Discover a powerful way you can get better results from your advertising, marketing and sales copy.  Some words in the English language are stronger than others. Learn to use these words and apply them to your advertising copy, sales letters, landing pages and other marketing materials. Your marketing message will be more compelling and more successful.

The words on this list speak to some of the most basic human needs, drives, and impulses. You can use this knowledge to create more compelling sales and marketing copy for your direct mail, email promotions, and landing pages. Good copy writers have known and used these words with great results for over a century, but recently Yale University conducted a study within their psychology department to isolate and identify the words that motivate us.

This list of powerful words may seem a restatement of the obvious. However, it's interesting to see empirical studies like this to reaffirm the importance of using the right words to motivate behavior.

 

You

'You' is the single most powerful word in advertising.  Successful ad writing should be personal, and speak directly to the reader.  Directly to you.  Use it in your opening line and as often as possible. This simple word makes your written copy seem more personal and directed toward the reader.

 

Results

Shoppers, clients, and web surfers are looking for solutions to problems and answers to questions. 'Results' grabs their attention and works wonders in rationalizing a purchase.

 

Health

Everyone cares about their health, which is why this word is another attention grabber; especially when it applies to a product.

 

Guarantee

We all want to feel safe! We all want to avoid mistakes! It's simply human nature. Providing a guarantee during the order process gives your potential customers a sense of safety at the time of purchase. By providing a way of escape, you may be able to overcome one or more of your potential customer's objections to making the commitment to buy.

 

Discover

Humans are curious by nature. This powerful word is an excellent way to position your product or service in the context of excitement and adventure.

 

Love

This concept continues to be an all-time favorite.  If you think about it, love is the most popular objective in the quests for discovery, adventure, and excitement.

 

Proven

A close cousin to our other top power-word, 'results'.  This word helps remove fear from trying something new by suggesting that if it works for others, it could work for you.

 

Safety

Similar to 'health', 'safety' appeals to our instinctual drive for survival. Its use could refer to health but also the long-lasting quality of your product or service.

 

Save

We are acquisitive but not necessarily greedy.  Our quest for safety and security cause us to want to hold on tight to what we have.  Often that means hanging on to your stash of cash! Everybody wants to feel like they are saving something.

 

New

It's basic human nature to seek the new and exciting.  New means novelty, and appeals to the same desires as 'discover.'

Now that you have the boiled down version of this fascinating study from Yale University, be sure to put these words into play in your writing.  You might also want to use them liberally in your HTML page titles and pages descriptions.  I used to have this list printed out and pasted on my wall. After writing this review, I'm going to make a new printout, and get these gems back on my wall. I've been failing to use my advice!  I suggest you use this list and constantly check your marketing and sales copy as a way to ensure that what you write appeals to the fundamental human behaviors and motivations.