In English, as with many other languages, the same word can mean many different things. As just one example, the word "set" has over 450 meanings in the Oxford dictionary. Words like run (396), go (368) and take (343) also have many, many meanings.
Likewise, subtle changes in our languaging of marketing messages can have a dramatic impact on results. I remember reading a study which reported that when stores changed their greeting from "may I help you" to "have you been in before" sales jumped by 15%.
In marketing, thinking like your reader and communicating in terms they understand is key to generating the responses you desire. For instance, many of your websites list "conjunctivitis" as something that you treat. While the use of the word is technically correct, reality is that consumers understand "pink eye" far more than "conjunctivitis." Further, when you communicate in emotional terms, results will soar. We buy on emotion. We rationalize our purchase with fact.
This short video has a variety of profound messages, including the power of the careful use of words in your marketing messaging. Enjoy!