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June 12, 2019
Finding the right language is critical to the success of your marketing campaign. The right words enable you to connect with the right audience and encourage them to take action. Language holds power.
These are words that can lead to connection and conversion. Trial and error and A/B testing can help you establish what works, in which circumstance. You can use this list next time you need to write promotional copy.
Incentive Words
These words are ideal for helping you in your next sale.
Free – As a consumer, you can’t beat this for a price.
Buy one get one – The perceived value here is higher than with a straight discount.
Complimentary – The meaning is similar to free and works almost as well.
On the house – This shows you’re dedicated to helping your customers.
Off (as in 20 percent off) – This creates an incentive for your customers to act.
New – The latest and greatest is always tempting.
Best Sellers – Other people have benefited from this product in the past.
Save – Customers love to save money or time.
Bargain – We’re all looking for a deal.
Value – Your audience wants to know what they’ll get for their money and their time.
More – What do you offer that your competitors don’t?
Trust-based words
These are words that will help you establish trust with your audience.
Safe – This product has been tested.
Effective – You can use this to reassure your prospect.
Mom-approved – This phrase, or the approval of any group, provide social proof.
Authentic – This word can help distinguish you from the competition.
Verified – Reassure your customers before they buy.
Results – Customers want to know the product has worked for others.
No obligation – Your audience is off the hook for further purchases.
Guaranteed – Remove risk from the equation and ease your readers’ minds.
Proven – It really works!
Safe and effective – Minimize the perception of risk.
Thank you – Show your appreciation for customers.
Urgency words
Compel your readers to take action now, with these words.
Act now – Encourage an immediate response with this phrase.
Last chance – Inspire urgency.
Instant – Everyone is a fan of results, now.
Today – Another phrase that compels readers to act now.
Fast – Another descriptive timing phrase.
Book now, before the offer is gone again – Tell the reader about your previous success with this offer.
Limited time offer – If they don’t act now, they won’t be in on the savings.
Flash sale – This deal may be over before you know it.
Deal ends today – Put a hard deadline on the deal.
Exclusivity words
These phrases create the impression that your product is inherently better than what the competition offers.
The – Your solution is THE solution your customer will need.
Secret – The customer senses that you are about to solve their problem for them.
Elite – Use this to make people feel special.
Premium – The best product for the desired solution is more important than cost.
Introducing – Give readers the impression they are among the first to hear about your offer.
Breakthrough – Stay on the cutting edge.
Join – Readers desire connection and community.
Helpful words
Give your readers the information they need to be better consumers.
How to – Provide the information necessary for your readers to improve their lives.
Tips – Readers want the information that will make their lives easier.
Time-saving – Everyone wants a little extra time to do the things they love.
Hassle-free – You won’t spend too much time or effort with this.
Never – You can use this to point out you’re eliminating the negative. “Never worry again” or “Never overpay again.”
Easy – The prospect’s life is about to become simpler by using your product.
A few more miscellaneous power words
You – The copy is about your prospect, not about you.
Amazing/incredible – These terms can place your product above the ordinary, when used sparingly.
Discover – You have a product or information that the prospect does not yet know about.
Powerful – Your product works well.
Real results – Everyone wants to know that your product works.
Caused by – You can use this phrase to reinforce the benefits of the customers’ potential purchase.
Go ahead, start working these words into your marketing copy. You can try them out in your sales scripts. The language we choose can help our businesses become more successful.
