What are power words?

What are “power words”?

Power words” are phrases that clever copywriters use to evoke a specific psychological or emotional response. It is not without reason that the name is associated with power, because they are so convincing that people cannot resist their influence, and this can be seen in the statistics of clickability.

Both writers, copywriters and marketers more or less consciously use “power words” to motivate the user to take a specific action or to induce an appropriate emotional state (such as curiosity or fear). On the one hand, they can be used to manipulate click-bait articles, but, on the other hand, in the field of online commerce, they are proven to be useful in ads like Google Ads, Facebook Ads, mailings or online stores. This is quite a simple but also effective way to increase the number of conversions.

The strongest power words are terms like:

  • Free
  • You
  • Because
  • Instantly
  • Imagine
  • New

Other effective words include such phrases as:

  • Suddenly
  • Now
  • Announcement
  • Amazing
  • Excellent
  • Revolutionary
  • Surprising
  • Wonderful
  • Easy
  • Wanted
  • Challenge
  • Compare
  • Opportunity
  • Hurry up

Another method of grouping power words is to divide them according to what emotions we want to evoke. For example:

The words in the “Desire” group are for example:

  • Tempting
  • Sinful
  • Compelling
  • Pulling
  • Obsessive
  • Passionate
  • Arousing

The “Curiosity” group, on the other hand, is a type of word:

  • Little known
  • Unofficially
  • Leakage
  • Secret
  • Confidential
  • Controversial
  • Unexplained
  • Shocking

If we want to inspire trust in the reader, it is worth using such words:

  • Proof
  • Safe
  • Checked
  • No risk
  • Explored
  • Confirmed
  • Authority
  • {applied} worldwide

In turn, if we want to evoke a negative message, the words from the “Anger” group come with help these power words:

  • Brutal
  • Corrupted
  • Outrageous
  • Shame
  • Waste
  • Abuse
  • Victim

Remember that it is important to vary and properly embed these phrases in the context of a given message. Now think about how often you are bombarded with such texts and pay attention in advertising content to how many words are intentionally used power words 😉