Marketing and Engagement Power Words
Why are power words important and what exactly are they? Power words are words that invoke strong emotions out of your prospect. There is a lot of psychology that goes into why these words are so powerful and why they work so well.
I just read this on Sales force (link) "Words matter when it comes to marketing. Even in situations where it seems like two words mean the same thing, they can actually have very different connotations for consumers.
You have a very short amount of time, and often an even shorter number of characters, to get a message across to your customers. If, for instance, you’re putting together a Facebook ad for your company’s new offering, you have to make every single word count. So choose your words carefully.
There are several different types of powerful words you can use to really drive your brand’s message home and evoke certain emotions from consumers. Here are some examples of ways you can use word psychology to improve your brand messages."
We are not going to bore you to tears with diving into the psychology part, Rather we will give you a list of words to use in your copy and details as to why they work.
The reason this word is so powerful and works so well is because you are addressing the person reading your sales copy directly. You are making it personal for the prospect. So you wouldn’t say something like, “Marketers want to make a substantial income from home. I reveal how to do it.” Instead you would say something like, “You want to make a 6 figure income from home. My powerful tell all book reveals exactly how.” The more personal you make your message, the better your chance of reaching the prospect.
People love to save money. Anytime they can do that, they’re happy. Saving time is another big advantage. So you would say things in your sales copy like, “My system will save you time and money.” This triggers a button in their head that tells them that if they don’t do this they’re going to miss out and lose money and time. This isn’t a pleasant thought, so they are more likely to make a purchase.
We live in a skeptical society. People don’t take things at face value anymore. So you have to prove things to them. The word proven is very powerful because it reinforces the idea in the prospect’s mind that what you are going to reveal to them does in fact work. You might use this word in a sentence like, “These proven methods on lead generation have netted top marketers over $6,000,000 annually.” This suggests to the prospect that if they don’t get these methods right away, they’re going to miss out. Why? They’re proven!
This is a big one, and not just for people who are selling health products. The whole world is concerned about their health and well being. If your product can, in some way, make them healthier, they want to know about it. You might use this power word in the following manner.
This power word doesn’t just apply to the kind of love between man and woman or whatever. Haven’t you, many times in your life, said something like, “I’d love to be able to live in a mansion”? It’s a common thing that we say all the time. So in your sales copy, you’d say something like, “If you’d love the idea of being able to control somebody else’s mind, our telekinesis course will make you a master of mind control.” Okay, it’s a little corny, but you get the idea. People LOVE to do things. It’s a powerful word. Use it!
This word tells the prospect that your product or service is something different, not like everything else. Now, unique isn’t always a great thing. So you have to use this word and also explain what makes the item unique and then explain the benefits related to its uniqueness. This is a word that I don’t use very often unless it really applies. I mean how many really unique things are there in the world? But if it applies to your product or service, then by all means use it.
This is as big as it gets. People want more money. Why do they want more money? Money allows them to do and get the things in life that are most important to them. Without money, let’s face it, we are limited to what we can do. You might use money in a sentence like, “Save money by using our simple formula for grocery shopping the smart way.” Here we have actually combined two power words, save and money.
People are always after the newest thing. It may not be any better than what they had before, but if it’s new, they want it. New is one of the most powerful words you can use. A statement like, “Our new bleach cleans your whites better than ever.” Simple, direct and to the point. Who’s not going to buy their new bleach if it’s going to clean their whites that well? If your product is new let people know it.
Oh how we love things that are easy. Nobody wants to work hard. Heck, I don’t want to work hard. I do because I know I have to, but prospects don’t want to work hard. So you have to tell them, if it applies, that your widget is easy to use or is going to make their life easy. An example would be something like, “Our easy to use system will have you in profit in 3 days or your money back.” Who’s going to be able to resist something like that?
This is another big one. Not only do people want proof but they also want a guarantee. They need to know that this widget of yours is going to do the trick, guaranteed. This takes the risk out of the purchase. Sometimes just doing that makes all the difference between a sale and no sale. You might say something like, “Our widget is guaranteed to remove your t problem in 3 days or your money back.” Take away the fear of risk and the sale is more assured.
People want to think that something really packs a wallop. The word powerful does just that. It instills in their minds that if they do or use whatever it is you’re hawking, they’re going to have an advantage. For example, you might want to use something like, “Our powerful methods of lead generation will build you a list of 10,000 strong in less than 30 days.” Now, if you can deliver on that kind of promise, great. The point is, by using the word powerful in the above statement, you reinforce in the prospect’s mind that these methods are so good that they’d be nuts to not use them.
This might seem like an odd one to you, but trust me, if you can incorporate this 2-word combo into your sales copy, you can come up with something that may very well skyrocket your sales. But why does this work? What the if-then model does is it takes all the “yeah, sure” out of the prospects mind. In other words, it puts a little bit of the responsibility on them. Yeah, I know the $15,000 a pop copywriter will tell you never to do this. But if done correctly, it can work. For example, take this headline…
People like things that are exciting. That’s why we use the word exciting. It gets the reader pumped up. We want the reader pumped up because the more excited they are, the more likely they are to buy. So you might want to use something like, “This new and exciting method of divination will fascinate your friends.” I plan to use something like this when I release my new form of divination on the Internet. Look out for it if you’re into that stuff. If not, just ignore what I said. No, not about using exciting…that you can remember.
People like to feel that they’re part of a small group, that they’re special. So, if you can include the word exclusive in your sales copy, this will make them feel special. An example would be something like, “Our exclusive membership will give you access to all the materials you’ll need to generate a 6 figure income online.” This makes it sound like you’re going to be one of very few people who will have access to this membership. Again, make the prospect feel special.
This power word follows the same principal as exclusive. This makes the prospect feel special, to know that they are going to be the first to have access to whatever it is you’re selling. You might want to use this word in a sentence like, “Be the first to experience the power of mind control and get anybody to bend to your will.” Nobody wants to be the last to get in on something. We all want to be the first. Don’t ever forget that.
This one powerful word. Nobody in their right mind would pass up the chance to get something for free, especially if it’s going to help them with a problem. In copywriting, this word is usually used to offer the prospect something free if they purchase the product, such as a free sample to try or a month free membership. I don’t think I need to give examples here. Take a look at the product you’re selling and see how you can incorporate some free offer into it. This alone will increase sales significantly.
This word isn’t quite as good as new, but when something is improved, prospects are going to want to know about it. Take a look at the TV commercials for bathroom products. Everything is new and improved. People like things that are improved. It means that they’re better than what they had before and better is always, well, better. An example statement would be something like, “XYZ bathroom scrub is improved to clean your bathroom with half the effort of the old formula.” If you can find a way to incorporate improved into your sales copy, do it.
This is another very powerful 2-word combo in copywriting. When somebody reads that something is a limited offer, the fear of loss comes into play. Nobody wants to be left out in the cold. If they think that they can only get something for a certain length of time or until a certain number of units are sold, they’re going to be more likely to take advantage of that offer. That’s why you see statements like, “This is a limited offer to the next 100 orders” or something like that. When used properly, meaning honestly, it can be very compelling.
Isn’t this the bottom line for most of us? We want results. We don’t want to waste our hard earned money on yet another product that isn’t going to get us results. An example of using this power word would be the following:
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These are some of our favorite, there are many others, but these power words are what have proved most effective.
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