“I recently went to a new doctor and noticed he was located in something called the Professional Building. I felt better right away.” ~ George Carlin

A carpenter has his hammer.

A painter, his brush.

An accountant, his calculator.


…a salesperson has their words.

That’s it.

That’s all a salesperson has (or needs) to perform their job – words!

“Words” are the salesperson’s tools of the trade.

I believe (and I’m right about this) words are the most powerful thing in the universe.

When they are used skillfully with passion, there is nothing more powerful, influential or impactful.

Now listen up:

The words you use and the way you deliver those words when communicating with your prospects and customers are key to evoking the right reactions.

If you are not constantly improving your word choice, and the way you deliver those words, then you, my friend, are like an old, stubborn carpenter who never renews or upgrades his tools.

Now, know this:

Words evoke feelings.

Allow me to give you a little example.

Read the following words and pay attention to how they make you feel, okay?

Here they are: “You suck, and I hope you die of a horrible disease and then rot in hell forever!”

Now compare the above words to these words: “You are fearfully and wonderfully made. God bless you and your beautiful family.”

Notice the difference?

Aw, nuts. Did you just speed read through that? Look. I really want you to get this. Go back and reread the above example and really take in the feelings of those words.

O.K. Pressing on.

Words also carry associations and connotations.

For example, the word “Nurse” carries positive connotations such as trustworthiness, credible, hard-working, and caring, doesn’t it?

And the word “Banker” makes most people respond with negative associative words such as greedy, selfish, and dishonest.

Now, let’s get practical.

If, for example, you sell health products, you should be continually compiling a collection of words and phrases that evoke healthy images, emotions, and associations. These are the words and phrases you will use in all your sales and marketing messages.

Words like: Vitality, reboot your health, zeal, vibrancy, gusto, robustness, prosperity…etc. etc.

If you sell luxury goods, here are some words and phrases I would have at the ready: opulence, high-living, treat, extravagance, rarity, lavish, exquisite, no expense was spared, chosen with the utmost care…etc. etc.

You follow?


Now go start building your list of words and phrases, Chief.

Hey, howbow dat for a 2-minute copywriting lesson, eh?

See ya next time.




Author's Bio: 

Michael Jordan plays basketball, Steven Spielberg makes movies, Kelvin Dorsey writes emails.

Everyone has a talent.

If you're looking for someone to teach you sales, copywriting, or email marketing, Kelvin's your Huckleberry.

Kelvin is the author of six books. His most notable is titled 81 Days To Becoming an Online Sales Machine.