Words are magical… they send good wishes, love messages, promises, and confirmations that we understand each other, respect each other and wish to help each other. The art of expressing thoughts and feelings through words is as old as humanity. We had poets, writers, thinkers and philosophers since the most ancient times.
Now that our world has become so complex and difficult to make sense of, words are more important than ever to convey the right messages and to make ourselves understood. And there is one specific domain where finding the right words is of crucial importance. This is advertising – the art of persuading people you have never met to trust your products and spend their hard-earned money buying them.
As people’s perception of advertising shifted according to the changes in the world we all live in from enthusiasm to indifference (and even mistrust), advertisers had to identify new ways to send out believable and persuasive messages. But one thing never changed – the power of words. And today we will present you with the 10 most powerful words you must include into your ad’s copy for any campaign.
It is a simple pronoun, but so powerful. It is the easiest and most direct way of addressing people and putting them at the centre of your advertising message. Everyone reading your message feels that it is addressed to them personally and individually.
We are all excited about new things: a new phone, a new car, a new house… Whenever something new and innovative appears in any of the fields we are interested in, either in our work or in our hobbies and personal interests, we want to have that item, try it out and discover its features, benefits and advantages. New things sell well based on their novelty character alone.
The feeling of uncertainty is one of the most unpleasant human experiences, especially when it comes to paying in advance for products or services. The simple formula “money back guarantee” works wonders in building people’s confidence in your offer.
If you prepare an ad campaign for nutrition, wellbeing, fitness or diet related topics, the word “health” must be included in your copy. This is one of the most important positive trigger words in the English language.
This word takes everyone back to their childhood when every day was filled with excitement, learning something new and finding new things to do in the world. However, do not abuse this word, because it will lose its meaning and power over time.
This is anther powerful word, especially when it is used in connection to a diet, fitness program, money-making strategy, and so on. People need this type of certainty that they are not being sold an untested product or solution.
A definite guarantee that your product works, the word “results” sets a precedent – that somebody else has tried the product and managed to obtain the desired outcome.
Saving money is very important for everyone, especially during the economic crisis. Instead of saying that you take a percentage off the listed price, show people how much money they save if they choose your offer.
Environmentally safe, child safe, safe online payment… all these are top priorities for all the people who browse the internet looking for offers on various products and services.
I left this one for last because it is a special word with complex, ramified meanings. It should be used carefully for maximum impact, and only in relation to premium products and services.