The right words can make or break a marketing campaign.
Choosing the best words is important, so I want to give you an edge by sharing which words research has found to be most effective in persuading people to take action.
These are the best words you can use in a the blog title, an email subject, or on call to action buttons, or other crucial areas.
Here are the secret words every copywriter must know to get more sales:
Personalization is everything. Using the recipient’s name in emails, tailoring the web shopping experience to the visitor’s past interests… Customers want to feel special. They want to know that your product was created for them.
You can grab their attention by directing your ad at them using the word “You”.
Use “You” in email subject, in the header of your ad, and in the button.
“Get your free guide!”, “Claim your coupon”, “Your exclusive offer is waiting”.
The more you can personalize your ads and direct them to the individual, the more they will pay attention to what you are saying. When you have their attention, you can motivate them to take action.
Everyone wants to have the latest and greatest. The new iPhone, newest wearable, brand new car…
Research shows that while established brands do best, new products will outsell something older.
Humans love novelty. We associate new with better, so try using that word whenever you have something “new” you want customers to hear about.
"Now" is a great motivator. “Get your product now, before they run out!”
No one wants to miss out on something good. Adding a sense of urgency to your ads will give people an extra push to act right away. Don't give them the chance to put you off until later. Tell them they need to act now. Chances are, they'll listen.
Check out the word in use on Best Buy's page:
Who has time to wait? Not me. And not customers active on the Internet. That is why the word “instantly” is so appealing. You can instantly learn the secret to success. Instantly access the exclusive coupon. Instantly download the guide to everything you ever wanted to know.
We all want things delivered instantly. For example, as seconds tick by, more users click away from a video. In the same way, if you can give them instant gratification, they are more likely to stick around.
In a world that travels fast, you can't afford not to deliver instantly.
This word has gotten a bad rap in recent years, sometimes coming with too many qualifiers. And let’s not forget using Free in an email subject can hurt your email deliverability.
But people still love to see the word “free”.
In study by Dan Ariely, researcher at Duke University students were offered two types of chocolate:
- A Lindt Truffle for $0.26 or
- A Hershey’s Kiss for $0.01.
Initially, 60% of buyers chose the Truffle for $.26 and 40% chose the Kiss. Ariely then reduced the prices of each by $0.01:
- The Truffle was $0.25
- The Kiss was free
Suddenly 90% of students chose the Kiss, even though the relative prices remained the same.
The power of "free". No risk. No commitment.
Free trials, free basics package… all these are ways companies use the power of “free” to draw in customers and upsell them later. The important thing is to get their attention first.
Remember when mom and dad said “because I said so”? Even as children, we demanded reasons, even when the reasons were as illogical as “because I said so”.
Turns out, even adults are ok with reasons that don’t make any sense, as long as we tell them “because.”
In a study done at Harvard University, a researcher tested different wording to ask students standing in a line for a copy machine whether she could cut the line.
Ask #1: “Excuse me, I have 5 pages. May I use the xerox machine?”
Ask #2: “Excuse me, I have 5 pages. May I use the xerox machine, because I have to make copies?”
Ask #3: “Excuse me, I have 5 pages. May I use the xerox machine, because I’m in a rush?”
60% of the people allowed the researcher to cut the line with Ask #1. Ask #3 elicited a 94% compliance rate (the researcher’s reasoning was “because I’m in a rush”).
Logically, we can all see that Ask #2 is silly, because everyone is in line to make copies. Her compliance rate was still 93%, almost the same as the legit Ask #3, merely because she supplied a reason.
Just using the word because helps convince people they are making a sound, logical decision.
"You need this guide now, because it will instantly help you."
Scarcity gives value to something.
By telling someone they have a limited time to grab your product, or that supplies are limited, it is like waving a red flag at a bull. They see red. They must have one of these limited editions that no one else will have.
Because it gives them prestige. We want others to envy us, and the best way to do that is to have something they can't get. Or, we fear missing out on something, the "fear of loss" marketing technique.
Amazon does a great job using these persuasive words. Notice how they incorporate the value of "free" shipping, limited stock (oh no, you might not get one if you don't order now!):
Want to save these words for later? Grab this reference list to help you use the most persuasive words in your marketing and instantly increase your clicks, opens, and sales!