Words can make a connection
or those same words may repel
a prospective client or customer.
This is where it pays to know your prospect
And know the language they use themselves.

Words like, “Have to,” “Need to,” “Got to”
On the other hand,
C-suiters and many professionals respond better
To phrases like, “Research shows,” or
“I’ve seen best results with…”
Even, “I recommend.”
With these phrases they have a sense that
They are determining their
Next step. Not you.

Persuasion is in the power of the tongue..
Specifically, the words you choose.