Don’t you feel like copy often just reads bland, unclear and boring?
When this occurs in your own web copy…you are expecting too much from your visitor.
You expect them to be concentrated when they get to your site, but this is far from reality. People are rushed, they have a million things on their mind.
“What’s for dinner?” – “I really need to lose 5 pounds by summer”.
Plus, they have another 7 tabs open in their browser. Don’t tell me you’ve never ended up on social media while you where planning on doing something productive. Our brains like to be distracted.
Your copy should be so clear and interesting that they don’t even notice they’re even reading.
Obviously, a couple of power words won’t make the difference between copy that sucks and copy that sells.
But I want to show you how you can use them in context, so you can get an idea of what they are and when you should use them. This will absolutely help you to create copy that is more persuasive. Sounds good?
By now you should be ready to jump into the material. Agree?
How You Can Easily Make Your Copy
More Persuasive Starting Today
Disclaimer: I know some copywriters that hate it when I use these words. Others swear by them. I have read their books, learned from them and I appreciate their opinion.
So why do I still share this here with you even though I learned from them and I appreciate them?
Because copywriting is not about opinion. It’s about what works, so I want you to test it. I don’t mind being a bit controversial. Your and my focus should be all about the conversion rates.
Let’s start with one of the most controversial words just to get it out the way. Agree? Here we go:
Wait…what? Is this a power word? Well, according to John Carlton it is….
He wouldn’t use it in his very own sales letter if it was hurting his conversion rates, don’t you think?
If you wouldn’t know better, you might think this is bad copy. Do you think this is gimmicky and overdone? Well, this copy was written by one of the most recognized copywriters in this world.
- It’s exciting.
- It’s engaging.
- It’s very specific.
- It uses power words.
- It’s specifically written to his target market.
Now, does this mean you should be trying to implement the word “breakthrough” in all of your emails and sales letters? Of course not. But it IS a power word, and it WILL help you to boost your sales when used wisely and appropriately.
So there you have it. Let’s move on to #2 on the menu:
This has been a power word for ages, but in todays day and age it is even more prevalent, wouldn’t you say?
We instantly want the answer of our search result. We would like our phone to be charged instantly. When we have all our groceries, we would like to pay instantly.
Needless to say, this is a very powerful word that you should use whenever you have any reason to.
Just a simple Twitter search for the word “instantly” brought quote some interesting results:
As a marketing consultant and copywriter, both of these articles
instantly get my attention. But if that didn’t interest you, I bet this would:
Does your product or service allow the customer to accomplish something instantly? Then you should mention it without a doubt. As humans, we love this word and can never have enough of it.
This might just be one of the most powerful words, ever….But don’t tell anybody 😉
You may have already recognized this word earlier in John Carlton’s ad. His product is called “Kick-ass Copywriting Secrets From a Marketing Rebel”.
A secret means it is well hidden from the public, and therefore scarce. There must be something to this information if people are keeping it to themselves to stay one up to everyone else, don’t you think?
Let’s say you are selling a product for small business owners that want to start doing their own accounting to save money on hiring one. You’re giving valuable knowledge away for a price a lot lower than hiring an accountant yourself, except they have to do the work. You could leverage this by saying:
Accounting Secrets Exposed: Your Accountant Hates It
When I Give Away All The Secrets To Leave More Money
In Your Pocket For The Price Of A Restaurant Meal!
Now this might sound gimmicky or too bold to you if you aren’t interested in the particular product. But it speaks directly to the target market, and thats who you’re selling to!
When something is unexpected, people pull towards it and want to know exactly what it is. It is a major curiosity generator.
Want some examples? Alright then. Because you asked so friendly:
- The unexpected cure for stage 3 cancer.
- The unexpected way to get rid of weight long-term.
- Find out the unexpected reason this child does not get treated with Ritalin for his ADHD.
Chances are, you’re already curious to read more by now.
Too bad, I just made them up :).
However, Washington Post just came out with a new article on five unexpected shocks that could hurt your retirement. That also brings me to my next power word…
Doesn’t this word just get your attention right away? Just recently, the whole world was in shock when Patricia quickly evolved to be the biggest storm ever measured in the western hemisphere. Something so shocking demands attention.
- New study reveals the shocking impact of climate change within the next 5 years.
- Do you love bread? Doctors now say the impact on your health is shocking!
I don’t think anyone has missed this one and we can all agree that this global scandal has been quite the shock. Therefore, it demands the attention of the public.
Shocking is a very powerful word when used appropriately, especially in headlines.
This word is very powerful word because it accesses a different of your readers brain. To imagine something, they have to put away the rational thinking for a minute to drift off to a scene – or a possible future outcome they’d like to have.
Why is this so important if you are selling a product or a service? Because you don’t….
This is what you are really selling:
Some examples of “imagine” in copy might be:
- Imagine what it would be like if you could work from home and be with your family
- Imagine how you would feel if you lost those 23 pounds and people would notice the difference
- Imagine yourself in the infinity pool at night, looking at the breathtaking skyline of Singapore
Nothing like a little reassurance, right? We do not always have time to figure things out. Sometimes we just want a quick solution to something and we look for shortcuts to help us make our choices.
When we buy high involvement products, we do a lot of research and also like ample proof to reassure us.
- The Proven Way To Get Rid Of Acne Within 14 Days
- Oral B whitening toothpaste has been proven to reduce surface stains by up to 74% within 8 days
- Our revolutionary braking system has been proven to reduce stopping time by 2.4 seconds over regular braking systems when intervening at a speed of 60 miles an hour
The text below is from a website that sells P90X classes to gyms, clubs & sport facilities. This is how the ad copy starts:
People love free, no doubt about that huh?
Do you ever think to yourself “I just wish I could have paid for it!”.
Yeah, me either.
I have found this word especially effective for lead generation, because you often give something for free in exchange for an e-mail address.
You want to elicit the idea that if they give their e-mail address, they will get access to something they really want. Something of value to them.
Free means nothing if there is no value. How does “Free Junk” sound to you? Probably not that enticing.
This is why some marketers tell you the value you receive, without paying for it:
Did you notice the word “free” was used 4 times in this lead generation form? That’s because this word is very powerful. If you also noticed the word “secret” being used in the copy – congratulations! You are really starting to get the hang of it 🙂
I started a swipe file in which I keep plenty of power words, formulas, phrases and advertisements that have been proven (there’s that word again) to work well over and over again. If you’d like to start one yourself, why not start here with 502 phrases that can magically transform your regular copy to irresistible copy?
Don’t forget to add the above words to your list, even though you’ll likely see them used (and abused) everywhere. Like I said, power words should be used when appropriately. But when you do, you can be sure that your copy will truly benefit from it.
Are there have any words that you would NEVER use, even if you we’re paid for it? Or think I missed out on some major power words that you have had great success with and think should’ve been added here?
Let me know in the comments below!
P.S. Don’t want to write your own copy, but want me to write your copy for you? I currently offer a free 30 minute consultation to see if we are a good fit. I look forward to talk to you and help you move forward with your business!