The Power of Word Choice in Small Business Marketing

I remember a moment from my teenage years that always brings both a chuckle—and a cringe. I was out shopping with my mother and aunt, and—despite being fluent in Spanish—I was struggling to recall the Spanish word for 'embarrassed.' In an attempt to take a shortcut—simply adding an 'a' to the end of an English word—I blurted out 'Estoy tan embarasada,' thinking I was making myself clear. Instead, I declared: 'I'm so pregnant.' As you can imagine, that caused quite a stir! That day vividly reminds me of the critical importance of using the right words in communication.

This lesson has proven invaluable in marketing across sectors—from nonprofits to large corporations. However, it holds particular significance in the realm of small business marketing, where the words we choose—from our website's homepage to our paid ads—guide our audience's journey from getting to know us, to trusting us, and ultimately, to buying from us.

Today, I want to share some strategic word substitutions that can transform your marketing messages from good to compelling. Ready?

• Cheap ➔ Affordable

• Features ➔ Benefits

• Learn ➔ Discover

• Problems ➔ Challenges

• Users ➔ Clients

• Information or Feedback ➔ Insights

• Failure ➔ Setback

• Help ➔ Assist

• Procedure ➔ Process

• Add-ons ➔ Customization Options

You can also apply this approach to revitalizing common marketing phrases. For instance, instead of relying on "our innovative approach," consider these variations:

• "We've designed a unique approach," or

• "We've reimagined how users interact with ____."

This alternative way of describing your methods shows that you’ve thought outside the box, bringing fresh perspectives to the table. These tweaks in your messaging can elevate the perceived value of your offers and engage your audience more effectively.

Reflecting on that awkward mix-up from my youth, I'm reminded of the potent impact our words can have—not just in personal interactions but across our professional presences.

So, was it worth the embarrassment? Absolutely! This week and going forward, I encourage you to review the language on your website, in your product descriptions, and throughout your sales and promotional materials. At times, the key to success lies not in the product you offer, but in the language you use to present it. Here's to mastering the art of communication—one word at a time!