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Power Words

Techniques > Use of Language > Persuasive language > Power words

God words | Devil words | Charisma words | Context counts | Don't over-do it | See also

There are words that are hardly noticed. There are words that stand out. And there are words which stand out so much they almost seem to have some kind of special power. If you know these words and know how to use them, then you, too, can wield this power.

God words

Sometimes words arise in a society or even across societies which, like a God, demand absolute obedience. When they are invoked, you rebuke them at your peril. If I say 'Racial equality is important' then you will be taking your life in your hands to say 'No, racial equality is not important'.

God words often indicate beliefs, attitudes and values, which can be utilized by the attentive persuader. For example if I hear you talking about people being hurt, I might deduce that you have a strong value about safety and hence sell you a car based on its airbags and crumple zones.

There's even a word for it: when words become 'canonized', they become unchallengeable, in a similar way that a particularly good person is canonized into sainthood.

'In' words

Within companies and specific social groups, if I say 'this is profitable' to an executive, he or she will be hard put to turn me down. God words can indicate attitude and can even take the form of apparently meaningless utterances. 'Yo!' can invoke (and even demand) a positive can-do excitement.

God talks jargon

Jargon words can very often be God words, as they have special meaning to closed groups. Invoking them both has a special meaning and tells others you a member of the group. As a policeman walks past a group of youths, one might mutter 'Pig' under his breath. This sends a strong signal to the others, reminding them of their 'outlaw' attitude, binding them more closely together and raising the utterer's standing within the group for risking the ire of the lawman.

Devil words

Just as God terms give you power, there are also words which will sap your power. Using these in a positive sense is taking your life in your hands. Saying 'sexual harassment is not that important' will make you a subject of attack and even people who agree with you will quietly distance themselves from you.

To illustrate the power of devil words, a reader of this page was so incensed even by examples I gave here, that he used very strong language in a communication (in consideration, I have removed the examples).

Devil word repulse

Devil words are so repulsive and so scary, people will quickly turn away from them. The mere thought of being associated with them (or, worse, being seen to be associated with them) is enough to make most people run a mile in record time.

These words are thus useful for attaching to the things which you want people to avoid. If I say 'Brown is so unfashionable' to my daughter who is looking at an expensive brown dress, she will almost immediately drop the dress and move away.

Non-PC words

Non-politically-correct words were once quite acceptable, but as society's values changed and people realized that they were using something unacceptable, it made them run even harder away from them.

Insults

Beyond non-PC words, variations can easily become pejorative and intended to insult, denigrate and belittle. Such words are even more emotionally charged and will provoke others into strong reaction -- which may be the intent of those using the words.

Words may even be invented or subverted with the deliberate purpose of insult.

Charisma words

Between God and Devil words are words that invoke particular effects on other people and can make you appear to have a mystical persuasive charisma. Sales books are full of these words and each list is different. They are sold as magical sales secrets based on years of research, but you can easily invent your own. All you do is take a basic need and find words which trigger the need (the stronger the better) in the person to who you are talking. Thus, for example, you can use:

Safety-oriented words: guaranteed, safe, secure, sound, healthy, strong.

Greed-oriented words: cash, deserve, money, more, free.

Control-oriented words: easy, quick, discover, proven, best, grab.

Belonging/Identity-oriented words: you, love, good, approved, favorite, new.

Trust-oriented words: certain, good, proven, real, right, scientific, sure, truth.

Notice how these are all positive words, as they aim to invoke good feelings. They are, as such, God-Charisma words. Words also can address more than one need (and most do). For example 'easy' also triggers greed and safety needs.

You can also leverage negative emotions to scare people into action with Devil-Charisma words such as only (as in 'only two days left!') risky and dark.

Context counts

The power effect of the words you use depend on the context within which you use them. 'Profit' is very likely to be a God word in most companies, yet in the public services it may well be a Devil word, being taken as an indication of all that is bad about our selfish society.

Words also sit within the context of other words within the sentence. Thus 'This is profitable' is nowhere near as powerful as 'How much more profit will this make you?'

