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你是否曾經想過這樣一個問題：面對貨架上琳瑯滿目的商品，為什么我們會買其中的某一種，而不去考慮的其他同類商品？很多時候我們并沒有親身用過要買的商品，那么我們是如何在所有選項中進行抉擇的呢？

究竟是什么讓你下定決心走進了一家新餐廳、買了一管新牙膏，或是下載了一個新軟件？答案就是商家用來銷售產品或服務時所使用的語言。

在你打算購買某種商品的時候，商家的銷售語言實際上對你的購買決定產生了舉足輕重的影響，只是你或許從沒注意過。雖然決定你最終是否購買某種產品的因素有很多，不過有一個事實是顛樸不破的——有些銷售語言就是能讓產品賣得更好，不服都不行。

那么，現在我們就來看看顧客在買東西時最愛聽到哪十個詞。

1.免費

你或許覺得“免費”這個詞很庸俗，而且已經被用濫了。然而事實并非如此，人們就是喜歡免費的東西，沒有理由也沒有原因。你可以隨便贈送任何免費的東西，不管你的贈品有多小多便宜，都會吸引人們的注意。

Help Scout公司的格里高利·喬蒂引用了一份研究來證明上述論點：研究人員曾讓參加試驗的人群在兩塊巧克力之間進行選擇，一塊是售價0.15美元的瑞士蓮（Lindt）公司的松露巧克力，另一塊是好時（Hershey）出品的Kiss巧克力，只賣0.01美元。有73%的人選擇了瑞士蓮的松露巧克力。

然后，研究人員又讓另一組被試者在兩塊巧克力間進行選擇，一塊是售價0.14美元的瑞士蓮松露巧克力，另一塊是免費的好時Kiss巧克力。這一次，69%的被試者都想要免費的好時Kiss。為什么？因為大家都喜歡免費的東西。

2.獨家

人人都想成為最“in”的潮人。如果你能把自己的產品包裝得很高端，只提供給少數高大上的消費者，人們就會更想買你的產品。當然，“獨家”二字也可以換成別的詞兒，比如僅限會員、僅限邀請、先到先得、內部供應等等……總之大家還是會想買。

３.易用

安逸的世外桃源是不存在的，生活是如此復雜，我們每個人又都有懶惰的一面。所以不管什么時候，只要我們聽說某件東西用起來十分簡單方便，我們的注意力就會被它所吸引。

我曾做過這樣的調查：我們問消費者，他們在購買一款軟件時最注重哪些因素，結果“易用性”永遠都排在前三名里。所以做軟件的不要過度拿功能來說事兒。功能多當然是好事，但前提是不能犧牲易用性。

4.限額

有便宜不占的感覺實在太難受了。比如說當地有一支名不見經傳的小棒球隊要打比賽，賣票的說前100名買票的觀眾能免費獲贈一個搖頭公仔。有了“100個”這個限額，這些搖頭公仔突然變得非常吸引人了。不過你要這個搖頭公仔有啥用呢？管他的，反正搶到就是占了便宜，而且如果不馬上做決定就晚了。就這樣，你拿著你的搖頭公仔高高興興進了場。

5. Get

HubSpot網站上的一篇文章指出，《大英百科全書》曾經做過這樣一個試驗，他們將一個疑問句的標題換成了一個由單詞“get”（意為“拿、取”）打頭的標題，結果這個網頁的網購轉化率整整翻了一番。

我對這一現象尚不能給出一個科學的解釋，我覺得這或許是因為“get”是一個表示行動的詞，它在心理上給了讀者一種掌控感，從而激起了他們的行動欲。另外“get”伴隨的一般都是好事。比如“6周get一個平坦的小腹”、“7天get一萬個生詞”，以及微博上前一陣子很是火爆的流行語“新技能get√”等。

除了get之外，其它有類似效力的動詞還包括claim（認領）、start（開始）、try（嘗試）、grab（抓住）和give（給）等等。

6.保證

當今世界騙子這么多，顧客對真實性的擔心也是很正常的。如果商家使用了正確的話術，就可以使顧客堅定購買的信心。

你可能在各種地方都見過這種套路——因為它的確管用。不過問題在于你的保證要說到做到。如果你的產品沒有三包政策，退貨也不是無條件的，或者產品的效果并沒有經過驗證，就千萬別信口胡說。否則它雖然短期可能會為你拉來一些顧客，但長期你必將自食苦果。不過如果你目前還沒有向顧客提供某種保證的話，也許現在是時候這樣做了。

