Word choice does matter

word choice
Tom Hopkins

Many years ago, I attended a series of sales seminars from Tom Hopkins. In both his seminars and books, Hopkins emphasized the impact of softening a prospect’s sales anxiety by using particular verbiage.

Using word choice alternates, such as agreement or paperwork, instead of contract. Likewise, autograph instead of signature; or initial investment, instead of deposit.

Whenever one is working with a prospect, inexperienced in unusually large decisions, softening the language you use is important in gaining trust and closing the sale.

Andy Ebon - wedding marketing expert

Andy Ebon
Wedding Marketing Authority
The Wedding Marketing Blog