We need to know the password to access bank accounts.
Same is true with home security systems, cell phones, computers, social media, and more.
Forget the password and the world says, “forget you!”
This is also true in getting consumers to buy from you.
Use the wrong words and they reject your message. Use the right words and your message passes through their defenses and enters their brain, where it can germinate.
(Talk to a young female school teacher differently than you would talk to a 54 year old guy working construction, for example.)
I know, this is basic stuff. Basic stuff that great marketers like Apple, Google, WalMart, Disney, GEICO, McDonald’s, and Nike are awesome at.