Read these two phrases:

1. We Do The Job Right The First Time.
2. We Always Insist That Every Job Be Done Exactly Right The First Time… Zero Exceptions.

The first phrase conveys a nice idea in a straightforward manner. Unfortunately, it’s also bland, uninspired, and expected. No one reading it would give it a second glance.

The second phrase is different.

It’s got “oomph.” Power. Panache. It’s bold and borderline brash. You picture a person saying this to be someone who follows through on their promises—period.

It’s also unexpected. It makes the reader do a double take and think, “Did I read what I just think I read?”

This is why the second phrase will win tons of customers, while the first will have to beg for scraps.

Why am I telling you this?

A huge part of marketing for remodelers is GETTING PEOPLE TO BELIEVE WHAT YOU SAY.

And to do that, you must convey what you’re saying with power, passion, and precision.

To help you, I’ll share two categories of power words with you: Absolutes and Commandos. These words will power-up your copy like Super Mario after snacking on a mushroom.

Let’s start with absolutes. Absolutes strengthen your writing by making claims in—yep—absolute terms instead of vague terms.

Here are some examples:

• All: All work is done by master-craftsman level carpenters. All employees must attend mandatory training for 3 hours a week. All windows are installed by W2 employees, not contract labor.
• Always: We always finish the job when we say we will. We always leave our work space cleaner than we found it. We always do what we say we will do.
• Every: Every detail is carefully monitored to ensure quality. Every single job is assigned priority status within our system. Every imaginable precaution is taken to assure quality.
• Never: We never apply any sales pressure. We never shortcut quality. We never quote one price then charge another.
• Only: We only use the highest quality materials. We only allow W2 employees to set foot in your home. We only specialize in high-end artistic kitchens and bathrooms.

Commandos are similar to Absolutes, and you can usually use the two in tandem. Commandos suggest rigid inflexibility—an unyielding nature that makes readers believe you truly mean what you say.

Examples:

• Demand: You should demand that any remodeler provide you with at least 1,000 references. We demand perfection from our installers. We demand all salespeople take ten hours of sensitivity training prior to letting them service customers.
• Eliminate: We eliminate every hint of stress from the remodeling process. We eliminate the uncomfortable sales pressure applied by most companies. We eliminate the three-week waiting process and install your windows the very next day.
• Expect: You can expect our salesperson to be in and out and gone in less than an hour. You can expect the final price to match the quote to the penny. We expect our installers to arrive on time, to have a clean and friendly appearance, and to do the job right.
• Insist: We insist that all workers arrive on time, wearing clean uniforms. We insist on gutting the window and installing new ones from scratch. We insist subcontractors sign our “worker code of ethics” agreement prior to starting with us.
• Refuse: We refuse to install inferior products—even if our customers request them. We refuse to expose our clients to high-pressure salesmen. We refuse to accept payment until you say you’re 100% satisfied with the job.

Once you get a feel for these two sets of words, you can start to combine them to really crank up the power:

• always insist
• absolutely refuse
• never require
•  always eliminate

And so on.

To learn more about how powerful and passionate language will propel a plethora of customers into your arms, visit MYM’s Identity webpage.

Thanks!

-Rich

P.S. Lyndon B. Johnson once said, “What convinces is conviction. Believe in the argument you’re advancing. If you don’t, you’re as good as dead.” As a former president, LBJ was probably pretty good at the whole conviction thing, wouldn’t you say?

In fact, LBJ’s Wikipedia entry states, “As a leader in the Senate, Johnson became known for his domineering personality and the ‘Johnson treatment,’ his aggressive coercion of powerful politicians to advance legislation.” He didn’t mess around!

© 2018, Rich Harshaw. All rights reserved.