Recent research suggests that people don't always know why they make certain choices. They have preferences, but they can't put them into words.
Well, a list of power words can help.
You may have experienced this yourself. A friend asks you to taste one glass of wine and then another. He asks which one you prefer.
You point to the second glass. He asks why.
You stare at her in confusion. You know you liked the other wine, but you can't articulate the reason for your preference.
Even more amazing is that on a different date, you might make a different choice. Maybe your taste buds have changed, or maybe you just ate a different appetizer. Marketing is as much an art as it is a science, and powerful words can help tip the scales by appealing to botim database subconscious choices .
Your target customer won't read one of your calls to action and think, "Hey, that's a great use of a power word!" But subconsciously, they may decide to convert based on that word.
Having a list of power words on hand certainly sounds like a good thing, right?
Strong words communicate more specifically than ordinary words
Many power phrases are used because of their specificity. For example, instead of saying something is “great,” you can add a power word that tells the reader something more specific.
“Great” can mean anything. Is it beautiful? Excellent? Elite? Healthy? Life-changing?
You get a picture.
Powerful words can evoke strong emotions
Similarly, incorporate the power of words to evoke a certain emotional response in your readers. You want them to have a visceral response to your copywriting.
Think about TV, books, and movies. Have you ever come across a story that fell flat emotionally? There was conflict, tension, and good characterization, but you just didn't feel anything.