We know great marketing copy when we see it. With just a few words, brands are able to appeal to our deepest desires, personal goals, and hopes to be our best.
Without even blinking or thinking twice, we’re ready to click ‘add to cart’ or ‘learn more.’ And it’s because of great copywriting.
How do these writers do it? How do they manage to transform a six-word one-liner into a powerful sales engine?
With rhetoric that’s loaded with emotive language. Through language that answers the question that your prospects are wondering most: “What’s in it for me?”
Power words are mission-critical to your sales copy, and there’s a science to it. Just browse through the following infographic from Graphically Innovative Designs, a company that specializes in helping small businesses develop the right design strategy.
How power words can help you sell
Here are the elements that make power words so effective
1. Power words are action-oriented
Great copy helps us take action by grabbing our attention, triggering the right emotion, and influencing us to make a purchase. Great writers can effectively balance all three elements in very few words.
Check out the Manpacks homepage as an example:
The concept and call to action here is clear. Build a manpack to get your less-than-streamlined toiletry shopping life on a schedule. Get empowered like the thousands of other men who are already using the service.
2. Power words fall into several distinct groups
Savings: Align your product with your target customer’s bottom line through words like save, money, win, cheap, free, reduced, bargain, bonus, and lowest. These phrases work for audiences of both B2B and consumer-facing brands.
Check out the following landing page for CouponDigger, an browser plugin from CouponMountain that connects shoppers with coupons and deals from top retailers. The power words are simple and straightforward: “Just save.”
Guarantees: Do more than just present your product. Make a strong guarantee that assures buyers you’re trustworthy and will come through as promised. Then give data to support your claims.
Words like risk-free, dependable, lifetime, easy, and safe are invaluable here.
As an example, this landing page from Speak2Leads is one that aims to build trust:
Urgency: Inspire your prospections to take action now rather than later. Otherwise, they may get stuck in a perpetual waiting game.
Words like quick, hurry, fast, and act now are critical here. So are deadlines.
Here’s how CrazyEgg’s co-founder Neil Patel has employed this technique for his personal consulting venture.
Quality: It’s no secret that great products are hard to find. Your company should strive to be the best, always.
As awesome as you know you are, you should understand that your prospects may need some convincing. Like you, they’ve been burned (over and over) by sub-par products.
Words like best, top, improved, and ultimate can help with some of the heavy-lifting.
Here is an example from CrazyEgg:
3. Power words start with your user
Wondering where to start? Start by understanding what your users want to hear.
Know their motivations, feelings, and perspectives from which they’re approaching your site. Your power words will immediately answer these questions by presenting the answers that your prospects were looking for already.
No convincing necessary.