The word “Grab” dominates Walkers’ marketing of their crisps. It jumped out at me when I looked at the display. “Grab” is a powerful word because it conveys a sense of urgency.
Grab is a verb – a “doing” word. The kind of word to encourage the reader to take action. It sounds alive and vital. If you say it to yourself aloud or simply in your head it makes you think more of a gunshot than a lullaby.
The a – the vowel – is short, unlike the longer sound of ah, for example, and it ends with a consonant. Some consonants can be extended – you can say lllll or vvvvv for a long time but B has to be said and then completed.
The words you choose make a big difference
I once wrote the words for a customer who had two parallel businesses: one for nurses and care workers and one for those who worked in the fitness industry. Both teams were in the meeting when I read the website words out to them, and the contrast was profound.
Those who worked in the care sector had tears in their eyes when I read theirs, while the fitness men responded to their website words by punching the air. Both were completely confident that I had understood exactly what their business was about.
The words for the fitness site were all about action. Short sentences, verbs that emphasised action, and sounds that were more explosive like dd or tt. “Grab” would have fitted in perfectly.
The words for the carers sounded softer to read aloud. Longer vowels sounds, consonants that could be carried on like sss or fff for example, and longer sentences which flowed. The words themselves described emotions more than actions, and questions were more of an invitation to reflection than to get up and get physical.
Both led to calls to action but through different routes.
Grab used in marketing
I am sure that Walkers have done research to discover that the word Grab on their packets encourages purchase. The word is probably entirely effective… even if it is on a large selection of packets where obviously there are enough for everyone.
Grab is used a lot in internet marketing especially in connection with an offer that will go away quickly. The aim is increase the awareness of scarcity and heighten the value by making it only available for a short time.
Grab your free xxxx here!
Grab yours before it goes
Quick! Grab it now!
Ending soon. Grab yours today.
The emotion is heightened deliberately to break down inertia and encourage someone to take action. If action is not taken immediately the chances are that the purchase or the sign up will not be made. Life will take over and the opportunity will be lost.
Very often the scarcity is fake. You come back to the site and see that the same deals are available. Personally I feel that creating fake scarcity is not ethical. It is likely to damage reputation, and feels sleazy. A quick win instead of long term repeat business is no win in my view.
Let your words reflect your instincts.
Personally I hate the word “grab”. I remember telling my children not to grab. And when I was a child we were told by my parents and grandparents to “wait”, so the biscuits were passed to adults first and later we could take one ourselves.
It may not be natural to put oneself last, but it was part of learning about courtesy and being socialised.
Times do seem to have changed, but I still dislike the word Grab. I would never use the word to encourage any of my readers to take action.
What kind of words are you using to encourage people to take up an offer? Don’t use words that feel wrong. Your instincts will guide you. If a word does not fit with your reputation or your marketing – don’t use it!