The Psychological Value of Changing One Tiny Word

Marketing has a truism that many have tried to dispute, but it can't be done.

That truism is that "People buy from emotion and justify the purchase from logic." And of course, it applies to more than just buying a product. It also applies to things like giving to a charity and choosing a service provider - whether that's a real estate agent or a copywriter.

That's why every marketing copywriter pays attention to the psychological/emotional value of words. It's why we sometimes spend hours searching through a thesaurus to find exactly the right word to convey a subtle meaning.

A small difference in word choice can have a large effect on the effectiveness of a marketing message.

A few days ago we discussed the difference between "but" and "and." Some time ago we examined how "anxious" can convey a completely different feeling from "eager."

Today let's look at an even tinier word: "If."

"If" implies doubt. It says you're not sure that what you're saying applies to the person you're talking with / writing to. And in some cases, that's appropriate. For instance, when you're writing to a geographic farming area in search of short sale clients, you'd say "If you're underwater..." because not everyone receiving the mail is actually underwater.

"If" is a word that should never come near your call to action. Kick it out and use the word "when."

• "When you're ready ..."
• "When you'd like to know more about..."
• "When you'd like to find that perfect home..."
• "When you want to learn your home's true value in today's market..."

(Just for fun, read those sentences aloud. Then substitute the word "if" and do it again. When I do it, I can almost feel myself becoming small and meek - and almost apologizing for asking.)

"When" indicates that the person will take action, and when he (or she) does, you'll be waiting and ready to help. "If" indicates that they may not want to take action and in a sense, lets them off the hook. They don't need to call you because you only said "Call if..."

Think about that. And think about the other words that are so close, yet so far apart in psychological value. Then share your findings.