Hey there, fellow business owner! 

Isn’t language fascinating? It’ll come as no surprise that we have a slight obsession with words and their impact.

Because words have power. They can alter how your message is received. The words you use can be the difference between a prospective and a customer.

So, in less time than it takes to drink your morning brew, you’re going to find out which words you should eject from your vocab and what you should say instead to get the results you want.

Today in less than 3 minutes, you’ll learn:

  • Three word swaps that make a difference and will get you more sales
  • Why they work 
  • Simple, actionable ideas of how to use them in your marketing

3 Simple Word Swaps You Should Use In Your Marketing

Marketing is about relationships, and there isn’t much that affects your relationships more than the language you use. So, let’s not beat about the bush…

1: The Cost Of Cost 

Using the word cost could be costing you. How? What does the word ‘cost’ mean to your prospects? It means sacrifice. And loss. This isn’t the feeling or impression you want to give.

What To Say Instead…

Replace ‘cost’ with ‘investment’. Here’s why:

  • Change the perspective: Using the word ‘investment’ gives the impression of spending money to get something back in return. 
  • Cost means loss. But investment means that it will provide returns or benefits over time.
  • A cost can feel like unnecessary spending, but an investment is a sensible decision.

 2: The Problem With Problem  

Saying ‘problem’ is like saying ‘don’t look behind you’. What happens? The person focuses on the one thing you don’t want them to see. But you want to solve problems without highlighting them!

What To Say Instead…

Swap the word ‘problem’ with ‘challenge’. Here’s why:

  • Positive framing: Instead of dwelling on negativity, ‘challenge’ sparks curiosity and a desire to conquer.
  • Appeals to ambition: People respond to feeling like they can rise to the occasion. ‘Challenge’ invites them to test their skills and achieve something.
  • Highlights your solution: ‘Challenge’ emphasises the role of your product or service in overcoming problems. You become the hero of the story!

3: Cancelling Your Contract With Contract   

Woah, contract sounds like scary commitment-fest where it’s going to cost you if you change your mind!

What To Say Instead…

Avoid ‘contract’ and use the word ‘agreement’. Here’s why:

  • Sounds less formal: Using ‘agreement’ instead of contract can make the commitment less intimidating. It moves away from heavy, legal connotations.
  • Feels friendlier: ‘Agreement’ sounds mutual and flexible. It has “working together” vibes.
  • Reduced friction: Using ‘agreement’ lowers psychological barriers. People are more likely to engage if they feel it’s a collaborative process, not signing away their rights.


How you word things can change the perception of what’s being said. Tiny differences in language can make a huge difference to the emotional reaction of your reader. 

People’s emotions are vital when it comes to converting a sale. So, while it might feel OTT to think about little words, we promise you’ll see a difference.


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