If you are looking for marketing phrases to attract customers, you must first ask yourself (Why?) is it important to use catchy and impactful phrases in how to market a product and your services? And on what basis can you say that a phrase is among those marketing phrases to attract customers that truly have the power to influence their purchasing decisions? 

By using marketing phrases to attract customers in the product description and its promotion, marketing phrases tend to steer customers towards the benefits of the product. If leveraged professionally and strategically based on customers' psychological needs, they can strike a responsive chord with prospective customers and influence their buying decisions.

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How do we think? How are we influenced?

Researchers asked a group of people whether they would choose to undergo surgery if the survival rate was 90%. Meanwhile, the other half were asked whether they would choose surgery given a 10% mortality rate. The surprising result was as follows:

A larger number of people were welcoming and happy to undergo the surgery due to the positive framing provided and the high chance of survival, even though both pieces of information were mathematically identical.

This is linked to a core concept in psychological makeup represented by a strong bias toward things that appear more positive. We can leverage this to innovatively attract more attention to your brand with a simple step. Additionally, there are several other triggers we will explore below, along with appropriate examples showing how to capitalise on them effectively.

Framing Overview

Framing deals with how we make different decisions depending on how information is presented to us. When we make a decision, a whole host of factors play a role in our choices—whether consciously or unconsciously. In fact, the major impact of framing is due to our brains taking mental shortcuts using relative comparisons rather than absolute judgements. This means we know whether something is warmer or colder than before, but no one can lick their finger, hold it up on a warm day, and say:

"Oh, the temperature is 26°C!" There must always be a comparison with something already seen or experienced, and this is what we can achieve when crafting marketing phrases to attract customers.

Examples |

Life-enhancing phrases

• Makes your life better.

• For a finer experience.

• Makes things easier for you.

• Simple and within reach. 

• Enhances your beauty.

Phrases with real promises

• Feel the difference with us.

• Real results.

• Flawless from start to finish.

• Try it yourself and see the difference.

How are we influenced by DESCRIPTIVE NORMS? 

Simply put, the way others act significantly influences our subsequent behaviour. Psychologically, these factors that impact our behaviour are referred to as descriptive norms, and they can be harnessed when writing marketing phrases to attract customers. 

Experiment | Psychologists in the United States decided to test the effects of descriptive norms by seeing if they could prompt more guests to reuse their hotel towels. They tested a descriptive norms message alongside an environmental message. The environmental message read along the lines of "Help save the environment, please reuse your towels," while the descriptive norms message stated that "75% of guests who stayed at this hotel reused their towels at least once during their stay." Surprisingly, the descriptive norms message outperformed the environmental message in its level of impact. However, when people were casually asked which message they thought would change their behaviour, they prioritised the environmental one over the descriptive norm.

Examples |

Aesthetic descriptive phrases

• 90% of customers enjoyed immediate results after using the product. 

• Customers who tried the product described it as beautifully simple.

• A product inspired by… that impressed fashion enthusiasts.

The impact of SOCIAL NORMS

Most of us dislike thinking that others influence our decision-making process. The truth is that our automatic brains (System 1 thinking) constantly adapt our behaviours according to what we believe others are doing. Don't worry! Herd mentality and conforming to group norms are very positive for your survival in various situations, and you have likely relied on this in your past experiences just like most humans. Now, the time has come to leverage it when crafting marketing phrases to attract customers.

Examples |

• Recommended by experts.

• Customers' number one choice.

Does SCARCITY manipulate us?

People value things more when they perceive them to be scarce. When there is a limited or rare resource alongside high demand, people are more willing to pay premium prices for the product or service, which can be capitalised on when writing marketing phrases to attract customers.

There are several ways people employ scarcity techniques to boost online sales. Some examples you might be familiar with include seasonal events, special collaborations, clearance sales, and more.

This works even if the scarce resource is not genuinely rare. The diamond industry uses scarcity to maintain high desirability for diamonds. Although around 135 million carats are mined annually, a significant portion is stockpiled to keep prices and perceptions of scarcity at all-time highs.

Examples |

• Exclusive.

• Limited edition.

• Seasonal release.

• Only a few left in stock.

Leveraging FOMO (Fear of Missing Out)

One way to encourage customers to purchase products is to signal that if they don't buy now, they might not get another opportunity. The perceived fear of missing out is particularly motivating because we are naturally loss-averse; we find losing twice as painful as winning is pleasurable. Therefore, indicating that an item is in limited supply makes us want it even more. In addition, setting a limit on the quantity people can purchase increases the likelihood of buying more of the item, making it an extremely effective tactic in writing marketing phrases to attract customers.

Examples |

• Hurry while stocks last.

• Last chance.

• You don't want to miss this / Don't miss out on this.

• For a limited time only.

• Offer ending soon.

• Sale ends soon.

• These are exceptional offers—don't miss the opportunity.

Make the customer feel special

One of the winning cards is making the customer feel valued; the more unique they feel—whether through product quality or communicative interactions—the stronger their loyalty becomes. You can leverage this effective trigger when crafting marketing phrases to attract customers.

Phrases that enhance exclusivity and personalisation

• Special discount for our customers.

• Great discounts for the first ten subscribers.

• Distinguished by the finest materials and craftsmanship.

• These products were created especially for you to shine.

• Because you deserve the best.