Whether you're designing the marketing message for your trade show displays, creating your brochures and advertising copy, or speaking directly to a potential customer, every word you use can potentially have a positive or negative effect on the sales process. And when every millisecond counts, choosing the "right" words can be extremely important.

There are certain marketing words that are proven to grab the audience's attention almost every time. Incorporating these "magic" words into your marketing and speech can help propel your business to the next level:

'You'

This is the single most important word in the English language for marketers. After all, when a business is marketing, it isn't about what they are selling and all of the wonderful features that their products have. It is all about benefits and what their target audience gains by buying it from them. Using the word 'you' makes it easy to connect with your target audience and draw a direct line from your products/services to the potential client's problems.

'Free'

It is human nature to be attracted to something that is being given away for free. Trade show attendees will naturally be attracted to your booth based on what promotional items you are featuring -- it's the nature of the game. The good news is that you don't have to give away a high-ticket item to make a splash. It could be your time through a consultation, webinar, or seminar. You can also give away information like a free report, or a small discount such as offering free shipping or product samples. The important thing is to give shoppers just enough value that they want to know more.

'Guaranteed'

You will most likely not know most of the potential customers that visit your booth during a trade show. And while more may have heard of your company, most of them likely aren't familiar enough with it to feel comfortable handing out their cash. This is what makes guarantees so important. A guarantee ensures that the customers will either get everything they'd hoped from your product, or they get their money back without a huge hassle. Either way, the clients win, and they like those kind of odds.

'Safe'

Potential customers typically do not want to take high risks to solve the problems they're already dealing with. They want an easy solution that's going to get rid of their problems and end their worrying. Therefore, whether you're dealing with money, health, or personal well being, touting safety of your product is a must for your trade show displays. By assuring your customers that your product is safe, they can buy freely.

'Results'

Regardless of what you're selling, or how much you're going to be paid for it, your customers want one thing: results. It is important to use that word in advertising and make sure that clients make the connection between your products or services and the idea that you'll provide them with the results they've been looking for.

These words might seem simple enough on their own. But, add them to a great marketing message, and you'll find that your trade show displays will grab and hold the attention of attendees. You'll get a higher conversion rate and a better ROI overall.

Chris Harmen writes for Skyline, the leading provider of quality Las Vegas trade show displays. Offering numerous different styles oftrade show displays, Las Vegas and area businesses are sure to find the perfect equipment to match their marketing needs and their budgets.

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