算購買某種商品的時(shí)候，商家的銷售語言實(shí)際上對你的購買決定產(chǎn)生了舉足輕重的影響，只是你或許從沒注意過。雖然決定你最終是否購買某種產(chǎn)品的因素有很多，不過有一個(gè)事實(shí)是顛樸不破的——有些銷售語言就是能讓產(chǎn)品賣得更好，不服都不行。

那么，現(xiàn)在我們就來看看顧客在買東西時(shí)最愛聽到哪十個(gè)詞。

1.免費(fèi)

你或許覺得“免費(fèi)”這個(gè)詞很庸俗，而且已經(jīng)被用濫了。然而事實(shí)并非如此，人們就是喜歡免費(fèi)的東西，沒有理由也沒有原因。你可以隨便贈送任何免費(fèi)的東西，不管你的贈品有多小多便宜，都會吸引人們的注意。

Help Scout公司的格里高利·喬蒂引用了一份研究來證明上述論點(diǎn)：研究人員曾讓參加試驗(yàn)的人群在兩塊巧克力之間進(jìn)行選擇，一塊是售價(jià)0.15美元的瑞士蓮（Lindt）公司的松露巧克力，另一塊是好時(shí)（Hershey）出品的Kiss巧克力，只賣0.01美元。有73%的人選擇了瑞士蓮的松露巧克力。

然后，研究人員又讓另一組被試者在兩塊巧克力間進(jìn)行選擇，一塊是售價(jià)0.14美元的瑞士蓮松露巧克力，另一塊是免費(fèi)的好時(shí)Kiss巧克力。這一次，69%的被試者都想要免費(fèi)的好時(shí)Kiss。為什么？因?yàn)榇蠹叶枷矚g免費(fèi)的東西。

2.獨(dú)家

人人都想成為最“in”的潮人。如果你能把自己的產(chǎn)品包裝得很高端，只提供給少數(shù)高大上的消費(fèi)者，人們就會更想買你的產(chǎn)品。當(dāng)然，“獨(dú)家”二字也可以換成別的詞兒，比如僅限會員、僅限邀請、先到先得、內(nèi)部供應(yīng)等等……總之大家還是會想買。

３.易用

安逸的世外桃源是不存在的，生活是如此復(fù)雜，我們每個(gè)人又都有懶惰的一面。所以不管什么時(shí)候，只要我們聽說某件東西用起來十分簡單方便，我們的注意力就會被它所吸引。

我曾做過這樣的調(diào)查：我們問消費(fèi)者，他們在購買一款軟件時(shí)最注重哪些因素，結(jié)果“易用性”永遠(yuǎn)都排在前三名里。所以做軟件的不要過度拿功能來說事兒。功能多當(dāng)然是好事，但前提是不能犧牲易用性。

4.限額

有便宜不占的感覺實(shí)在太難受了。比如說當(dāng)?shù)赜幸恢灰娊?jīng)傳的小棒球隊(duì)要打比賽，賣票的說前100名買票的觀眾能免費(fèi)獲贈一個(gè)搖頭公仔。有了“100個(gè)”這個(gè)限額，這些搖頭公仔突然變得非常吸引人了。不過你要這個(gè)搖頭公仔有啥用呢？管他的，反正搶到就是占了便宜，而且如果不馬上做決定就晚了。就這樣，你拿著你的搖頭公仔高高興興進(jìn)了場。

5. Get

HubSpot網(wǎng)站上的一篇文章指出，《大英百科全書》曾經(jīng)做過這樣一個(gè)試驗(yàn)，他們將一個(gè)疑問句的標(biāo)題換成了一個(gè)由單詞“get”（意為“拿、取”）打頭的標(biāo)題，結(jié)果這個(gè)網(wǎng)頁的網(wǎng)購轉(zhuǎn)化率整整翻了一番。

