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How To Leverage Power Words To Boost Your Conversions

Jared Atchison
Jared Atchison

Being specific about some of the words you use when marketing to customers can help generate more sales.

Have you ever wondered what makes great marketing and ad text so compelling? You find yourself positively charged and ready to buy a product that you never thought you needed in just a few minutes.

Great content creators use several techniques to bring their copy to life. One of these techniques is the tried and tested magic of power words.

Power words evoke emotions in a reader that compels them to take action. Depending on what your goals are, you can use power words to get people to sign up for your newsletter, buy a product, or engage with you on social media. 

Of course, you need to back up your marketing with a solid product and a good user experience. But not using power words can make your content appear lackluster.

Let's dive in deeper and learn what the different kinds of power words are and how to leverage them to achieve your conversion goals.

What are power words? 

We've already learned that power words evoke emotions. And just as there are different kinds of emotions, there are different types of power words you can use. 

You can easily find examples of hundreds of power words with a quick online search. For our purposes, we'll cover some of the most significant ones that you can start to use immediately. 

Determining what power word to use will depend on your goals. Here are examples of power words and the situations in which they'll help you drive up conversion rates, email opens, or anything else you want to achieve. 

Trust words

The biggest hurdle a business needs to overcome is gaining their audience's trust. With the help of the right words, you can show your readers that they can rely on you to provide good products and services. Use these words to showcase reliability and safety, especially during a time where people don't want to risk buying from sources they don't know:

  • Case study

  • Certified

  • Secure

  • Studies show

  • Professional

  • Tested

  • Try before you buy

These words (and phrases) can build trust faster and let people know that there are data and checks behind your claims. 

Greed power words

Words that create the feeling that you want more and can get more are called greed words. While this seems to have a negative connotation, greed power words can be used to convey savings and help your audience understand that they’re getting value for money. Use the following greed power words to make your copy more compelling:

  • Bonus

  • Best

  • Value

  • While they last

  • Giveaway

  • Reduced

  • Don't miss out

  • Exclusive

Such words also trigger the sense of scarcity and the Fear of Missing Out (FOMO), both powerful emotions that often drive buying behavior. These power words will make your headlines more eye-catching. 

Curiosity power words

This set of words intrigues people and creates the urge to open your email, subscribe to your site, or read your blog post. Use power words that evoke curiosity to get your audience to choose reading your content over that of other brands.

  • Thought-provoking

  • Unconventional

  • Extraordinary

  • Elusive

  • Incredibly

  • Behind the scenes

  • Secret

It's difficult to make your content stand out from everyone else's. With curiosity power words you stand a chance to make your headlines pop. 

Desire power words

You can amplify the desire to have something by leveraging power words that make a proposition more desirable. The use of the following words will make your content attractive and also create feelings that make readers more open to taking action. 

  • Intriguing

  • Striking

  • Engaging

  • Enchanting

  • Lovely

  • Captivating

With power words that enhance people’s desire or craving for a product, you'll see improved click-through rates on ads and more engagement on social media. Many list types of blogs use power words in different combinations to improve readership. 

When creating marketing copy it is essential to add a power word or two to make your content attractive. However, be mindful and avoid overusing them to make your headlines sound like clickbait. Misleading and unhelpful content gets penalized by search engines and also leaves your readers with a negative impression.

However, done well, power words can lead to better content marketing performance. We've looked at a few types of power words and how they influence people. We'll explore how to apply power words in the following section.

How to apply power words

We've covered what power words are, now, let's look at ways to apply them practically. Here are the top areas in writing where power words can enhance the effectiveness of your copy. 

  • Headlines for ads: Improve your ad results and get more people to engage with your ad copy by sharing it online or clicking on it. A great ad that includes the right type of ad copy can improve your brand image. For example, using anger-based power words like "Evil" or "Fear" make sense in a context where a "green" organization is drawing attention to unethical environmental practices. 

  • Email subject lines: Your email marketing is the most powerful tool you have to drive conversions. But getting people to open your email is a major getaway that impacts your marketing success. Subject lines with a sense of exclusivity and urgency increase open rates by 22%. Adding greed power words in your subject lines will help you create the urge in your audience to click on your emails. 

  • Calls to action: It's essential to add a call to action in your emails, blog posts, and any other marketing communication. But calls to action need to be compelling in their copy to get people to take action. Teespring, an e-commerce platform for custom apparel, improved their conversion rates by 12.7% just by adding power words to their calls to action. By making customers feel secure they were able to boost clicks on their buy buttons. 

  • Blog post titles: You’re probably familiar with titles that go "X best ways" or "X easy steps" and more. Although such titles do seem cookie cutter-like at a certain point, the truth is that they are very effective. They immediately tell readers what the post will do for them. And did you notice? They use power words like "best" and "easy.' Power words work and they reflect what readers feel and want to experience, which makes it important to add them to blog titles. 

  • Opt-in forms: A step that you can take right now is to tweak your website’s opt-in popup forms by adding power words. Run A/B tests and check out the impact that power words have on how people respond to your opt-in forms. This exercise should help you see the ‘power of power words' in a practical way.

  • Edit testimonials: If you need to edit lengthy and well-meaning testimonials to make them more web-friendly, then adding power words to them will help. They'll make your testimonials readable and reinforce the impact of the testimonials. 

There are a number of ways you can use power words in your business. Use the tips given here to make your content interesting and compelling.

Adding power words to your copy is a fundamental content marketing and copywriting technique. It has real and verifiable results that you can measure with the help of analytics and split testing. Work with the tips and information provided here to get stronger results from content marketing. 

Image Credit: vittaya25/Getty Images
Jared Atchison
Jared Atchison
business.com Member
Co-Founder of WPForms, one of the largest WordPress contact form plugins in the market. I have been programming for over a decade and enjoy creating plugins that help people create powerful web designs without touching code.