In order to be able to effectively reach the customer, creation of at least one “power phrase” for a  product is necessary. A power phrase is a short riveting statement that both catches people’s attention and explains your product’s benefits. Some tips on coming up with power statements are:

1. Be clear and specific. “Four minutes” is better that “saves time.”

2. Personalize your message: “I’ll help you” is better than “complete technical information”

3. Use a series of three words or phrases such as: “snap, crackle, pop” or “proven, fast and effective.”

4. Write all statements from a customer’s point of view. “New patented nozzle snaps onto to the air valve to cut repair time” is written from the company’s point of view. “Easy to use, even when you’re cold, wet and tired” is a statement from a customer’s perspective.

5. Address prospect’s anxieties: “Don’t be another face in the crowd.”

6. Use statements that meet customers’ goals: “ride farther and faster than ever before.”

7. Include alliterations: “develop, diagnose and direct” is a good phrase for a medical analyzer.

8. Use parallel sentence structure, which means you use the same sentence structure through a power phrase.

EX: “Saves time, promotes accuracy, delivers immediately”.