How do you choose between two or more products and end up buying one? What drives you to pick an item you’ve never used before and decide to try it? It must be the power words used to sell. The type of words used to market a product or service plays a big role in how these products or services thrive in the marketplace.
The human mind is largely controlled by the power of words, even though one may often never notice it.
Of course, there are other brand attributes that contribute to how you pick a product, but the one that always helps make the final decision is the power of words. There are certain words that definitely help make that final decision and these are the power words.
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What Are Power Words?
They are descriptive and persuasive words that create an emotional response, either positive or negative. Such words will trigger emotions such as excitement, FOMO (fear of missing out), lust, greed, or basic curiosity among other emotions.
And it’s for this reason that marketers use power words to persuade and compel their customers or audience to take the next action.
What Are the Qualities of Power Words?
An effective power word must have the following qualities to trigger the right emotion.
- Descriptive
- Unique
- Surprising
- Driven by Action
- Provocative
The Importance of Using Power Words in Your Content
There are two main reasons why power words are always used in marketing:
They Pique Curiosity
Triggering curiosity in your audience is one of the most effective ways to sell since naturally human beings find it hard to resist curiosity. Using the power of words can activate a person’s curiosity thereby leading to a click, a share, or whatever action you need the customer to take.
They Arouse Emotions
Psychological studies have shown that people’s emotions contribute to their purchasing behavior. As a marketer, this means that you have to connect to your customers’ emotions. Using power words that evoke these emotions in a way that creates a longing for the product or service is key in marketing.
Types of Power Words
There are a number of types of power words. But the main categories are twelve and these are best at triggering the right emotions and piquing the audience’s curiosity. Here they are:
- Encouraging
- Curiosity
- Lust
- Fear
- Anger
- Greed
- Safety
- Lust
- Lazy
- Vanity
- Power
- Confidence
Encouraging Power Words
One of the easiest ways to get people to buy your offer is to pump them up with excitement and some positive energy. People are constantly looking for the next thing that will make them feel better or hopeful. They want anything that promises to improve their current state of life.
The power of words is probably the easiest way to make this happen. As a brand, you can increase traffic, boost your engagement and convert simply by encouraging your audience.
Here are examples of encouraging power words you can use in your content:
- Courage
- Quick-witted
- Gorgeous
- Command
- Phenomenal
- Prevail
- Glory
- Genius
- Cheer
- Breathtaking
- Bright
- Brilliant
- Celebrate
- Fortunate
- Power-up
- Glorious
- Fulfill
- Notable
- Ferocious
- Optimal
- Persuade
- Prosperous
- Mind-blowing
- Excellent
- Bold
- Beautiful
- Booming
- Lucky
- Fierce
- Foxy
Curiosity Words
Retailers are using mystery appeals to create curiosity that leads to purchases according to research. Curiosity is a natural urge to find out more or experience more and it’s an urge that must be satisfied. With this knowledge, marketers can use the power words to ignite curiosity and make their content or product irresistible.
The power words can make your product, service, or content intriguing and they are effective in conversions. Here are some examples:
- Sneak-peek
- What no one tells you
- Unseen
- Controversial
- Cringe-worthy
- Little-known
- Concealed
- Confession
- Undiscovered
- Shocking
- Smuggled
- Undercover
- Blacklisted
- Censored
- Classified
- Illegal
- Illusive
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Lust Words
The word lust can have more than one meaning to different people. In marketing, it can mean something that someone truly yearns for. You’ve seen magazines selling by using a sexy person’s image on the cover. Someone can yearn for a certain type of body or hair or style. Lust power words can also be considered words that satisfy a desire. They are used to trigger this craving in the audience.
They can attract and retain attention which can eventually lead to a sale. Here are examples of lust power words:
- Orgasmic
- Climax
- Sensual
- Alluring
- Beguiling
- Pleasurable
- Passionate
- Deliriously
- Mind-blowing
- Excite
- Fascinate
- Charming
- Heavenly
- Sinful
- Magnetic
- Crave
- Obscene
- Sleazy
- Mouthwatering
- Exposed
- Frisky
- Hypnotic
Fear Power Words
From the fear of missing out to the fear of not knowing, this emotion can be used positively to motivate a purchase. This is not about scaring your customers away, it’s about creating a little anxiety to leverage on. For instance, you can run a promotion and create a little fear or anxiety of clients missing out on a lifetime opportunity.
