As a marketer, your objective is to get your customer’s attention, hold it, and then make the sale.
The problem is, all you have in your arsenal to accomplish all of this is words. Whether you’re writing sales copy, recording a video or even speaking to a live audience at a conference, it’s the words you use that will make or break your conversion rate.
Let me give you an example: You want people to opt in to your mailing list. On your button, you place a call to action. You could use, “Click here,” or “Sign up” or “Join us.”
The command, “Click here” can create instant resistance from the visitor. “Maybe I don’t want to!”
“Sign up” sounds like a commitment. “That’s what they said when I joined the Army – no thanks!”
But “Join us” evokes a sense of community, of being one of the ‘gang.’
Imagine walking into a restaurant, seeing someone you’ve only once met briefly, but they smile, stand up, reach out their hand and say, “Won’t you please join us?” It’s pretty hard to say no to that!
But if they pulled out a chair and commanded, “SIT HERE!” You likely would say, “No thanks!”
It’s the exact same offer but presented in two different ways.
And if, when it comes to conversions, you subscribe to the fact that EVERY – SINGLE – WORD – COUNTS, then wouldn’t it be nice to have a LIST of words that YOU can count on to work for you?
For ease of use, we’ll break this list down into types of words. You might want to save this article for the next time you write a sales letter, an email, a blog post or anything where you would like to persuade someone in some way. Let’s start with the power words you already know:
The 5 Most Persuasive Words
These words have been proven time and again to work. Use them everywhere, especially where it counts most.
4 Phrases to Create a Sense of Community
- Become a Member
- Come Along with Us
- Join Us
- You Are Not Alone
These phrases provide a sense of togetherness, so that your prospect feels they are taking part in something larger than themselves.
David Ogilvy’s 20 Most Influential Words
- Magic Offer
David Ogilvy is one of the ‘fathers’ of advertising. He published this list back in 1963, yet it remains as relevant 55 years later as it was then.
Darlene Price’s “Cause and Effect” List of 10
- As a result
- Caused by
- Due to
- For this reason
“These words make your claims sound objective and rational, rather than biased and subjective.” – Darlene Price
12 Exclusivity Phrases
- Apply to be one of our beta testers
- Ask for an invitation
- Be one of the few
- Be the first to hear about it
- Become an insider
- Class full
- Exclusive offers
- Get it before everybody else
- Login required
- Members only
- Membership now closed
- Only available to subscribers
If you can make visitors feel you’re offering an exclusive club with membership restrictions, people will want in.
Think of two nightclubs. One has massive advertising, a neon sign, discount coupons and ‘something for everyone.’ The other is hidden from the public at a secret location, and you need a passcode just to get in the door. Which one do you want to join?
People are the same way. The more exclusive something is, the more they want it.
Neil Patel’s 9 Social Networking Words
- Tell us
Neil put this list together based on research from Twitter, Facebook, Google+ and LinkedIn. These are the words that can get your content shared on social media.
9 Scarcity Phrases
- Double the offer in the next hour only
- Get them while they last
- Limited offer
- Only 10 available
- Only 3 left
- Only available here
- Sale ends soon
- Supplies running out
- Today only
The fear of missing out can sometimes be more powerful than any other driver.
Jon Morrow’s 28 “No Risk” Phrases
- Cancel Anytime
- Money Back
- No Obligation
- No Questions Asked
- No Risk
- No Strings Attached
- Recession Proof
- Try before You Buy
Anytime you get a chance to make your prospect feel safe and secure, do it. Trust is paramount to making a sale, whether it’s selling someone on giving their email address or making a $50,000 purchase.
Linda Ruth’s 47 Power Words
- Hot Special
- How to
This list came from studying best selling magazine covers, but they’ve been found to work equally well in promotional copy, calls to action and email subject lines.
Try combining words from these different lists together, to create an even greater impact in your writing.