Winning Words

Winning Words

A client once asked, “Jeff, you always stress the value and significance of words and language. Is it really that big of a deal?”

My response, “If you want long-term business-growth success, you bet! If instead, you want a quick path to extinction, fuh-ged-uh-bout-it!”

Here are some examples:

While at O’Hare Airport, I overheard one businessman say to another, “What should I say? Can you give me magic words?”

This fellow was searching for words of wisdom. He wanted to avoid language losers. Why? Because the words, phrases, and questions you use really do matter. Especially, in a marketing, sales, service, or persuasive message.

This point was driven home by a bunch of first-graders.

Several years ago, when we celebrated our youngest daughter Amanda’s 7th birthday in her school classroom, my wife served chocolate cupcakes, while our other daughter Brittany, and I were in charge of “drink distribution.”

To the first group of four kids, I asked, “Would you like apple juice or citrus cooler?”  Each, with a look of confusion, cautiously responded, “Apple juice.

Brittany said, “Daddy, nobody wants citrus cooler.”

Boom! It hit me!

I exclaimed, “Brittany, how could they? Why would they? Who the heck even knows what citrus cooler is!”

I said, “Brittany, I used ill-conceived language that didn’t appeal to their dominant buying motives for risk, excitement and adventure.”

Brittany then said what she often says, “Daddy, you’re very strange!”

I said, “Brit, watch this!” I then asked 15 more children: “Which would you like, regular apple juice or yummy green bug juice?”

Their eyes bulged! Cheeks puffed! Smiles erupted! And 14 of 15 exclaimed, “Gimme yummy green bug juice!”

Here’s another example:

Gus, a salesperson for a personal-improvement website was trying to woo me to advertise on his site. In his voice-mail messages, he assured me, “Jeff, you’ll make big bucks just like your friends in the industry.” I was skeptical, yet set-up a brief phone meeting. We scheduled a time and date for Gus to reach me on my private line.

Gus called. Twenty hours early!

I told him I was chatting with a client on another line and could he please call back at the scheduled time. He said dejectedly, “Okay, I was just hoping to pitch you now.” (Hmmm. He wasn’t going to assess my goals and needs, he was “pitching.”)

The next day, I waited for the phone to ring. It didn’t. Gus blew-off our phone-date.

Ninety minutes later, my private line rang. It was Gus. I asked, “Gus, is everything okay? I expected your call at 2:00.”

He replied, “Oh, I didn’t call because we’re moving our offices and I lost track of time.” (Gus sells self-improvement and he can’t keep track of time!)

He then said, “Let’s make this quick. This will work for you. You deserve to pay $600.”

I exclaimed, “I deserve to pay?”

He said, “Ummm, maybe that’s not the right word.” (No kidding!)

Gus then tried to flatter me, when he boldly declared, “Jeff, I’ve already gotten commitments from other superstars like you. (It didn’t work. I ain’t a big fan of fawning and insincere praise.)

When I asked, “Who?” He started name-dropping. Amazingly, every name he dropped, he mispronounced.

I politely ended the conversation, by requesting he send me this “superstars” list so I could confirm their results. He assured me, “You’ll get it today.”

I never did.

I’ve actually created a list of 189 power words and profit phrases. Here’s a sneak preview of 18 of them:

  • proven
  • partnership
  • lightest
  • new
  • bargain
  • compact
  • research
  • exclusive
  • prestige
  • priceless
  • free
  • craftsmanship
  • trouble-free
  • investment
  • solid
  • biggest
  • quality
  • contemporary

Would you like to see the complete list? For FREE? Of course you would! Simply send an e-mail to: with the subject heading: “Winning Words” and we’ll send you a copy via e-mail.

Here’s to winning words, on your path to profit!

Jeff Blackman is a Hall of Fame speaker, author, success coach, broadcaster and lawyer. His clients call him a “business-growth specialist.” If you hire speakers, please contact Jeff at: 847.998.0688 or And visit to learn more about his other business-growth tools and to subscribe to Jeff’s FREE e-letter, The Results Report. Jeff’s books include; Stop Whining! Start Selling!, (an Amazon Bestseller) and the new 5th edition of the bestselling Peak Your Profits, now available at Amazon:  You can also stay connected with Jeff via Facebook, LinkedIn and Twitter: @BlackmanResults

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