If you’re in the marketing field, you know that words have the power to trigger emotions and prompt action. According to Kevan Lee, director of Marketing at Buffer Social, “every single word is absolutely worth stewing over and A/B testing because one single word can change everything.” The difference between “joining” and “signing up”, for example, is like the difference between fellowship and enlisting.
No doubt about it…words have the power to change meanings, moods, and motivations.The trick is knowing which words will be the most effective in your marketing messages.
We searched the internet and came up with a list of powerful words you can use to create emails, social posts, and other promotional materials that will boost response rates and magnify conversions:
Incentive Based Words
- Buy one, get one
- On the house
- Off (i.e. 20% off)
- Best sellers
- Starting at (provide a $ value)
- No obligation
- Thank you
Words That Create A Sense of Urgency
- Be the first
- Book now before the offer’s gone again
- Limited-time offer
- Last chance
- Flash sale
- Deal ends today
The Most Persuasive Words
You’ve probably seen these words used over and over again. That’s because they work. In a post for Copyblogger, Gregory Ciotti demonstrated how each of these words is vital in creating marketing copy that converts.
This might seem rather surprising because these five “persuasive” words are so, well…simple. But as Copyblogger points out, even the master composer of prose himself, Earnest Hemingway, eschewed flowery writing for a more straightforward and clear writing style.
Take a cue from Hemingway and keep your copy short, using emotional triggers like the words above. “The key to success,” says Vertical Response “is to combine these words into phrases that trigger buying behavior.
Take a look at this ad from 1961 (at right), that combined the 11 most persuasive selling words at that time into a simple but powerful marketing message.
You can use the 5 most persuasive words listed above in calls-to-action, headlines, email subject lines, headings, and opening sentences or paragraphs.
Consumers click on headlines or buttons because a word grabs their attention or an emotion propels them to take action. Creating successful marketing materials, then, is a matter of using power words that can ignite a response and convince buyers to make a purchase.
Buffer Social suggests keeping track of words that get you to convert. Write down the words and phrases that leap out at you, and pay close attention to why certain headlines stand out more than others.
Add the words you find to the list above and refer to them whenever you need to create marketing messages that will boost your response rates and increase conversions.
Remember…you don’t have to be an Earnest Hemingway or David Ogilvy to write powerful content that converts, you just need to know which words will be the most effective in turning curious browsers into enthusiastic buyers.