When it comes to marketing and sales, how marketers and salespeople deliver their message to potential customers is extremely important. This often comes down to fine tweaking words to make sure they convey the right meaning and don’t produce a negative quality in the customer’s mind. That’s why both should be focusing on action words and those that conjure strong emotions to drive the customer to what they’re selling. Additionally, getting the customer to imagine themselves being successful using a product or service is critical in securing a deal.