Craft your speech with care and place your power words with even more care and you will become more and more persuasive!

The Yale list

An oft-quoted set of power words is commonly attributed to a study at Yale, Duke or California Universities, although it was sighted early in the Vidette Messenger in 1963.

Easy

Results

Save

Discover

Guarantee

Safety

Health

Love

Money

Need

Proven

You

One of the dilemmas of such lists is that without context, it is not clear where these are most powerful -- in advertising, one might reasonably assume. They certainly seem to be able to add power, though the truth of being the most powerful words, as they are often quoted, is perhaps doubtful.

Don't over-do it!

If you are going to use power words effectively, then they should have a subtle effect. Look at the following sentence:

Our new and exclusive products give instant, proven results and come with a free, money-back guarantee, strongly recommended by TVI. Apply now for this limited offer to discover these amazing benefits.

Overloading sentences with power words is like a teenage boy spraying on large amounts of scent in the hope of attracting more girls. The main effect on most people is that it is so obvious that it engenders either scorn or anger.

Power Words For Emotional Selling

by Karl Stepp

Here is a handy list of power words to help you with creating ad copy. People on the internet, for the most part, will buy from you first based on emotion.

Certain words can and do make individuals act. Mix and match these proven words below to create your ad copy and then measure the results and adjust the wording as necessary. Try to sum up the benefits and value of your product or service.

It is nice to have alot of cool features, but buyers want to know exactly how your product will help them. Keep refining and restating and adjusting and measuring your ads until you come up with the right message. Expect it to take several tries to succeed. You have to promote the right message to get the traffic. Without traffic, it is difficult to sell online.

In a simple business web model, you want to have a decent product, strong support, and a professional internet presence. This in itself will not persuade the visitor to purchase.

By using the correct words, you can help bridge the communication gap by convincing the buyer to consider your product first.

The whole idea in headline copywriting is to get the reader to act. Write the headline to generate interest and target traffic, not to sell.

With about a billion websites to compete with, the titles and descriptions you use are more important than ever. By using benefit laden power words, your message will draw the click over others. Offer something remarkable and be sure you deliver exactly what you promise when they arrive. This will create a positive impression instantly with your visitor.

After you make the first sale, it is recommended to follow up promply to ensure complete satisfaction. It is important to create preference for your products and to constantly build on it.

The second sale decision will still be based on emotion, but not as strongly. They now have an experience with you to base your offer on. When the second sale is made then you are on your way.

By delivering and exceeding what the customer expects, you will be rewarded with the coveted "Customer For Life".

Top 10 Power Words You Should Use in Your Advertising

According to the psychology department at Yale University, some words in the English language are more powerful than others. Here are their top 10 most powerful:

10. New -- It's part of basic human makeup to seek novelty.

9. Save -- We all want to save something.

8. Safety -- This could refer to health or long-lasting quality.

7. Proven -- Helps remove fear from trying something new.

6. Love -- Continues to be an all-time favorite.

5. Discover -- Presents a sense of excitement and adventure.

4. Guarantee -- Provides a sense of safety at the time of purchase.

3. Health -- Especially powerful when it applies to a product.

2. Results -- Works in rationalizing a purchase.

1. You -- Listed as the #1 most powerful word in every study reviewed. Because of the personal nature of advertising copywriting, you should use “you” in your headline, opening line and as often as possible. In fact, many copywriters will throw out a headline if “you” is not in it.

To the psychology department at Yale University, we ask, “What about 'Free'?” Reprinted from the Board Report for Graphic Artists.

The Ultimate Skills List - 365 Power Words

How to Use These Words

Be prepared to defend every word you have included in your resume - this means not using words that do not accurately describe you or tasks you have completed. Select each word carefully. Remember that recruiters and HR people are jaded by Cliché buzzwords such as trouble-shooter or success-oriented. On the other hand, you want

a resume that sparkles and appears dynamic. Avoid flabby, tentative words such as "participated in" or "helped out". Action words make you a doer. Doers get jobs.Accelerated Enhanced Planned

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