So, you want to consistently create high-converting marketing copy.
You know your content deserves to go viral, but you just aren’t sure how to go about it.
Our suggestion? Start relying on marketing power words.
Your time and energy are just as precious as your capital — you can’t afford to waste any of it.
That’s why instead of trying to reinvent the marketing wheel, you’re going to take the time to build a strong ad copy foundation and start empowering your marketing campaigns with a reliable list of power words.
And once you’ve established that strong foundation, you’ll be able to take those power words and maximize their impact at each stage of the ad copy process.
But before we dive right in, let’s take a second to understand exactly what makes these power words so effective.
How Power Words Elevate Your Marketing Copy
For the sake of simplicity, we’re going to define ‘power words’ as “words/phrases designed to capture a reader’s attention or elicit a response”.
But this isn’t just about finding the perfect clickbait title or saying something outrageous just for the sake of attention.
Attention is often seen as the building block of any successful marketing strategy, but you need to have content that compels action.
It’s a bit like being a street performer. You wouldn’t want people to just stop for a second and walk away. You’d need to be captivating. And your marketing content should be too.
The most common ways to do this are to rely on either A) Curiosity or B) Emotion.
Curiosity alone can be a powerful tool, using power words like “proven” and “reveal” can already start to intrigue readers.
But when you combine that with emotional power words like “mistakes” or “quickly”, you start to paint a picture of what the content will do for readers.
Think of it this way: would you rather hear about “5 airline stories” or a story that “Reveals 5 Embarrassing Airline Mistakes”?
Audiences need something to latch onto if you expect them to actually click on your Facebook Ad.
“Opportunity” is just the tip of the iceberg. The video goes on to talk about “Presents” and Congratulates them.
Provide an emotion, and give readers something to look forward to when they click on your link.
For a masterclass in power words and driving emotion, take a look at The Rock’s promotional post for Hobbs & Shaw.
His posts always start strong, triggering reader curiosity. From there, he builds momentum using emotional power words like “driving force” and talking about his costar’s “bad ass skill set”.
Using power words gives you a reliable way to speak to the heart of what your audience cares about: how your product/service is actually going to help them.
The List: 500 Power Words To Turbo Charge Your Copy Writing
Feel free to take your time with that list, we know it can be a bit overwhelming. In fact, go ahead and bookmark this page and come back whenever you need some ad copy inspiration!
Of course, it’s not enough to just know what the words are. You’ll need to know how to use them properly.
So, let’s take a look at how you’ll want to use these power words throughout your site.
Power Words and Headlines
Headlines are the tip of your content marketing spear, and you’re going to want a headline filled with plenty of power words.
Take a look at how Forbes put together its headlines:
Not only do these headlines trigger curiosity, but Forbes is also sure to include plenty of power words to encourage an emotional response.
Power Words and Sub-Headers
When you’re creating content, you should assume that a portion of your audience is just going to scan.
Fortunately for you, that’s something you can take advantage of.
You don’t have to be obnoxious, you can just focus on communicating directly and clearly with your audience. Take a look at how Buffer handles their sub-headers.
See? Nice and easy, but still compelling.
By including more power words in your sub-headers, you’ll satisfy those who’d rather scan than read and engage an otherwise lost reader.
Power Words and Product Names
Don’t shy away from power words in your product names either.
You want to convey that your products and services are an experience, and using power words is an easy way to do just that.
But don’t take our word for it, take a look at how Apple sells their MacBooks.
As long as you’re consistent with your branding, there’s nothing wrong with being a little bold.
Power Words and Popups
Make no mistake: exit popups are here to stay. So, make sure that your popups are designed to increase the likelihood of engagement.
Here’s how Neil Patel handles it:
Again, nothing fancy here. This popup just uses a variety of emotional trigger power words to get readers thinking about benefits instead of costs.
“Traffic”, “leads”, “sales”, and “revenue” all speak to this popup’s message: growth is the goal, and signing up will get you there.
And that’s the beauty of power words. Just a bit of tweaking can help make your content significantly more compelling.
Power Words and Landing Pages
When it comes to landing pages, the goal is to successfully bridge the gap between marketing and sales.
They’ve taken the leap of faith to end up on your site. Now it’s up to you to give them a good reason to say ‘yes’.
Here’s how Shopify handles their landing page:
Shopify uses the word ‘free’ twice here, and it’s easy to see why. If you remove the most common objection users might have, you’re one step closer to securing a sale.
But not what makes this ad so compelling. What sets this ad apart is the way they validate their claims. Not only is there an emphasis on getting you ‘selling’ , but the fact that nearly 1 million other businesses trust this brand provides an incredible amount of social proof.
Remember: audiences are more likely to trust the word of another consumer. You might have a bias, but consumers are interested in value, plain and simple. If you’ve got plenty of online reviews stating how great your business is, potential customers are more likely to consider you. Never underestimate the power of an objective complement.
Power Words and Buttons
Your buttons are an easy way to expose your audience to more power words.
Take a look at how Hubspot’s button guides readers while using power words to ensure engagement.
In a highly competitive marketplace, staying updated is critical. And Hubspot promises to keep you up to date on all the latest marketing and sales news.
But it’s not just that Hubspot is offering plenty of value in exchange for a small investment. It’s that Hubspot used power words to frame it properly. They’re not ‘asking’ for your email — they’re ‘giving’ you information.
Power Words for Facebook Ads
If you want a Facebook ads campaign that’s profitable in both the short and long term, your best bet is to constantly experiment.
Your audience targeting, promotion schedules, and ad copy should improve over time. More specifically, when you consider the impact that power words can have on readers, it’s important that you test out new ideas for engaging ad copy.
When you take a close look at Melio’s Facebook ads, you’ll notice that their message is all about offering growth via increased security.
In just one ad, they used “secure” and “empowers” to imply safety and growth. They also made sure to mention words like “avoid” and “fraud” to further play up the security angle.
Slack prides itself on simplifying its UX, and that comes across clearly through their Facebook ads. More importantly, they use a variety of power words to convey this message.
Words like “simpler” and “reduce” are used to establish exactly how their service empowers readers. You’ll even see words like “productive” pop up to establish an improved sense of growth.
Bambee takes a unique approach in that they lean into the fear angle. By highlighting the dangers of having a poor HR experience, they’re able to provide a clear incentive to readers that might be on the fence.
By using words like “neglected”, “failed”, “mistakes”, and “safety”, Bambee ensures that readers will walk away with a crystal clear picture of what will happen if they don’t use Bambee’s service.
Power words work because they get readers to lower their guard by helping them focus on what’s really important: solving their own problems.
When you’re creating marketing content, you should always ask yourself “how compelling is this to the reader?”
Let’s face it: there are plenty of competitors out there that sell good products/services. But if you can cultivate a brand voice that’s consistently engaging and draws consumers in, you’ll be one step closer to dominating your industry.
- Podcast #13- How Facebook Ads Fueled Proof’s Rapid Growth with Dave Rogenmoser - September 30, 2020
- Podcast #12- How Gong.io Drives Growth with Organic and Paid LinkedIn Content with Mike McEuen - September 10, 2020
- Podcast #11- Aaron Krall’s Framework for Scaling SaaS User Onboarding the Right Way - August 24, 2020