Searching for Power Words
The above piece of text is called the „foreword”. We can place it either under or before the title depending on the effect we want to achieve. It contains a few words of this type:
- Imagine - We use it when we want to stimulate the imagination of our audience. It allows us to engage and interest the reader and leaves the field open to create our own image of the situation, place or object we are describing.
Examples: Imagine, that you can travel through time. Imagine, that you don't have to spend so much time cleaning. Imagine, that you can enjoy your new car for as little as £700 a month.
- Magic - lends a note of mystery and turns average things into extraordinary things. It evokes a sense of wonder in the reader and brings in an element of surprise.
Examples: Buy a sonic toothbrush from brand X and get the magic smile. Feel the magic this Christmas. Let us enchant.
- Because - We like to believe that everything has a cause. By using the word, we can easily justify our arguments and increase the credibility of our message.
Examples: You can trust us, because we have over 20 years of experience. Why choose our toys? Because are Bisphenol A-free and develop motor skills. The photovoltaic panels are environmentally friendly, because leave no carbon footprint.
However, it is important to remember that context always remains the most important. Words are extremely powerful weapons, but unfortunately they can be double-edged. If used incorrectly, it can have the opposite effect and discourage the potential consumer. Poorly chosen words can also be a distraction. After all, our task is to guide the customer from point a to point b, where the reference points are the shopping basket and the order. And let's not forget to thoroughly understand our target group - so we can choose words with almost surgical precision.
Power Words in Copywriting - types
Now that we have understood how much we can get out of well-chosen words, it is worth grouping them together and providing a standard breakdown:
- Inciting greed (Greed Words) - the basis in marketing and benefit language. They illustrate the desire for an item, as well as its value. Their appropriate use can contribute to the sale of our product or service, even when visitors to our website were not planning any purchase, e.g. free, free, opportunity, don't miss, now, more.
- Arousing curiosity (Curiosity Words) - we are a species of explorers and conquerors. It is worth taking advantage of this and using these words: secret, magical, unique, original.
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- Fear-inducing (Fear Power Words) - the most powerful group. By using these words in Copywriting, we can strike a sense of security - the however, we should exercise caution and do it skilfully. Do you understand? Examples: panic, plague, disaster, gloomy.
- Imparting security (Safety Power Words) - the opposite of the previous group - these words take second place on the podium. Often used by manufacturers of cars, cosmetics and children's toys. Examples: safe, tested, proven, protective.
- Inspiring desire (Lust Power Words) - very often these are words with a slight undertone. You only have to look at women's magazines to understand what this is all about. Examples: sexy, provocative, satisfying, enjoyable.
- Forbidden (Forbidden Power Words) - words we used as children when asking uncomfortable questions. They require the reader to spend a little more time thinking about the topic. Examples: ancient, shhh (speaking in whispers), private, unexplained.
Power Words without secrets - summary
Words can be an extremely effective method of attracting customers. When chosen properly, they help us to sell effectively. However, there is no single, 100 per cent effective method of selling, because everyone is different. Only by knowing your target group in combination with Power Words can you achieve a visible increase in sales.
Finally, a curiosity - an interactive portal (in English) that keeps track of the
„power words” in an internet search engine: https://www.powerthesaurus.org
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