7 Of The Persuasive Words In Marketing Every Copywriter Should Use

My guess is you clicked on this post because one or two words stood out to you.

In copywriting, one word can be the difference between a persuasive copy and an ordinary request.

Power words are utilised in copywriting to create a sense of personalization, urgency and specificity.

According to a research carried out by social psychologist Ellen Langer while testing for the power of a single word, she tried three different ways of asking:

“Excuse me, I have five pages. May I use the Xerox machine?” – 60% said OK

“Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?” – 94% said OK

“Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?” – 93% said OK

What changed? Including the word because followed by the reason.

Below I’ve highlighted some power words copywriters can use to create persuasive marketing copies.

1. You: Marketing is all about the consumer

According to Abraham Lincoln, he said: “when I get ready to talk to people, I spend two thirds of the time thinking what they want to hear and one third thinking about what I want to say”

The purpose of every product is to serve the consumers, solve their most challenging needs, win them over so that they become repeat customers, and lastly, to make profit.

Every piece of content you create should reaffirm this fact to the point that the consumers will have no shred of doubt.

Ensure you make use of the word “you” in your copy to drive home the concept of personalization

Where to include word: Headlines, subject lines, body of content.

Read also: How To Boost Sales Using Non-Promotional Content

2. Free: Everyone likes a freebie!

“Free” is one of the most used words in marketing, and yet so potent. If the word free were to be a parcel of land, it’ll never run out of nutrients.

Free eliminates the notion of risk, adds value to your offer, and nudges fence sitters to take action.

However, ensure that you’re not over-using this word in your marketing copy. I’d suggest that you include a suffix to the word “free” to amplify its value.

• Free trial
• Free demo
• Free kit
• Free sample
• Free upgrade

Where to include word: Subject line, call-to-action.

3. Because: Show your consumer why they need it

The competition for attention in today’s marketing landscape is skyrocketing.

Consumers don’t always know what they want, it’s your duty as marketers to point them to the right direction. In other words, you need to show your customers why they need your product, because if you don’t, other marketers will.

“Because” is a conjunction that promotes comparison, and by including it in your copy, you can draw attention to the benefit your product offers in contrast to your competitor.

Where to include word: Body of content

4. Risk-free: The consumer feels secure giving you their money

Trust is paramount in every relationship. If you’re going to make your customers give you their money, then your offer needs to be airtight.

Using the word “risk-free” in your content will not only rouse curiosity, it’ll also put to bed any worries that they have.

Making your customer feel safe why buying from you is the only way to retain them in the long run.

Constantly communicate the message of a “risk-free” investment and they’ll smile while opening their purse.

Where to include word: Headline, subject line, body of content.

5. Limited time: Creates a sense of urgency

A sense of urgency refers to communicating to a customer that it’s imperative that they act without delay.

When used appropriately, copywriters can implant the idea of a limited time offer in the minds of consumers.

To make this effective, add a deadline to your offer. If the product is one that consumers want, by including a limited time offer, you can create a period of product rush.

Another instance of a limited time offer is highlighting the negative effect when they don’t buy from you. The fear of missing out can also communicate a sense of urgency.

Where to include word: Headlines, subject line, call-to-action.

Read also: 7 Ways To Optimize Marketing Emails That Leads To Conversion

6. Easy: No one wants to deal with a hassle

Every customer wants a “plug and play” product. No one wants to read manuals upon manuals before using a product.

Communicate this is your copy. Don’t assume that your customers will find it easy, even if they will.

These are the little things that differentiates your product from your competitors.

Copywriters are the bridge between consumers and brands. Use your power. If it sounds easy to consumers, they’ll be more likely to make a purchase.

Where to include word: Body of content, subject line, call-to action, headlines.

7. Instantly: Promises a quick payoff for their time/ money

If this page took longer than it did to load, chances are that you’d have moved on to the next post. Consumers are impatient. They want things without delay.

Communicate the essence of instant value in every marketing copy.

Customers are the lifeblood of any business. If your product can offer them value for their money, you’re sure to lock them down as customers.

Where to include word: Headline, subject line.

Selling online requires using the right words to persuade customers.

However, you’ll need to constantly test the effectiveness of each word, whether you’re using it on your headline, subject line or body of content. Analyze and gather feedback to know which works best for you.