Semantics ? the language you use to describe your product and offer ? can make a huge difference in bottom-line results.
If that were not true, no car dealer would advertise ?pre-owned automobiles.? They would just sell used cars.
Another example: Collin Street Bakery, headquartered in Texas, was struggling to generate sales for its fruitcake.
The cakes are delicious. But ?fruitcake? has a negative image.
One of the reasons Collin Street fruitcakes taste so good is they are made with pecans grown on the Texas river banks.
So Collin Street Bakery repositioned their fruitcake, calling it a ?Native Texas Pecan Cake.?
The results: response rates to direct mail selling the cakes increased 60% ? and the promotion was so successful, the bakery mailed 12 million pieces of mail.