Copywriting is all about persuading the reader to do something you want them to do without being overbearing. Writing persuasive copy is an art that takes time to learn. You need to have a way with words and use the right ones to get people’s attention and to persuade them subtly – such is the importance of good copywriting.
The truth is that all words are not equal. There are some words that inherently strike a chord with readers. People are instantly drawn to these words, which can make or break your copy. A reader will often decide to read your entire article if they spot these words in it.
These words may not seem powerful to you when you are writing a copy but they definitely have a powerful effect on anybody reading your copy.
Here is a list of powerful and persuasive words that you must have in your arsenal as a copywriting company –
Free
It is a universal truth that people love free things. People are always looking for great bargains and getting something for free is the ultimate prize. According to Dan Ariely, people have a natural instinct to never pass up on a great deal. The word free is so powerful that it has a major effect on people’s tastes and behaviors.
When two similar products are taken – one priced much higher than the other – people naturally want the more expensive item as it is seen as a status symbol and people associate high price with luxury. However, when the price of the lower-priced item is deducted from the prices of both products – effectively making the lower-priced product free – people change their opinions and the free item becomes much more desirable even though the change in price is the same for both items.
People do not care about the reduction in prices when the word free is nearby. When you are using the word free in your copy and are actually offering something for free, be prepared for a flood of customers who are just looking for a bargain and don’t really want to connect with your brand. Learn how to filter out the bargain hunters when you decide to offer free products and services.
New
The word new can be a bit tricky to handle. On one hand, people are inherently averse to change and many companies have launched new versions of products that people absolutely hated. People like trusted brands to remain the same over the years. On the other hand, people also get tired of the products that they own and are always looking for some novelty. The element of novelty activates the reward centers in our brains. So how can companies use this word correctly for effective copywriting?
You need to keep in mind that people trust your brand and not your products. People buy products from your trusted brand because your products serve several purposes. They choose your products over products from your competitors because they trust your brand. So don’t change components that make up your brand image. For example, if your brand is known for its unique customer service or in-store experience, don’t go changing all that. Even if you slap on the word ‘new’ on changes in brand image, your customers may not like that.
However, you can add new features and change your products. Fixing problems in existing products or adding more functionalities is always a good idea when it comes to revamping your products.
Instantly
The one thing that most of us agree on is that the current generation craves instant gratification. We do not want to wait for delayed rewards and we have no patience or time for it. This is why words like “fast”, “instant”, “instantly”, “immediately”, etc. can trigger a positive reaction in people. If you promise quick deliveries, instant customer service, etc. you might be subtly pushing customers along the purchasing funnel.
It goes without saying that you can never lie to your customers. Always fulfill your promises and never make any claims or announcements if you cannot follow through, as it can harm your brand’s credibility.