Words can easily be misunderstood—Choose them wisely.
Words can start wars, or make people fall in love.
Words should be transparent, authentic and without hidden agendas.
Words can INCREASE or KILL energy.
Words justify logic.
Words can build value over price.
Words invoke emotions. Emotions play a major role in most purchase decisions. Never lose sight of how potential customers want to feel: Safer, healthier, smarter, more attractive, in control and that they didn’t make the wrong choice.