It’s about making the target audience take a chance and avoid losing out. Here are excellent examples:
- Warning
- Looming
- Worry
- Last chance
- Suffering
- Invasion
- Dangerous
- Hazardous
- Trap
- Hack
- Drowning
- Devastating
- Scream
- Shame
- Beware
- Nightmare
- Blunder
- Bloodcurdling
- Collapse
- Poor
- Plunge
- Played
- Plummet
Anger Words
Anger or rage is another emotion that creates urgency and makes a person want to do something even more. As much as rage or anger are considered to be negative emotions, the urgency they create is what marketers leverage as a persuasive tool.
In marketing, anger power words are ideal when you want to nudge your audience to take the next step. This is especially easy when you are offering them a solution to a problem they might have failed to solve before.
Here are examples of anger power words:
- Weak
- B.S
- Worst
- Broke
- Vicious
- Morally bankrupt
- Raise hell
- Loser
- Lies
- Knock out
- Useless
- Trash
- Infuriating
- Snob
- Stuck up
- Suck
- Smug
- High and mighty
- Hate
- Harass
- Foul
- Disgusting
- Ruined
- Scam
- Slam
- Repelling
- Demolish
- Crush
- Preposterous
- Corrupt
- Coward
- Brutal
- Payback
- Barbaric
- Beat down
- Obnoxious
- Annoying
- Pesky
Greed Words
There’s a little greed in everyone. You can increase it in your audience by using greed power words. What they do is make your product or service seem incredibly valuable and incredibly scarce. And when your audience realizes this, the little greed in them is increased and they will want your product or service while they can get it.
Marketers can use these words to compel their buyers or subscribers to act quickly or they will miss out on a huge save-up offer.
Such words include:
- Bonus
- Freebie
- Gift
- High-paying
- Special
- Before
- Triple
- Wealth
- Cheat sheet
- Boost
- Undefeated
- Surge
- Exclusive / Exclusivity
- Elite
- Boss
- Unbeaten
- Elegant
- Clever
- Genius
- At the top
- Optimal
- Bold
- Amplify
- Fortunate
- Successful
- Value
- Hurry
- Expires
- While they last
- Sale ends soon
- Don’t miss out
- Reduced
- Savings
- New
- Extra
- Double
Safety Power Words
It’s of paramount importance that you make your prospective buyers feel safe in dealing with your business. After all, everyone wants to feel safe and you must prove that you value each customer’s safety.
Safety power words are about reassuring your audience that they will not be risking their money or time in engaging with your brand. Such power words are meant to make the audience feel like they are being protected from some loss and therefore they are given a little push to enter this safety zone. It resumes to building confidence around your offer and brand and making them feel like it’s just what they need to be on the safe side.
Examples of such words include:
- No risk
- Trustworthy
- Approved
- Track record
- Money-back
- Try before you buy
- Accredited
- Fully refundable
- Official
- Cancel anytime
- Science-backed
- Genuine
- Recognized
- Scientifically proven
- Best-selling
- Foolproof
- Research
- Authority
- Case study
- Ensured
- Well respected
- Professional
- Bankable
- Authentic
- Anonymous
- Reliable
- Refund
- Endorsed
- Studies show
- Certified
- Money-back
- Risk-free
- Expert
- Backed
- Privacy Protected
- Legitimate
Lazy Words
Nobody likes to do more than they need to, and this is where the power of words delivers efficiency. How does this happen? They simply make your audience grab the chance you’re giving them quicker to avoid doing something more in the near future and to also fulfill their current need easily.
Marketers use sloth power words to keep the audience motivated to take the next action and gain what they want with minimum work. They make the call to action more digestible and your content in general very enticing.
Examples of sloth words include the following:
- Straightforward
- No sweat
- Easy
- Itemized
- Guide
- Complete
- Effortless
- Light
- Painless
- Smooth
- Snap
- Downloadable
- Efficient
- Accessible
- Free
- Ready
- All-inclusive
- How-to
- Child’s play
- Simple
- On-demand
- Ingredients
- Formula
- List
- Swipe
- Template
- Minutes
- Manageable
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Vanity Words
Did you know that vanity is a great driver of purchasing behavior? Studies have shown that people buy things that make them feel and look good.