其他能用的詞還包括驗證、效果、免費、無風險、無繁瑣和安全等等。

7.你

當你在撰寫銷售文案或任何說服性的文字時，記得要使用第一人稱。它會下意識地讓讀者或聽眾的注意力更加集中，而且會讓他們覺得很特別。

使用“你”這個字會使你的文字富有對話感，同時也會讓人覺得你的語調很友好，從而使你可以與對方真正建立聯系。

8.因為

這一條很有意思。格里高利·喬蒂引用了羅伯特·卡爾蒂尼在《影響力》（Influence）一書中的研究。該研究設置了幾個非常有趣的情境，其中一個情境是人們都在復印機前排隊，看使用哪種話術時插隊成功機率最高。

“不好意思，我要5頁紙要復印，我能用一下這臺施樂復印機嗎？”——有60%的人允許說話者插隊。

“我有5頁紙要復印。我能用一下復印機嗎？因為我有急事。”——94%的人會允許說話者插隊。

“不好意思，我有5頁紙要復印。我能用一下這臺復印機嗎？因為我必須要復印。”——有93%的人同意說話者插隊。

請注意，說話者僅僅是說了一個“因為”，后面跟了一個理由，結果幾乎人人都同意他排在自己前面。而說話者給出的這兩個理由甚至都不是什么合理的理由。什么叫“因為我必須要復印？”大家之所以在這里排隊，就是因為必須要復印，否則排哪門子隊呢？

這個例子告訴我們，人類的大腦是喜歡聽解釋的，我們需要知道某件事情是為了什么。我什么需要這個功能呢？因為它能幫我……

不管你是賣產品、賣功能，還是你希望人們采取什么行為，總之，你要把它們和一個理由綁定在一塊兒，這樣人們就會更積極地采取行動。

9.最佳

這兩句話哪句聽起來更舒服？“如何換輪胎？”還是“換輪胎的最佳方式”？

這個道理非常好懂。想想你有多少次在谷歌上搜索什么東西，但一直沒有搜到自己想找的，于是你又在搜索框里添加了“最佳”兩個字——好吧，或許只有我自己才這么做，但我覺得自己并非唯一這樣干的人。

在人們眼中，“最佳”似乎是個神圣的詞，只能被授予真正優秀的東西，所以任何被打上“最佳”標簽的東西應該都是可以信任的——我們知道，這其實并不是真相，但我們會覺得，如果有某樣東西被稱為“最佳”，那么肯定是有過某種對比的，而這樣東西最終是在對比中勝出了的。

不過要記住，不要自欺欺人。如果你并非是真的最佳，那么除非你用槍頂著人民群眾的腦門兒，否則他們絕不會承認你是最佳。因此你還不如真正地把事情做到最佳，而不要在沒有外界認證的情況下自己給自己隨便貼個“最佳”的標簽。

10.比較

當今世界，社交媒體、博客和評價網站如此發達，幾乎人人在購買某樣商品前都會比較一番。比如：

買車是買福特還是買雪佛蘭，尿不濕是買幫寶適還是哈吉斯，衛生紙是買Charmin還是Cottonelle，做營銷是找Hubspot還是Marketo。

我們總是想知道要買的產品里哪幾個牌子是最好的，然后再把它們放到一塊細細對比。你可以利用人的這一心理特點，讓你的顧客拿著你的產品跟競品比比質量、易用性和價格。你甚至可以自己與競爭對手的產品進行比較，從而替顧客省去麻煩。

如果你將你的產品和競爭對手的產品的差異公開展示給顧客，那么他們就省去了自行比較的麻煩，他們也會為此心存感激。（財富中文網）

譯者：樸成奎

Have you ever stopped to wonder why you buy some products and leave others sitting on the shelf? How do we decide between all the options we have every single day, when the majority of the time we have little to no first-hand experience with the products we’re deciding between?

What makes you finally decide to try a new restaurant, use a new toothpaste or switch to a new piece of software? The answer lies largely in the types of words used to sell the product or service.

Maybe you’ve never realized it, but words play a huge role in helping our brains decide which products to buy. There are tons of variables, but one thing has been proven time and time again — certain words sell better. They just do.

So here you go, here are 10 words customers love to hear when making a decision:

1.Free.

If you think “free” is sleazy and overused, think again. People love free, plain and simple. You can give practically anything away for free, no matter how small, and you’ll grab people’s attention.

Gregory Ciotti?of Help Scout points this out using a study where the researchers asked people to choose between a Lindt truffle for $0.15 — which is a heck of a deal — or a?Hershey?Kiss??for $0.01. An amazing 73 percent chose the Lindt truffle.

Then they asked another group to choose between a Lindt truffle for $0.14 — again, a heck of a deal) — or a Hershey Kiss for free. This time, 69 percent wanted the Hershey Kiss. Why? Because everyone loves free stuff.

2.Exclusive.

