Last weekend, I (Ganjiguur Bukhbat) was wondering what words influence me to buy goods, equipment or service. One of the words is:
“Safety” that expresses meaning of “proven” to minimize risk perception for health and monetary loss (Sources: Forbes, 60 Second Marketer, Vocus).
(source: http://www.michaelleander.me/blog/top-10-most-powerful-words-in-the-english-language-copywriting/) Michael received a copywriting advice email from psychology department at Yale University describing the ‘the most powerful words in the English Language’. Here they are:
- You
- Results
- Health
- Guarantee
- Discover
- Love
- Proven
- Safety
- Save
- New
(http://www.smartinsights.com/email-marketing/email-creative-and-copywriting/magic-words/) As Mel Hanson described Marketing strategy on her website, first Marketers attract the attention using words like NEW, EASY, YOU, SAVE, DISCOVER and FAST, then create trust including words like SAFE, HAPPY, RESULTS, PROVEN and GUARANTEED.
My thought:
Huh, that is why many manufacturers explain more for proving their product is safe and show evidences on automobile videos, laboratory test/guarantee on drugs or toothpastes ads, real estate sales and even household electronics.
As Safety professionals, we use “Safety” in only workplace environment to protect employees during manufacturing phase, but it needs to be developed beyond because it’s linked with our Product and Marketing.
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Ganjiguur Bukhbat,
TheSafetyPoster.com
