A product will not sell itself online. It usually needs a catchy slogan, a description, a headline or a technical specification. In short, it needs the right sales words. Each of these parts of the product copy decides whether the product succeeds against crowded competition. And that is a job for a copywriter!
Products should reflect the brand you are trying to sell them for. The communication should reflect the brand’s mood, values and communication style.
Besides the keywords that help people find the product, so-called power words also matter, because they can catch the customer’s attention and make the sale. An SEO consultant and a creative marketer understand keywords and power words a little differently.
When you start writing, swap all the bureaucratic words for sensory ones.
Otto Bohuš
This quote from the best-known Czech copywriter suggests that we should, for example, use the word “tip” instead of “recommendation”, or “use” instead of “apply”. People who buy by the numbers want numbers, but most people want emotions, so it is important to serve them technical specifications in a digestible form too.
One interesting finding, proven by thousands of surveys, is that even people who think they buy entirely rationally also buy on emotion. Products carry emotion and often a certain social status as well.
Remember what a technical specification looked like on an e-shop 10 years ago. Dry text in bullet points = boring. Today, boxes alternate below the product, with short supporting snippets of text next to them. These technical specifications are wonderful and can delight the customer. Yet even the world’s largest marketplaces, such as Amazon, are fairly simple, and it still works incredibly well for them.
Let us look at several groups of key power words that every journalist, copywriter and scribbler should have in their arsenal.
Key power words | GAIN
Making money or saving a good amount is a daily motivation for millions of people. Often, however, these traits are also their weaknesses, as they emotionally buy products that only look like a good deal, or buy things they do not need at huge discounts.
“If you want people to buy something, step on their greed glands until they bleed.”
G. Halbert
Let us look at the powerful keywords that work on this group like a red rag to a bull.
- Jackpot
- We guarantee
- Save
- Wealth
- Best
- Billion
- Reserved
- Cash
- Six-figure
- Cheap
- Cheapest
- Expensive
- Discount
- Double
- Monstrous
- Lowest price
- Luxury
- Massive
- Money
- Saving
- Quadruple
- Frenzy
- Highly prized
- Golden
- Triple
- Gift
Yes, headlines and adverts are full of these words, but when used well, these power words do not lose their effectiveness.
Triple your DISCOUNT and get the cheapest, highly prized gold watch.
Motivating, encouraging and energising with words
Do you want to sell an energy drink or an experience break? Motivate people to educate themselves or exercise regularly?
Here you need a completely different repertoire of TOP keywords that can engage readers.
TOP 5 encouraging keywords:
- Life-changing
- Magical
- Amazing
- Stunning
- Miraculous
More powerful encouraging words:
- Beautiful
- Miracle
- Miraculous
- Noble
- Perfect
- Convince
- Phenomenal
- Remarkable
- Score
- Sensational
Words that create desire in the user
In the right context, most of us can be excited only by well-chosen words that, together with the whole, create an emotional experience.
Which words are highly emotional and stir desire in us? They are far from being only words linked to instinctive desire and sex. The repertoire is much richer, and it always depends on the right construction.
- Tempt
- Arouse
- Charm
- Mouthy
- Adorable
- Naughty
- Desire
- Divine
- Ecstasy
- Embrace
- Enchant
- Fascinating
- Nude
- Obscene
- Passionate
- Pleasure
- Provocative
- Spicy
- Satisfy
- Intoxicating
- Intense
- Heavenly
- Hypnotic
- Lush
- Delicious
In the advertising hits of big brands, you can clearly see which words are reliably repeated and still enjoy great success. First on the list is the word DISCOVER.
- Innovation
- Potential
- Passion
- Help
- Choice
- Desire
- Improve
- Thrive
- Revolutionary
- Expert
It is good to know power words and understand their strength. How to use them perfectly, however, is up to each copywriter, whether on their own blog or for a client.
What makes power words persuasive
Power words are words that trigger an emotional reaction or a mental picture in the reader. They tap into basic drives such as curiosity, fear of missing out, greed, safety or the wish to belong. A plain word informs you. A power word makes you feel something, and feelings are what push people to click, read on or buy.
They work because the reader processes them quickly. A word like “free”, “secret” or “instant” needs no explanation. It points straight to a benefit or a risk, so it shortens the path between reading and acting. This is also why the same word can lose its effect when the context does not support it.
How to use power words in persuasive writing
Power words are a tool, not a goal. Use this process to place them where they make a difference.
- Start with the reader’s problem. Decide which emotion matters most, for example saving money, avoiding a mistake or feeling special.
- Pick one or two words for that emotion. Choose them from the matching group rather than mixing gain, desire and urgency in one sentence.
- Put them where attention lands. Headlines, the first line of a product description, buttons and email subject lines carry the most weight.
- Back them up with facts. “Proven” needs proof nearby, such as a result, a review or a specification.
- Read the text aloud. If it sounds like a shouting advert, remove words until it sounds like a confident person talking.
Compare “Our app helps you manage invoices” with “Send invoices in minutes, without the hassle”. The second version uses two ease words and gives you a clear picture of the benefit.
Common mistakes with power words
- Stuffing every sentence with them, so nothing stands out.
- Promising more than the product delivers, which damages trust and leads to returns.
- Using words that do not fit the brand’s tone, such as provocative words for a bank.
- Translating them word for word into another language, where they may sound odd or exaggerated.
- Relying on them instead of a clear offer. Strong words cannot save a weak product.
More examples of persuasive words
The lists above cover gain, motivation and desire. Persuasive writing often relies on three other emotions as well: urgency, trust and ease.
Words that create urgency
- Now
- Today only
- Limited
- Last chance
- Deadline
- Before it’s gone
- Hurry
Words that build trust
- Proven
- Tested
- Certified
- Backed by
- Genuine
- Transparent
- No obligation
Words that promise ease
- Easy
- Simple
- Effortless
- In minutes
- Step by step
- Ready to use
- Hassle-free
Ease words work especially well in B2B and software copy, where the reader worries that a new product will mean extra work. Trust words help when the price is high, for example a service costing around $5,000, because the reader needs reassurance before committing.
Frequently asked questions about power words
What are power words?
Power words are words that provoke an emotional reaction, such as excitement, curiosity, fear or trust. Copywriters use them in headlines, product descriptions and calls to action to make readers pay attention and act. They work best when the rest of the text supports what they promise.
What are the most persuasive words?
Words such as “you”, “free”, “new”, “now”, “proven” and “easy” are among the most widely used in persuasive copy. They speak directly to the reader, point to a benefit or reduce risk. Which one works best depends on your audience and the emotion your offer appeals to.
What words are used in persuasive writing?
Persuasive writing uses words that create urgency, build trust, promise gain or make an action feel easy. Typical examples are “limited”, “guaranteed”, “save”, “discover” and “step by step”. They are usually combined with clear facts and a specific call to action.
How many power words should you use in one text?
There is no fixed number, but less is usually more. One or two strong words in a headline and a few in the body text are often enough. If every sentence contains one, the text starts to sound like a cheap advert and loses credibility.
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