Life Takes Visa

As a copywriter, I’m very sensitive to the meaning of words. Often, the right word (or the wrong word) can make a substantial difference in meaning and response.

For instance, I like to tell the story about when I tested the phrase “No Sweat” against the phrase “No Problem” in a Google Adwords ad.

Only one word was different… and yet the phrase “No Problem” pulled double the response. (My opinion: The word “sweat” was a huge turn-off to women, and they were the primary target audience.)

To show you how sensitive language is, let’s take a look at what I believe is one of the best marketing slogans being used today:

Life Takes Visa

The phrasing of this slogan is brilliant because there are many layers of meaning built into just three words. And it all hinges on the ambiguity of the word “takes.”

So, Life Takes Visa can be interpreted to mean:

• Life accepts Visa.

“In a world where everybody wants to fit in, Visa makes you acceptable. Furthermore, Visa is accepted at thousands of retailers worldwide.”

• Life embraces Visa.

“Not only does life accept Visa, life embraces Visa. It is a welcome addition to our lives. Heck, it’s practically part of the family!”

• Life requires Visa.

“Cash is so antiquated. It’s hard to carry, not to mention risky. To really make it through life, you need to have a Visa card. It is accepted at more retail locations than any other credit card on the market today. Without one, you will some day suffer the embarrassment of not having the means to pay.”

• Life demands Visa.

“You can’t get through life without one. It’s as simple as that.”

One Word Makes All the Difference

Do you see how many layers of meaning are built into this one simple phrase, Life Takes Visa?

If any other word had been used in place of “takes,” the slogan wouldn’t have been nearly as powerful as it is.

Now, generally speaking, I’m not a big believer in the power of slogans. But this is one I really like, if for no other reason than for the lesson it teaches.

Take a moment to examine your own sales message.

• Are you conveying the right message with the right words?
• Are you accidentally conveying the wrong message because of ambiguous words?
• Are you using any words that could be misinterpreted in a way that hurts sales?

Identify words you’ve used that can be interpreted in multiple ways, then make sure they are communicating what you intended to communicate. Find better words when necessary. Do this and your sales message will be strengthened automatically.

-Ryan M. Healy

P.S. If you’d like to see the “sister post” I wrote on my debt blog, go check out Visa Takes Life.