Whether you’re a professional copywriter that’s been working for years or you’re just getting started, the importance of words in our line of work cannot be understated. Words are essential, eye-opening, incredible, magnificent, powerful. Words are… everything. That sounds a bit dramatic and over-the-top, huh? Well, 1. It’s true, 2. It conveys a lot of emotion, and 3. It’s exactly the type of writing we do every day to attract customers and clients to our products and services.
Every single word carries meaning. It’s how we communicate with our customers and help them connect with our brand. The meaning can depend on the situation and, therefore, some words are better than others for specific situations. However, there are a number of words that are incredibly effective across all copywriting needs. We call these “power words.” Every copywriter should have the list of these words saved for reference or when the inevitable writer’s block strikes. I’ve saved the list already, but now I want to share it with you to help take your marketing copy to the next level! There are a few different subgroups within power words, but first, let’s start with what power words are!
Power Words
Power words are some of the most important and useful words for a copywriter. These words evoke strong psychological responses from the customers or clients reading them. These words are often dramatic, full of emotion, and very persuasive. When used properly, they become incredible tools for producing interest and increasing conversion from your marketing copy.
Power words are effective because of how they make readers feel. For example, would you rather go to a lunch with a “raffle” or a lunch with a “huge giveaway?” I’ll be at the huge giveaway. I’m pretty sure most people would choose that one as well. These power words evoke emotion and, at the same time, subconsciously urge readers to take action. This is why these words are so effective because there is a certain urgency in them that plays on the reader’s strong feelings, prompting them to respond. Some of the emotions that power words play on include encouragement, greed, safety, fear, lust, and anger. Combined, these words fall into three main categories: urgency words, affirmation words, and security words. First, let’s start with urgency words.
Urgency Power Words
Urgency words help convey an immediate, pressing need behind an offer or sale. Primarily, they are used to indicate scarcity or value right here in this moment, prompting consumers to act before they miss out.
-Bargain
-Before
-Big
-Big Deal
-Big Time
-Billion
-Bonus
-Cash
-Cheap
-Deadline
-Dollar
-Double
-Exclusive
-Expiring
-Extra
-Fast
-Final
-First
-Frenzy
-Giveaway
-Huge
-Hurry
-Immediate
-Instant
-Jackpot
-Limited
-Luxurious
-Massive
-More
-New
-Now
-Premiere
-Prize
-Profit
-Quick
-Reduced
-Rich
-Running low
-Running out
-Save
-Savings
-Scarce
-Special
-Surge
-Ultimate
-Value
Affirmation Power Words
Affirmation power words can work in two different ways: bolstering the self-esteem of the consumer or underscoring the acclaim of a certain product or service. Essentially, this means making the consumer feel as though this product or service will make their life better, especially in the eyes of others, or that the product or service surpasses similar products on the market.
-Amazing
-A-Plus
-Astonishing
-Astounding
-Awesome
-Beautiful
-Blissful
-Breathtaking
-Brilliant
-Celebrate
-Celebrated
-Colossal
-Courage
-Daring
-Delight
-Effortless
-Empower
-Epic
-Excellent
-Excited
-Extraordinary
-Eye-Opening
-Fabulous
-Fantastic
-Fearless
-Fierce
-Flawless
-Glorious
-Greatest
-Grit
-Happy
-Heart
-Hero
-Hope
-Incredible
-Jaw-Dropping
-Life-Changing
-Lovable
-Magic
-Mind-blowing
-Miraculous
-Next-Level
-Perfect
-Phenomenal
-Remarkable
-Sensational
-Spectacular
-Splendid
-Staggering
-Striking
-Stunning
-Terrific
-Thrive
-Unbeatable
-Unbelievable
Security Power Words
Security power words are used in copy in order to make consumers feel comfortable and safe. This is done by demonstrating that the product or service has been widely tested, is secure, and is trusted by others. Mainly, security words are used to show that other consumers have used the product or service and stand by it.
-Above and beyond
-Accredited
-Anonymous
-Approved
-Authentic
-Automatic
-Authoritative
-Authority
-Best
-Best-selling
-Better
-Bonafide
-Cancel anytime
-Certified
-Definitive
-Dependable
-Detailed
-Endorsed
-Ensured
-Expert
-Fail-proof
-Foolproof
-Genuine
-Guaranteed
-Guilt-free
-Legit
-Legitimate
-Obvious
-Patented
-Professional
-Protected
-Proven
-Refund
-Reliable
-Research-Backed
-Results
-Risk-Free
-Scientific
-Secure
-Sensible
-Surefire
-Tested
-Thorough
-Trustworthy
-Unconditional
-Verified
-Well-beyond
-World Class
-Worry-Free
This list provides a wide range of words as options for improving your copy. Start trying to incorporate some of them into your own copywriting and watch as the positive results roll in and your conversion rates climb. Just make sure not to use them all at once. Knowing when, where, and in what situation to use certain words is the key to being a successful copywriter.
