Marketing words that sell in Social Media and Direct Marketing

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Multiple studies about the words that sell in social media and blogs got me to wondering if there is anything different about what works online versus what works in offline direct marketing. This is the topic in my blog Reinventing Direct at Target Marketing magazine. In it, I contrast 38 Marketing Words that Sell in Social Media with my experience as a direct marketer. If youre relatively new to direct response, you might have some aha moments as your read the list. If youre an experienced direct marketer, chances are youll see a lot of familiar words, phrases, and approaches. More at


<p>PowerPoint Presentation</p> <p>Marketing WordsthatSellinSocial Media and Direct Marketing</p> <p>Are words that generate response from social media and blogs different from words that work in direct mail?Do Words Count?Or are digital marketers finally figuring out the most responsive words that direct marketing copywriters have known for generations? Whos On First?Whether this is new information to you, or confirms what you already knew, this presentation is aboutIs This New?Words... and how response to specific words in the online space could strengthen your offline marketing initiatives.</p> <p>Two headlines tested in Twitter, both leading to the same blog post, and each tweeted to the same audience within an hour of each other. Which Won?</p> <p>Which do you think had higher clicksandwas considered a top tweet?</p> <p>A. How many hours should we work everyday? The science of mental strength.B. The origin of the 8 hour work day and why we should rethink it.versusB It had double the number of clicks!</p> <p>Twitter Research Source:</p> <p>Survey Says!Surprised?Probably not if youre an experience direct marketer.Why?A specific number was used in version B 8 hour work daycombined with a provocative statement why we should rethink it. </p> <p>Version A asked a questionNot the strongest way to write a headline.And used big wordsscience of mental strength.</p> <p>20MOSTRetweetable WordsSome of which, by the way, could be well suited to be used in subject lines in emails.</p> <p>Top 20 Retweetable Words(Source: A scientific guide to writing great headlines on Twitter, Facebook, and your blog)youtwitterpleaseretweetpostblogsocialfreemediahelp</p> <p>please retweetgreatsocial media10followhow totopblog postcheck outnew blog post</p> <p>Facebook WordsAPICTURE is worth1,000words</p> <p>But not just any picture. Pictures that result in better click performance tell the story within the picture. </p> <p>In other words, the picture must be self-explanatory, more than just a graphic.</p> <p>KISSmetrics says a photo with a Facebook post gets:53% more likes104% more comments84% more click-throughs</p> <p>LESS is MOREFacebook posts with 80 characters or less get 66% more engagement.</p> <p>Facebook Research Source:</p> <p>Blog Post WordsNext: Impact of post titles for blog opens and shares.</p> <p>Blog Research Source:</p> <p>Akin to a direct mail outer envelope teaser or a letter headline or an email subject line.Let There Be Blood WordsWords appearing in blog titles that yielded high opens. KillFearDarkBleedingWarFantasyDeadNegative words are more powerful for shares than an ordinary words. Words like:NOSTOPWithoutGo Negative!</p> <p>And Numbers WorkBigger is better.Use digits not words At the head of the titleWordsMore Likely to Go Viral!smartsurprisingsciencehistoryhacks(hacking, hackers, etc.)huge / bigcritical</p> <p>Wordsthat suppressannouncingwinscelebratesgrowsSurprised?These findings shouldnt surprise an experienced direct marketer or direct mail copywriter. Maybe the online word is finally catching up to what we have tested and proven for generations.What works in the online space can translate well into improving response offline, too. Thats a lesson to take to the bank.~ Gary Hennerberg Detailed Blog Posts Here:</p> <p>And at: </p> <p>Credits &amp; Sources:Graphics: Phil McShan ( </p> <p>Twitter Research:</p> <p>And </p> <p>Facebook Research:</p> <p>Blog Research:</p>