Lose the Boring Words…

Filed in Uncategorized by on December 3, 2015 0 Comments

Avoid overused (and just plain boring) words in your signage and sales presentations to set your store apart.LBJ Headshot

Look up the definition of the word “adjective” and here is what you’ll find: A word or phrase naming an attribute, added to or grammatically related to a noun to modify or describe it.
By this definition, both the word “pretty” and the word “spectacular” are bona-fide adjectives but the impact and emotion they create in the mind of the listener are very different.
Independent jewelery stores, like many other retailers, fall into bad habits when they fail to think in a premeditated way about what they are saying to our customers. They say boring phrases like “Those earrings are very pretty on you”, or “This diamond is beautiful.” Everybody says that.

Personally, if I want to set my store apart from the competitor down the street, I want to look better, have what appears to be a better selection and I want to use more emotional adjectives to describe my merchandise.

I recently came upon an advertisement for a line of jewellery that excelled at using emotionally charged adjectives. Look over these adjectives and see if using a few of these in your sales presentations (and signage.)

1.) Challenge your sales team to substitute a few of these words for the ones they usually use. Post the list and get your staff to try a new one each few days.
2.) Always include an emotionally charged on your signage and in your advertisements.
3.) Lead by example! In your sales meetings and as you discuss specific pieces of merchandise with your team, always use these words instead of boring words. The more your team hears these words, the more natural they will feel.

Emotionally charged adjectives
Fresh
Inspired
Shimmering
Radiate
Vibrant
Daring
Powerful
Precious
Bold
Unrivaled
Elegance
Captivate
Unforgettable
Shine
Statement piece
Opulent
Exquisite
Heirloom-worthy
Luxurious
Treasure
Regal
Silky
Lustrous

Overused adjectives

Pretty
Beautiful
Attractive
Nice
Great
Awesome

As with all changes you might make in your store, test this idea for a few weeks and track the results. If you see a difference, refine and renew the idea. If you do not see results, change it or scrap it and try something else. Continued “Intentional” improvements in your store almost always create amazing, awesome, powerful results!

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