Marketing Power Words
• You – Write as though you’re speaking to the customer and about the customer, not about yourself.
• Because – Give customers a reason why they need to take action.
• Free – “Because” we all like free things, right?
• Value – This implies customers are getting something versus
losing something (i.e. money when you say “cost” or “price”).
• Guaranteed – Give customers a guarantee to minimize risk
perception, so they feel they have everything to gain and nothing to lose.
• Amazing – Customers will respond to something that is incredible.
• Easy – Make it simple for customers to take the next step in the
purchasing process, and let them know how much easier life will be with your product or service.
• Discover – This implies there is something new and unknown to
the customer, something that has supreme benefits and gives them an edge.
• Act now – Motivate an immediate response with a limited-time offer.
• Everything included/everything you need – This establishes
that your product or service is all your customers will have to buy in order to achieve their goal.
• Never – Point out a “negative benefit,” such as “never worry again” or “never overpay again.”
• New – Your product or service is the cutting edge in your industry.
• Save – The most powerful word to showcase monetary savings, or even time savings.
• Proven – Remind customers that your product, service or business is tried-and-true.
• Safe and effective – “Proven” to minimize risk perception for health and monetary loss.
• Powerful – Let customers know that your business, product orservice is robust.
• Real results/guaranteed results – Your customers want results, after all.
• Secret – Not everyone succeeds, and there are secrets to success.
Let customers know you can reveal those secrets.
• The – This implies your solution is the “end-all-be-all.” Consider
the difference: “3 Solutions for Marketing Success”/”The 3 Solutions for Marketing Success.”
• Instant –Instant access or downloads are more appealing than waiting.
• How to – Start off with a solution so customers read the rest of your copy.
• Elite –Your customers are among the best in the world. Invite newbies to join a highly desirable club.
• Premium – Premium helps denote high quality.
• Caused by – If your marketing literature builds a case for your product, transitional phrases such as “caused by,” “therefore,” and “thus” can help reinforce the logic of a purchase.
• More – Do you offer more than your competitors? Let your customers know, because they want the best deal, after all.
• Bargain – Because customers want a great deal, remember?
• No obligation – Create a win-win situation for your customers.
• 100% money-back guarantee – Again, no risk.
• Huge – A large discount or outstanding offer is difficult to resist.
• Wealth – If you’re selling products and services related to
money, wealth is a desirable word for customers.
