How to Market With Power Words

To run a successful marketing campaign, you have to use power words. Power words draw your audience into what you are selling and make them want to learn more. Power words create a sense of urgency--a need for your audience to act now. These words are positive and produce a benefit to your audience.

There are 12 power words that are often attributed to the Yale University psychology department. Unfortunately, there is no documentation to be found that can confirm this study actually exists. Regardless, these words are: "discovery," "easy," "guarantee," "health," "love," "money," "new," "proven," "results," "safety," "save" and "you."

Difficulty: Moderate

Instructions

1. Draw the reader into your message by personalizing your statement to him. Use the word "you" so your audience knows you are talking directly to them. This creates a sense that you care about the audience.

2. Stress the benefits of your product; at the same time make your audience feel as though their lives will be improved by purchasing the item you are marketing. Some power words that will sell your products benefits are "easy," "new" and "save."

3. Give the audience a sense of safety. Words such as "results," "proven" and "guarantee" will make your audience feel they are not risking anything to when they buy your product. They know you are offering them proven results, and that your product comes with a guarantee.

4. Feel-good words should be sprinkled in as well. A few feel-good power words are "health," "love" and "discovery." If it makes sense in your message, include these warm words. Your audience will want to hear how your product will improve their health and help them live longer.

5. Do not use all 12 words in your marketing message at once. This will overwhelm your audience. Instead, decide what message is most important to you. Are you offering a product that will save the audience money? Emphasize the word "save," as well as how your product is going to create savings for your audience.

Resources

• List of Power Words
• Yale and the 12 Words