There are “power words” and there are words that grow out of powerful ideas. Of the two kinds, only one of them endures.

When we understand that, we understand how words can be incredibly attractive, yet almost invisible.

That’s a kind of marketing that makes a person feel better for having encountered it.

This video looks at two words at opposite ends of the attraction pole: one concrete word that kills attraction, and one invisible word that enhances it.

    16 replies to "Invisible Attraction"

    • Jeff Harrison

      This was so timely. I just received 8 scripts to go over from a client. She was supposed to be sharing her why message.
      It was packed full of the β€œword” that killed the message.
      Thanks Stephen you just keep bringing the truth.

      • Steven Washer

        Thanks for letting me know, Jeff. I love the timing of it!

    • Wiz Withers

      I can’t remember (or rather, don’t want to remember) how many online courses and products I purchased in the mid-2000s that promised that (task) would be (the word).

      What I most appreciated was being reminded of the (opposite word). Thanks, Steven!

      Wiz…

      • Steven Washer

        RE: the early (and late) 2000’s, you and me both, Wiz!

    • Rebecca Johnson

      I worked for a software company years ago, and Windows graphic design programs were hundreds of dollars. As we introduced what we considered a game-changer, introductory graphic design program for aspiring home users, our VP of Marketing would chant Fun, Fast and Easy!

      Thanks for sharing this video! I’ll come back and listen again, as I write copy for my budding online business.

      • Steven Washer

        Ah, yes. The marketing mantra. So seductive…

    • Alan Clark

      Thanks Steven. Very interesting. Does that mean all synonyms for easy, eg simply are also negatively received? Alan

      • Steven Washer

        Great question! First off, I was referring to a specific use case that most people can identify with, having been subject to it so many times.

        A synonym used in another context is perfectly cool.

        Just as one example, in a sales video, while drilling down into a tactic, certain steps could be demonstrably easy to carry out and it would be perfectly legitimate to say so, because one could see it.

        So this is not as much a blanket condemnation of a word as it is a caution to approach it with respect for the radioactive charge it carries.

        • Alan Clark

          Thanks Steve

    • Ron DuBois

      I’m curious if using the word “easy” is always bad. For instance, I frequently write something along the lines of “It’s simple, but it isn’t easy.” What are your thoughts?

      • Steven Washer

        Hi Ron! If you read my answer to Alan, just above, it should help.

        Also, “simple vs. easy” is a classic way to throw the idea into stark relief. All of a sudden, “easy” seems more like “superficial” and therefore less desirable than the value of what you’re trying to communicate.

    • James Dekle

      I want that “Vidget Widget” or about anything else you have to offer Steve. Credibility comes from demonstrated mastery and you, sir, have it!

      • Steven Washer

        Thank you James! Just for that we’ll give you the Lovey-Dovey Method as a bonus. :))

    • Teena

      Steve this was great! But I’m shame-faced and tail between legs — I use the word “easy” waaaay too much and I was reminded of that just yesterday when a friend said to me, “Yes that technique is easy for you. You’ve had years of practice and I haven’t.” That was like a slap in the face from a wet fish! When I’m teach courses I always assume the student is a newbie until I get to know more about them, but hearing this from my friend in a casual conversation — and then having it confirmed by you today, was a good kick in the backside I obviously needed! Thanks O Guru! πŸ™‚ PS — I also grabbed your “27 Videos” PDF — such a wealth of information, so clearly laid out, excellent!

      • Steven Washer

        Thank you, Teena. Glad you liked FunnelVision. Not TOO easy to read, I trust? πŸ™‚

    • Mike

      Good stuff, Steven…thanks!

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