Vanity power words truly carry the power of words and this is why they are some of the most used power words in lifestyle and beauty niches. People want to look and feel successful and marketers use these words to help convert easily.
Here are a few examples of vanity power words:
- Remarkable
- Fearless
- Sensational
- Ahead of the game
- At the top
- Strong
- Attractive
- Beautiful
- Gorgeous
- Genius
- Quick-witted
- Elegant
- Smart
- Sassy
- Fortunate
- Awe-inspiring
- Elite
- Super-human
- Cheer
- Brilliant
- Kick ass
- Jaw-dropping
- Handsome
- Drop-dead
- Valor
- Successful
- Bravery
- Mind-blowing
Powerful Words That Give Power
In marketing, making your prospective buyers feel powerful is more effective in converting them than exerting power over them. When you make your target audience feel powerful, you’re actually building trust and confidence in your relationship with them.
Taking away the feeling of vulnerability and replacing it with a sense of power makes them confident enough to take the next action.
Here are examples of power words that make people feel powerful:
- Conquer
- Potential
- Upper Hand
- Mighty
- Supreme
- Forceful
- Elevated
- Able
- Control
- Influence
- Accomplished
- Paramount
- Command
- Clever
- Prevail
Power Words That Exude Confidence
Besides making your audience feel powerful, you need to exude authority and confidence in them. You want them to respect and trust your brand without making them feel inferior. You need to use power words that make you come out as an expert in your field. This will form the ground on which you’ll sell better.
Such words include:
- Confirmed
- Accurate
- Data
- No Doubt
- Unparalleled
- Proven
- Scientifically Shown
- Dominate
- Percent
- Guarantee
- Legit
- Actual
- Agree
Power Words That Build Trust
All your marketing efforts must be grounded on trust. Without trust, you will not be able to convince anyone to look at your product or service. No matter where your content goes, it must be shown that you can be trusted.
You can make people feel safe, greedy for your product or any of the other emotions discussed above, but trust is more than just an emotion. It’s the foundation of your entire marketing effort.
Here are some power words that will cultivate trust in your target audience:
- Verify
- Tested
- Pay zero
- Bona fide
- Results
- Authoritative
- Ironclad
- No questions asked
- Well respected Worldwide
- Dependable
- Fully refundable
- Recession-proof
- No risk
- Secure
- Protected
- Track record
- According to
- Scientifically proven
How and Where to Use Power Words
The power of words is most effective when used the right way. Here are various places and ways you can make the most of power words:
Power Words in Brand or Business and Blog Names
How can you stay etched in people’s minds? It’s through using powerful words in a memorable way in both your business name as well as in your blog or website name. Make yourself easy to be remembered but ensure it describes who you are or what you do.
Power Words in Product Names and Descriptions
It’s possible to use power words in product descriptions and product names. They add that needed punch to arouse the right emotions in your customers. And give the customers that nudge to take the next action without a doubt.
This is where copywriters come in handy. They use powerful words to tell the customer beforehand, what to expect from the product. What is your product promising to deliver? What solutions are you giving to them?
In the product description, power words will immediately attract attention and evoke the required emotion that will lead to the final action of purchase.
Power words ensure that your product name and description are not boring.
Use Power Words on Landing Pages
Once a prospective buyer lands on your website, then it means you’re the only one they’re listening to at that time. It also means that it is your chance to make a great first impression, and power words will help you stand out.
Here is where you leverage the power of words to ensure customers convert before leaving the page.
Your landing page headlines, content as well as sub-titles must all capture the visitor’s attention and arouse the right emotions and interest to purchase or subscribe.
You can A/B test various power words to see which ones work most effectively because again, your landing page is your converting machine. Win them with the power of words in a way they cannot resist. Use words that will make them keep exploring for more.
Amplify Your Headings and Sub-headings Using Power Words
The purpose of titles and sub-titles is to grab your readers’ attention fast. This is most effective when you present your irresistible offer upfront. And what will make the reader dive in to get more information? An attractive headline with power words will make or break your content.