我對這一現(xiàn)象尚不能給出一個(gè)科學(xué)的解釋，我覺得這或許是因?yàn)椤癵et”是一個(gè)表示行動(dòng)的詞，它在心理上給了讀者一種掌控感，從而激起了他們的行動(dòng)欲。另外“get”伴隨的一般都是好事。比如“6周get一個(gè)平坦的小腹”、“7天get一萬個(gè)生詞”，以及微博上前一陣子很是火爆的流行語“新技能get√”等。

除了get之外，其它有類似效力的動(dòng)詞還包括claim（認(rèn)領(lǐng)）、start（開始）、try（嘗試）、grab（抓?。┖蚲ive（給）等等。

6.保證

當(dāng)今世界騙子這么多，顧客對真實(shí)性的擔(dān)心也是很正常的。如果商家使用了正確的話術(shù)，就可以使顧客堅(jiān)定購買的信心。

你可能在各種地方都見過這種套路——因?yàn)樗拇_管用。不過問題在于你的保證要說到做到。如果你的產(chǎn)品沒有三包政策，退貨也不是無條件的，或者產(chǎn)品的效果并沒有經(jīng)過驗(yàn)證，就千萬別信口胡說。否則它雖然短期可能會為你拉來一些顧客，但長期你必將自食苦果。不過如果你目前還沒有向顧客提供某種保證的話，也許現(xiàn)在是時(shí)候這樣做了。

其他能用的詞還包括驗(yàn)證、效果、免費(fèi)、無風(fēng)險(xiǎn)、無繁瑣和安全等等。

7.你

當(dāng)你在撰寫銷售文案或任何說服性的文字時(shí)，記得要使用第一人稱。它會下意識地讓讀者或聽眾的注意力更加集中，而且會讓他們覺得很特別。

使用“你”這個(gè)字會使你的文字富有對話感，同時(shí)也會讓人覺得你的語調(diào)很友好，從而使你可以與對方真正建立聯(lián)系。

8.因?yàn)?/strong>

Have you ever stopped to wonder why you buy some products and leave others sitting on the shelf? How do we decide between all the options we have every single day, when the majority of the time we have little to no first-hand experience with the products we’re deciding between?

What makes you finally decide to try a new restaurant, use a new toothpaste or switch to a new piece of software? The answer lies largely in the types of words used to sell the product or service.

Maybe you’ve never realized it, but words play a huge role in helping our brains decide which products to buy. There are tons of variables, but one thing has been proven time and time again — certain words sell better. They just do.

So here you go, here are 10 words customers love to hear when making a decision:

1.Free.

If you think “free” is sleazy and overused, think again. People love free, plain and simple. You can give practically anything away for free, no matter how small, and you’ll grab people’s attention.

Gregory Ciotti?of Help Scout points this out using a study where the researchers asked people to choose between a Lindt truffle for $0.15 — which is a heck of a deal — or a?Hershey?Kiss??for $0.01. An amazing 73 percent chose the Lindt truffle.

Then they asked another group to choose between a Lindt truffle for $0.14 — again, a heck of a deal) — or a Hershey Kiss for free. This time, 69 percent wanted the Hershey Kiss. Why? Because everyone loves free stuff.

2.Exclusive.

Everyone want to be in the “in” crowd. When you make your product exclusive — only available to a select group — you make people want it even more. You can exchange the word exclusive with other words or phrases — members only, invitation only, first, insider — everyone will still want in.

3.Easy.

As sad as it is, Mayberry doesn’t exist anymore, at least in most parts of the world. Life is complicated, and we also might be just a smidgen on the lazy side. So anytime we hear that something is simple or easy to do, we’re drawn to it.

I’ve helped conduct surveys where customers were asked what their top purchase factors were in buying a piece of software, and “easy-to-use” was in the top three. When in doubt, don’t flex the complexity muscle. Features are good, but not when they sacrifice simplicity.

4.Limited.

