Copywriting power words and phrases
Strive For Short & Simple – Use shorter, simple words that can express the same meaning as complex words and phrases; use one-syllable words when possible.
Take Out The Fluff – Get rid of unnecessary words like adjectives, adverbs, “in,” etc.
Take It Easy! – Use exclamation points (!) where appropriate, but as little as possible.
Copywriting Power Words – Use Emotionally-Appealing Words
Choose words with a similar meaning but more emotional impact:
Not cost, but investment
Not products, but solutions
Not house, but home
Not deal, but the opportunity
Not learn, but discover
Not buy now, but add to cart
Copywriting Power Words – Use Positive Phrases
Use positive words in place of their negative counterparts when describing your product or service:
Not inexpensive or cheap, but economical
Not free of pesticides, but 100% organic and safe
Lose The Stuffiness – Use common, informal words in place of their more ‘fancy’ counterparts:
Not dwelling, but home
Not a digital device, but the gadget
Copywriting Power Words – Replace The Buts – Use and instead of but – use and to focus on a positive:
Not, “This exercise program works, but you have to make time to follow-through” but, “This exercise program works, and it only takes 20 minutes a day, three times a week “
Use Gender-Neutral Terms – Because you’ll likely be writing to both men and women, use gender-neutral terms in order to appeal to both groups:
Not spokesman, but the spokesperson
Check For Pet Words – Minimize your use of ‘pet words’, or words you tend to overuse. Most modern word processors allow you to run a report that will display the most commonly used words in a document. Run a report and edit your copy where necessary.
Forget The Jargon -Be aware of using jargon that your reader may not understand. If it’s not understood, jargon can create a point of confusion in the reader’s mind, which could lead them to tune out your message for good!
Convey Confidence – Avoid using tentative adjectives, which suck the conviction out of your copy – things such as, ‘pretty good’, ‘fairly decent’, or ‘quite tasty’. Just say, ‘good’, ‘decent’, or ‘tasty’.
Inject Some Action – Give your copy a sense of movement – use lots of action words.
Avoid Cliches – Using cliches makes your copy seem old, predictable, and unexciting.
Copywriting Power Words – Use The Most Powerful, Persuasive Words
Include the following words in your copy to make it more persuasive:
Discover – When you tell people they’re going to discover something (as opposed to ‘learning’ it), it triggers a sense of adventure and excitement, as if they’re about to start on a journey to find a hidden treasure.
Easy – People feel their lives are too hard and complicated as it is. When you offer them something that will not only improve their lives but it’s easy to do, it becomes very desirable.
Guarantee – Most people don’t like being risk-takers. A guarantee goes a long way to eliminating any fears or doubts they may have about taking action on your offer.
Health – If people don’t have their health, very few other things matters. Your reader’s health is of prime importance to them, so anything that can help improve it is something that gets their attention.
Money – In the minds of most people, money represents freedom – freedom to do what they want, when they want to do it. This kind of lifestyle is often a high priority.
New – When something is new, it’s considered fresh, up-to-date, based on new research and technology, and is certainly better than the old thing.
Proven – When something has been proven, it’s shown itself to be reliable, and of high quality.
Results – Results are the bottom-line that your reader wants. It’s the main reason they read your copy and buy your product.
Safe – This word brings a sense of comfort and peace of mind.
Save – It’s usually easier for your reader to keep what they already have than it is to make more, so the idea of saving time, money, or anything else, is understood as a way to get results with very little effort.
You – Using this word helps keep the focus on the main beneficiary of the results promised – the reader.
Love – Love is the strongest emotion any of us feel. We crave it and will do almost anything to experience. It has power!
Free – When something is given as free, it feels like a gift that someone wants to give them – outside the suspicion that comes from asking for something in return.
Own – Owning something implies they have it now and are using and benefiting from it. This is much better than buying, which implies they’re giving up something (their money) to get it.
Best – There’s nothing higher or better than something that is the best. It conveys the idea that they need nothing else but this.