Use suitable power words to draw your readers in to look for more. You can also include a CTA in your headline or sub-headline to boost the chances of conversion.
In sub-headings, power words are the first things the reader notices before committing to reading the content. They scan your entire content by reading the sub-headings. Catch their attention using the ideal power words that hint at what the piece is talking about.
Power Words in Email Subject Lines
Again, there is no difference in how you use the power of words in the headlines above. A powerful subject line packed with the most appropriate power words can lead to the opening of the email or be deleted.
Don’t waste your efforts on creating a great list but then use mediocre subject lines that won’t get you any eyeballs.
Use promising power words to get more engagement and clicks on your emails.
Use Power Words in Testimonials
Make social proof as credible and real as possible. Remember over 90% of customers read online reviews before buying or subscribing to a product. So, if you have a couple of testimonials on your website, pick and use the ones with invaluable power words.
These will help transfer the positive feelings from the existing buyer to the potential buyer and eventually boost your conversions as well as credibility from users.
Power Words in Opt-In-Boxes
Most websites use the opt-in feature to draw in their customers and motivate them into taking a certain action. For instance, if they want to increase subscribers, sign-ups, or whatever action they may want the customers to jump into.
Using power words makes this very easy since it will trigger the right emotions to get them into action. So, say it right with the power of words.
Amp Up Your Sales Pages with Power Words
The main purpose of the sales pages is conversion. Your sales copy needs to be as convincing as possible in order to nudge your visitors into buying your product or service. To convince them sufficiently, power words must be used persuasively on your sales page.
When the power of words is well used, you will have higher chances of not only sparking a real interest from your buyers but ultimately converting.
Call to Action
Similar to your sales page, your call to action is truly where the action is. It needs to be the most powerful call in order to inspire your prospective customers into clicking through.
Using power words in your CTA requires skill because it naturally uses fewer words. The selection of words you use needs to be able to give the final punch into action. And the inclusion of power words makes it even easier to convert your prospects.
Power Words Best Practices
There are best practices when using power words, to ensure effectiveness. Luckily for you, they are not a myriad, but only three best practices that are easy to observe when using power words:
Do Not Overpromise
It is one thing to promise heaven but it’s another thing to deliver it. While trying to make your work as compelling as possible, do not overpromise. This can be quite underwhelming to your potential customers, and it will give the impression that you’re not all that bravado.
Make claims that you can actually deliver on. Don’t just use power words for attention. You need your customers or clients to come back and say the actual value of your offer will win their trust and they will come back for more.
Simply put don’t just use power words as click baits.
Do Not Overdo Power Words
Less is more, it’s how you use them that counts. Try using a few words of power in a skillful manner that will elicit the right emotions without overdoing them.
Readers and people, in general, have learned to quickly identify sales content and they drop it immediately. Overusing power words can be annoying to the reader. It will also give the impression that you’re uber-desperate. Your content will stop winning attention and instead look like a concoction of spam.
Craft your power words in a sparing but skillful manner; balance them well throughout your content, this is how it will be most effective.
Don’t Exaggerate the Urgency
Yeah, we said urgency is a key ingredient in converting. However, if you overdo it, it will seem simply like marketing hype.
This is particularly so when it comes to emails, CTAs, and opt-in buttons. Urgency does increase the likelihood of a click-through and conversions, but only when used effectively, e.g. “Before the Offer Ends”, this can definitely get results. But “Last Chance Ever In Your Life” is truly a failure. Be reasonable with your sense of urgency to have an impact.
Conclusion
People are naturally receptive to certain words that create certain emotions. They easily go with the flow of emotions that are created by the power of words. Understanding this and using this knowledge to pick the right power words can be very valuable to your brand marketing.
Power words are a simple hack that boosts the effectiveness of your content marketing campaign no matter where you’re using it. Power words will get your prospective buyers clicking –through for more.
The trick is in following the best practices listed above and using them responsibly through all the categories of power words given above.
Once you master it, you will see an improvement in terms of the subscribers you get, the traffic on your website, and finally, your conversions. Simply put, power words will give you maximum impact.