Oh, how we hate missing out. It can be as simple as bobble heads at a local minor league baseball game, and if they say the first 100 people get one free, suddenly those bobble heads are more appealing. I mean, what are you even going to do with a bobble head? Who cares. It’s a great deal, and you have to make a decision now before it’s too late, so you’re in.

5.Get.

HubSpot cites a?test?conducted by Encyclopedia Brittanica where they replaced a headline that was a question with a headline that started with the word “get.” Conversions doubled.

I don’t have a research-backed explanation for this, but I would say it’s because get is an action word that psychologically puts the reader in charge and prepares them for action. Get is also typically followed by a benefit. Get a flat stomach in six weeks. Get better grades with less studying. Get the freshest, cleanest haircut in town. You get the picture.

You can also use other verbs like claim, start, try, grab or give.

6.Guaranteed.

With so much fraud in the world today, authenticity is a legitimate concern your customers have. Using the right words can give them the reassurance they need to pull the trigger.

You’ve likely seen this everywhere — because it works. The key, though, is to actually be able to back up your guarantee. If your product doesn’t have a guarantee, returns aren’t hassle-free, or your results aren’t proven, don’t say it. It may work in the short-term, but it’ll bite you down the road. That said, if you don’t offer a guarantee, maybe it’s time to do so.

Other words you can use to provide assurance are proven, results, no obligation, risk-free, hassle-free and secure.

7.You.

When you’re writing sales copy, or anything intended to persuade, use first-person language. It makes the reader’s, or listener’s, ears perk up a bit. And — on an unconscious level — it makes them feel special.

Using “you” makes your writing conversational, and it brings your voice down to a friendly level where you can actually make a connection.

8.Because.

This one’s interesting. Gregory Ciotti?cites studies?in the book?Influence?by Robert Cialdini by using interesting scenarios. One that sticks out is where different phrases were tested to see which one would make people most inclined to allow someone to break in line at the copy machine.

“Excuse me, I have 5 pages. May I use the?Xeroxmachine?” —?60 percent?allowed the person to cut in line.

“I have 5 pages. May I use the Xerox machine,?because I am in a rush?” —?94 percent?allowed the person to cut in line.

“Excuse me, I have 5 pages. May I use the Xerox machine?because?I have to make copies?” —?93 percentallowed the person to cut in line.

Notice that by simply hearing a “because,” followed by a reason, nearly everyone decided the person could get in front of them in line. The reasons given weren’t even legitimate reasons. Because I have to make copies? Everyone in line had to make copies — that’s why they were there.

The thing to remember is that human brains love explanations. We need to know why. Why do I need that feature??Because?it will help me get ____.

Tie your product, features and the actions you want people to take in with a?reason, and people will be more compelled to take action.

9.Best.

Which sounds better? “How to Change a Flat Tire”?or“The Best Way the Change a Flat Tire.”

It’s a no-brainer, really. Think about how many times you’ve Googled something, only to get frustrated during the search, so you go back and add the word “best” in front of your search. Maybe it’s just me, but I have a feeling I’m not the only one.

It’s as if “best” is a sacred word that’s only awarded to the truly great, so you can count on anything labeled as the best. We all know that’s not true, but to call something the best implies that at some point there was a comparison, and this one came out on top.

But please, don’t be deceptive with this. If you’re not truly the best, or you can’t get people to call you the best without coercion, keep working to actually be the best at what you do. Don’t just slap that label on yourself without validation.

10.Compare.

With social media and as many review sites and blogs as there are today, practically everyone makes comparisons before making a decision.

Ford???vs.?Chevrolet

Pampers?vs.?Huggies

Charmin?vs.?Cottonelle

Hubspot?vs.?Marketo

We want to know who the top players are, and then we want to see them side-by-side. Use that to your advantage by telling your readers to compare your quality, ease of use, price, etc., to your competitor’s. Even better, make it easy on them by doing the comparison yourself.

When you openly show them the difference between your product and your competitors, you take that work off of them, and they’ll be grateful for that.