MARKETING POWER WORDS: Do "Free," "Limited" and "Bestseller" Still Pack a Punch in Marketing Copy?

In the fast-paced and ever-evolving landscape of marketing, the power of words can make or break a campaign. There are certain words that have a unique ability to capture our attention, entice us, and prompt us to take action.

Among these influential words, "Free," "Limited," and "Bestseller" are known to be marketing powerhouses, but are they still as effective as they once were?

Because of their power, they’ve all been overused and overhyped. And, for all but one, they are now met with skepticism. So, does that mean you should never use them?

No. They still pack a punch and have power. But you need to use them in a different way.

In this blog post, we'll explore the enduring influence of these three power words and how to use them ethically and effectively in your marketing strategies.

The Allure of “Bestseller”

The word “Bestseller” or “Best-selling” holds a special place in marketing. There’s safety in numbers. And this phrase implies popularity and carries a weight of trust and authority.

When a product or service is labeled as a bestseller, it suggests that many others have already purchased it. For authors, it’s a symbol of credibility and success. However, in recent years, the term “bestseller” has lost some of its luster.

There are no shortage of best-selling authors or books called out on platforms such as Amazon and LinkedIn. Authors can now achieve best-selling status by simply having enough friends and family purchase their book within a short timeframe.

The result? There’s an oversaturation of books with a “best-seller” icon on the front cover. And an abundance of people claiming they are a bestselling author on LinkedIn.

Yet there’s a big difference between being a bestselling author or item for one hour, compared to an entire day, and entire week or an entire year.

So, how can you make “bestseller” work in marketing today? The key is to be specific. Tell your audience how many items have been sold or for how long a product has held best-selling status. For instance, say a book was a best-seller in a specific category for 15 consecutive weeks (or days).

If you’re listing best-selling items on your website, provide context. Say “These are the top 30 most ordered items within this category.”

The word is powerful. Specifics add credibility and help build trust with your customers.

The Persuasion of “Limited”

"Limited" is another powerful word in marketing, and it operates on the principle of scarcity. People have a fear of missing out, and this word plays on that fear effectively. You've likely encountered phrases such as "for a limited time" or "limited edition." However, "limited" isn't always as straightforward as it seems.

In the 1980s and 90s, the collectibles industry toyed with the concept of "limited." You’d see products promoted with limited editions of 45 casting or firing days. That sounded small.

But in reality, the industry broke those days into hours. And the number of items you could produce in a factory over a total of 1,080 hours was in the tens of thousands.

While it drove a lot of sales, this manipulation eroded trust as customers discovered that what they thought was a scarce item was, in reality, mass-produced. And the power of limited began to run out.

A similar thing happened with the phrase “for a limited time.” The phrase implies the offer, deal, or product won’t be around for long. But, too many companies only used it to motivate people to take action. And as people realize the promotion hasn’t ever seemed to end, more trust was eroded. And a greater level of skepticism emerged.

To make "limited" work for your marketing, be specific. Tell your audience how many items are available or precisely how long the offer will last.

If you plan to bring back the offer, communicate when the window will close, whether it's for the month, quarter, or year. Specificity maintains the motivating power of "limited" without leaving customers feeling deceived.

The Magic of “Free”

"Free" is perhaps the most powerful word in the English language from a marketing perspective. We all love getting something for free. However, like "limited" and "bestseller," the term "free" can lose its charm when used manipulatively.

Have you ever purchased a product or service because it promised something "free," only to later see the same product offered at a lower price without the free item? It's a disappointing experience that leaves us feeling tricked.

The key to using "Free" effectively is honesty. If you're increasing the price of a product or service to include a free item, it's not genuinely free. You need to believe that you can sell the same product or service at the same price without the free item to use the word "free" honestly.

Instead, if you’re adding items to an offer to add value, consider positioning these items as bonuses included with the purchase. Market it as a bundled offer. And share with your customers what they're saving by getting these items with their purchase.

Honesty is the path to building trust and establishing long-term relationships with your audience.

The Takeaway: There’s Power in Specificity

In the world of marketing, words hold incredible power. However, the effectiveness of these power words, such as "free," "limited," and "bestseller," depends on how they are used.

To ensure these words maintain their potency, specificity is the key. Be transparent about the number of items available, the duration of offers, and what makes something a bestseller.

The ultimate goal is to create a better customer experience and build trust with your audience. By using these power words responsibly, you can enhance your marketing strategies, win over customers, and foster long-lasting relationships.

In marketing, the power of words is undeniable. And by understanding how to use them effectively, you can propel your business to greater success.

So, go ahead, use these phrases. But use them wisely, with clarity, and with your audience's best interests in mind.