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Top Realtors and loan officers know that words make a difference in dealing with buyers and borrowers. It may seem obvious, but word choice, be it in advertising or client relations, has a big influence on what customers think about any given organization. Take, for example, the statement that "we can get you more loan business, trust us." The reader is highly unlikely to do so; in fact, he or she would likely be rather suspicious. The phrase "trust us" is a "negative transfer phrase"; that is, it elicits a psychological response that is the opposite of its intention. However, if told to "imagine if we can show you how to generate enough loan growth to not only meet your budget, but easily surpass it," the customer would be both interested to hear the solution and inclined to, yes, trust that...()