Emotions are a powerful thing. Prospects make decisions based on potential ROI, ease of implementation, and likelihood that a product will help them achieve their work goals. But emotion is the undercurrent of these decisions. Fear (that they will fail), hope (that business pain can be fixed), and frustration (that things aren't great right now) -- these emotions are just as important to a purchasing decision as facts and figures. Make no mistake -- logic matters in buying decisions. But there are a few conversational tricks you can use to appeal to your prospect’s emotions and their intellect. For example, use short, basic language instead of complicated phrases. “There’s more” is more effective than “additionally,” while “better” trumps “superior,” according to the graphic.
Choosing your words carefully is essential to closing deals. So what are the 10 most emotionally effective words a salesperson can use? Here they are in no particular order.
- You
- New
- Discover
- Results
- Proven
- Save
- Health
- Safety
- Guarantee
- Love
Check out the infographic below from BLUE for even more tips on powerful words and emotions salespeople should strive to trigger in their prospects.
How to Use These Words at Trade Shows
These words are most effective when used strategically across your entire presence:
- Booth graphics – Capture attention in seconds
- Sales conversations – Guide discussions naturally
- Email follow-ups – Reinforce value after the show
- Landing pages – Convert interest into leads
The key is authenticity—these words should support real value, not replace it.
The Bottom Line
Words matter. In a fast-paced trade show environment, you have only a few seconds to connect, communicate, and convert.
By using these 10 “magic” words thoughtfully, you can:
- Capture attention faster
- Build trust more effectively
- Move prospects toward a buying decision
Because at the end of the day, it’s not just what you show—it’s what you say that drives results.
Leslie Ye | @lesliezye - full article posted in HubSpot - https://blog.hubspot.com/sales/10-magic-words-that-move-prospects-to-buy
