Marketing professionals are always seeking ways to drive traffic to the business website, boost conversions and compel the target audience to take the action they desire. I should know, being a marketing professional first and foremost, before diving deep into the world of words. Now, as a copywriter, what if I told you there was an easy way to influence people’s subconscious and drive them to the point of purchase by using power words? Curious? Let me explain.
What are power words?
Power words are an essential part of marketing psychology. They are simple yet strong words that trigger an emotional response. In the case of Marketing, power words influence your buying behaviour to persuade you to buy the product or service. Copywriters and authors will use these to spice up dull, lifeless words on a page into an engaging read or even work with you to write a catchy tagline.
We are surrounded by power words every day of our lives. Here’s an example you’ll be familiar with – L’Oreal Paris’ famous tagline “Because you’re worth it.” 23-year-old junior copywriter Ilon Specht put the phrase together in 1971, taking the world by storm. Since then, these words have become synonymous with the brand. Over half a century later, this tagline continues to empower women from all walks of life globally.
So, what are the power words here? Let’s break it down.
“Because”
The word because is a psychological trigger that drives us to question why and seek a reason. In turn, allowing you to provide the answer and persuade people to do as you say.
“You’re”
You or you’re is one of the most common power words copywriters use. This short, simple word holds plenty of power. Why? Because the copy speaks directly to YOU. By talking to you, the advertiser gives a sense of personalisation. In turn, they make you feel important and empowered.
"Worth"
Worth, worthy, and worthwhile provide a sense of value and importance. By saying you’re worth it, the words trigger a sense of self-value. And so, by purchasing the products - you feel empowered.
The benefits of using power words
As we’ve discovered, power words have the ability to influence and drive action by evoking emotion. From a marketing perspective, you can benefit from the following.
A higher click-through rate to your website. So, the better your headlines and call-to-actions are, the greater the benefits.
An increase in website visitors and boost in your search engine optimisation (SEO) by understanding the relationship between copywriting and SEO. Once you master this, you’ll be leagues ahead of your competitors.
Improve your ranking with Google. Everyone wants to be on the first page of Google, and how do you do this? Write better headlines with the use of power words! By doing so, you’ll boost the traffic to your website and improve you’re click-through-rates.
Tips for using power words correctly
Before you go ahead and include every possible power word in your headline, consider what it is you’re offering, whom you’re offering it to, and keep in mind Google.
Often in a bid to drive website traffic, people often over-promise and under-deliver by falsely representing their services and the content on their site.
Remember, Google measures your click-through rate and user engagement. So, if visitors come to your website and head straight back out, Google will demote you in the search results.
Examples of power words
Now that you’ve got a gist about power words, it’s time for some examples. While I can provide you with a long list of websites (or you could go scouring yourself), I thought I’d make it quick and easy for you and have done the leg work.