Whether you’re writing copy in one, two, three, or even four languages, one thing is certain: words have the power to affect people deeply.
The secret is how to leverage the power of words to encourage your readers to act.
Are you interested in the how?
To take your sales to the next level, we’ll be sharing the four pillars of the language of selling, 10 power words you undoubtedly don’t want to miss as well as how to apply these words for optimal effect.
4 Pillars to Writing Copy that Sells
Do you remember a time when you were pulled into an article or advertisement? You know, the kind where you get to the end, and you read it again. And again. And again…
Or the moments where you read something and click instantly on the link. No time for thinking. No time for consideration. Just action.
Let’s be honest, this is the kind of content and copy we all desire to create – whether for a job application, a business website, or an advertisement.
We bet that these writers tapped into the fundamental pillars of sales:
- Addressing emotions – excitement, fear, peace, happiness
- Focusing on pain points – problems, worries
- Suggesting exclusivity – members only, insider
- Establishing a relationship – connection
The best way to persuade anyone is to understand where they come from, their problems and how to appeal to their emotions.
Consider a friend invites you to a party and you’re not sure about going. Then she tells you she understands you’re busy this week, but only a handful of people were invited, and it would mean a lot to her if you came because you’re her best friend. Plus, you just need to stay a couple of hours.
The chances that you would reconsider, I would guess, are pretty high.
10 Essential Words for Strong Copy
Below, you’ll find a list of words key to creating sales copy. By no means is this an exhaustive list. In fact, there are hundreds and thousands of words you could add or use instead. This list is to serve mainly as inspiration.
Including your audience in the conversation is of utmost importance when writing copy that sells. Write as if you are speaking directly to them. Even better, if you are writing something personal, include the person’s name.
Consider this: How quickly do you delete generic emails? How quickly do you delete emails addressed directly to you?
Did you know that simply using because increases your chances of a response by more than 30%? This was actually proven by the Xerox Study. When you provide a reason for your statement, – it can be an obvious or not-so-obvious reason – people are much more willing to hear you out and act favorably.
So, don’t just say or write Buy my product. Say Buy my product because…
Limited time only, limited offer, limited supply, etc. This word strikes on emotions, specifically FOMO (fear of missing out) as well as exclusivity. Who knows when the product or service will be available again?
Would you pay more for a piece of clothing if there were only three items displayed in the store? Do you gravitate towards trays where there is less food remaining? You might be thinking: It’s so empty, which means it must be good because everyone is eating it. This is called the scarcity effect.
In an experiment with identical cookies in two cookie jars, researchers discovered that people would more likely take a cookie from the jar containing fewer cookies. In other words, you can use the scarcity effect to your advantage with the use of words like limited.
“Humiliation is defined as the emotion you feel when your status is lowered in front of others.”
This feeling can come in many forms and depends on the individual, but I think we can agree that most people try their best to avoid humiliating situations.
By using a word, like humiliation, you can appeal to emotions and focus on pain points – namely, how to avoid humiliation.
It’s no secret that consumers are increasingly demanding more custom experiences as well as understanding the core of a company and what they stand for.
By including truth in your copy, you suggest a certain level of honesty and realness that your audience craves. However, use this carefully because if you claim truth when it is, in fact, false, it won’t take long until your customers find out.
6. Become one of the few
Although these exact words are never used, Apple does a great job of creating this effect on its fans. As soon as a new iPhone model is announced, people are already clamoring for it.
These fans understand that if they have the new iPhone, they will be one of the few in the “new iPhone club.”
Even if you don’t have the newest iPhone, if you own an Apple product, you may feel a sense of superior status because you’re in an “exclusive club.”
Become one of the few to receive our mind-blowing new offers. Not to mention, with exclusivity often comes a higher price tag. So, try this phrase out and watch it grow your revenue.
Imagine relaxing on an island and feeling the warmth of the sun on your cheek while taking in the scent of the fresh ocean breeze.
Did reading that incite feelings of carefreeness and happiness?
Allowing people’s imaginations to run wild can help them associate positive feelings with your product or service.
This can be especially influential during the current pandemic when people would like to be transported to more inviting and more positive moments.
Just imagine the effect your copy will have when you start using this word.
Words like proven, certified, and tested can give people reassurance in the quality of your product. This is part of focusing on pain points. Especially for large purchases, people are afraid they won’t get a quality return on their investment.
Letting your audience know that your product is proven to work and adding compelling evidence in the form of reviews is a foolproof way to increase sales.
What comes to mind when you hear breakthrough? Earth shattering? Life changing?
A breakthrough automatically hints at changing someone’s life in a positive way. Who doesn’t want positive life changes – whether it be status, ease-of-life, appearance, or lifestyle?
Other words you could use to produce this effect would be novel, unique, astounding, etc.
10. Thank you
Simple but effective. While honing your sales language is beneficial, sometimes the easiest thing to do is to show appreciation.
Let your customers know what you’re grateful for – their business, their engagement, their loyalty, their enthusiasm, their honesty…
After all, without your loyal fans, you wouldn’t have a business.
Do you have something to add to the list?
Remember this is not an exhaustive list of strong words you can use in your sales copy. If you have other suggestions or ideas, don’t hesitate to comment below.
What are your go-to power words? Which words do you avoid?
We would love to hear from you and your business’ development.