Everyone want to be in the “in” crowd. When you make your product exclusive — only available to a select group — you make people want it even more. You can exchange the word exclusive with other words or phrases — members only, invitation only, first, insider — everyone will still want in.

3.Easy.

As sad as it is, Mayberry doesn’t exist anymore, at least in most parts of the world. Life is complicated, and we also might be just a smidgen on the lazy side. So anytime we hear that something is simple or easy to do, we’re drawn to it.

I’ve helped conduct surveys where customers were asked what their top purchase factors were in buying a piece of software, and “easy-to-use” was in the top three. When in doubt, don’t flex the complexity muscle. Features are good, but not when they sacrifice simplicity.

4.Limited.

Oh, how we hate missing out. It can be as simple as bobble heads at a local minor league baseball game, and if they say the first 100 people get one free, suddenly those bobble heads are more appealing. I mean, what are you even going to do with a bobble head? Who cares. It’s a great deal, and you have to make a decision now before it’s too late, so you’re in.

5.Get.

HubSpot cites a?test?conducted by Encyclopedia Brittanica where they replaced a headline that was a question with a headline that started with the word “get.” Conversions doubled.

I don’t have a research-backed explanation for this, but I would say it’s because get is an action word that psychologically puts the reader in charge and prepares them for action. Get is also typically followed by a benefit. Get a flat stomach in six weeks. Get better grades with less studying. Get the freshest, cleanest haircut in town. You get the picture.

You can also use other verbs like claim, start, try, grab or give.

6.Guaranteed.

With so much fraud in the world today, authenticity is a legitimate concern your customers have. Using the right words can give them the reassurance they need to pull the trigger.

You’ve likely seen this everywhere — because it works. The key, though, is to actually be able to back up your guarantee. If your product doesn’t have a guarantee, returns aren’t hassle-free, or your results aren’t proven, don’t say it. It may work in the short-term, but it’ll bite you down the road. That said, if you don’t offer a guarantee, maybe it’s time to do so.

Other words you can use to provide assurance are proven, results, no obligation, risk-free, hassle-free and secure.

7.You.

When you’re writing sales copy, or anything intended to persuade, use first-person language. It makes the reader’s, or listener’s, ears perk up a bit. And — on an unconscious level — it makes them feel special.

Using “you” makes your writing conversational, and it brings your voice down to a friendly level where you can actually make a connection.

8.Because.

This one’s interesting. Gregory Ciotti?cites studies?in the book?Influence?by Robert Cialdini by using interesting scenarios. One that sticks out is where different phrases were tested to see which one would make people most inclined to allow someone to break in line at the copy machine.

“Excuse me, I have 5 pages. May I use the?Xeroxmachine?” —?60 percent?allowed the person to cut in line.

“I have 5 pages. May I use the Xerox machine,?because I am in a rush?” —?94 percent?allowed the person to cut in line.

“Excuse me, I have 5 pages. May I use the Xerox machine?because?I have to make copies?” —?93 percentallowed the person to cut in line.

Notice that by simply hearing a “because,” followed by a reason, nearly everyone decided the person could get in front of them in line. The reasons given weren’t even legitimate reasons. Because I have to make copies? Everyone in line had to make copies — that’s why they were there.

The thing to remember is that human brains love explanations. We need to know why. Why do I need that feature??Because?it will help me get ____.

Tie your product, features and the actions you want people to take in with a?reason, and people will be more compelled to take action.

9.Best.

Which sounds better? “How to Change a Flat Tire”?or“The Best Way the Change a Flat Tire.”

It’s a no-brainer, really. Think about how many times you’ve Googled something, only to get frustrated during the search, so you go back and add the word “best” in front of your search. Maybe it’s just me, but I have a feeling I’m not the only one.

It’s as if “best” is a sacred word that’s only awarded to the truly great, so you can count on anything labeled as the best. We all know that’s not true, but to call something the best implies that at some point there was a comparison, and this one came out on top.

But please, don’t be deceptive with this. If you’re not truly the best, or you can’t get people to call you the best without coercion, keep working to actually be the best at what you do. Don’t just slap that label on yourself without validation.

10.Compare.

With social media and as many review sites and blogs as there are today, practically everyone makes comparisons before making a decision.

Ford???vs.?Chevrolet

Pampers?vs.?Huggies

Charmin?vs.?Cottonelle

Hubspot?vs.?Marketo

We want to know who the top players are, and then we want to see them side-by-side. Use that to your advantage by telling your readers to compare your quality, ease of use, price, etc., to your competitor’s. Even better, make it easy on them by doing the comparison yourself.

When you openly show them the difference between your product and your competitors, you take that work off of them, and they’ll be grateful for that.