Sales professionals often spend a good portion of their day crafting emails. While they might be adept at verbal communication, they may not be as skillful when it comes to the written word. Still, emails matter. Sales reps must know how to use the right words in their emails if they want to make a great impression on clients and prospects and increase their chances of landing a meeting.

Steve Adcock, a contributor to CNBC, CBS MarketWatch and The Ladders, says there are seven phrases and words that can help sales professionals communicate their message clearly and decisively. We highlight Adcock’s suggestions in this issue of Promotional Consultant Today.

No. 1: The recipient’s name. Adcock says personalizing your emails establishes an immediate connection between you and the recipient. He recommends using recipients’ names when it makes sense. In other words, do not stuff names unnaturally into your email message. This appears spammy and computer-generated.

No. 2: Simple. By including the word “simple” in your emails, you convey that your message isn’t complicated. People are busy and prefer things that are easy and smooth over things that are complex and difficult to understand.

No. 3: Also. According to Adcock, words like “also” and “and” are great ways to imply something important. These words are especially valuable when writing sales or marketing emails. By using these words, you demonstrate that the recipient is getting more than just one piece of valuable information. Everybody likes a little something extra if it adds value.

No. 4: Right. When people see this word, they often think of other related words like “correct” or “appropriate,” says Adcock. “Right” is typically associated with positive feelings—which is how you want people to feel when they read your emails. When you use the word “right” early on in your message, you can set a positive and confirming tone for your email.

No. 5: New. Most people love the word “new” since it conjures images of clean and high-quality. That’s why we use the phrase “new car smell.” Adcock notes that when something is new, it is also often fresh or never seen before, which people like.

No. 6: Freebie. A “freebie” is something that people get in exchange for something else. Maybe you send them a free download or checklist in exchange for their contact information. You should use “freebie” or something like it in your emails since most everyone likes getting something for nothing.

No. 7: Backed. Adcock says the word “backed” implies authority. For example, if you say that something is “customer-backed” or “research-based,” you can help add credibility to your statement.

If you want more clients and prospects to read and respond to your emails, try incorporating some of the above words and phrases into your copy. You will come across as a smarter communicator and inspire recipients to take action.

Compiled by Audrey Sellers

Source: Steve Adcock is a regular contributor to The Ladders, CBS MarketWatch and CNBC. He writes about mental toughness, financial independence and how to get the most out of your life and career.