Is your ad copy not connecting with customers? Here’s the key to writing killer advertising: words that sell emotions, not products
Stick and stones may break my bones, but words will influence my behavior. Never heard that one? Well, it’s true: words are powerful. If you create evocative advertising—words that sell to emotions—your bound for higher sales and market share.
Advertisers, marketers, bloggers—they all craft language to influence people. Their writing is simple (typically at the fourth-grade reading level), but evokes deep emotions, motivations, desires, needs, and more.
It all seems very mystical, but copywriters aren’t geniuses; you can learn to write awesome copy, too.
Starting with the basics: 5 advertising words that sell like crazy
Before you jump into the deep end, you need to learn the basic words of great advertising. There are different variations of the words, but they all serve a singular purpose: to influence behavior again and again.
1. You…you…you’re good
You.
It’s probably the single most persuasive word in the English language. Why? Because we internalize it. It makes us feel as though the writer is speaking directly to us. It catches our attention and pulls us into the story.
All of its variations achieve the same effect: you, you’re, you’ve, your, you’s guys, Yusef (O.K. not the last two) But you get the picture, right?
The point: when you’re putting together any writing that seeks to persuade readers, make sure you address the reader directly. Don’t talk about “me me me” or “I did this and that.”
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2. It’s free!
Free.
Everyone loves free stuff. Rich people, poor people, and everyone in between. Why? Consider the motivations—what does “free” mean to us?
- It doesn’t cost anything (it saves money).
- There are no consequences for taking it.
- Since it’s free, you can buy other (or additional) things.
- It feels like a gift (emotional response is rewarding, even grateful).
Copywriters aren’t selling products. They use advertising words that sell positive emotions. They build trust, gain rapport, and give you solutions to your specific problems (the products are the solutions).
The point: draw in your prospects with something that’s free. Give the benefit of receiving value at no cost or consequence.
- A free download
- A free trial or demo
- A free sample
- A free gift card
3. “This car is brand-spanking-new”
New.
It’s modern, exclusive, present, “right now,” popular—it’s new. And there’s never been anything like it before.
Every car commercial focuses on this word and all of its implications. Every clothing line, beauty product, or mobile phone. They’re deliberately advertising “new” features.
But why do we care? Because “new” signifies youth, boldness, advancement, and power. Having new things gets us excited. And these items signify our importance to others, and ourselves. Vanity, folks, is a powerful motive.
The point: brand your services and products as new, fresh and original. If you have a product with new features, highlight those aspects continuously,
4. Oh, that’s okay—I can instantly download it on my iPhone
Instantly.
This word speaks to our present day and age. We live in a consumer-based world (at least in America and other Western countries). Everything is getting faster. Expectations of instant gratification are high.
We don’t want our purchase to arrive next week. We want it tomorrow. If we could have it delivered in ten minutes, we would pay top dollar for the service.
Why do you think FedEx became one of the largest distributors in the world? Because they guaranteed overnight delivery.
Why do you think Netflix added online streaming, instead of just mail delivery? Because people want movies instantly available.
The point: how can you advertise your services as super-fast or instantaneous? Your customers want quality service (or products) quickly. Give them what they want. Use advertising words that sell your rapid-fire quickness and quality.
5. Why am I borrowing this pen? Because I’m writing your number down
Because.
A powerful word, to say the least. You use ‘because” to reinforce the benefits of your offer, product or service. You’re responding to central questions your audience might have.
Why would I need a CRM for my sales team? Because it helps your sales team close more deals.
Why should I place my order right now? Because there is a limited-time, twenty percent discount.
The point: reinforce your marketing and advertising with cause and effect statements. You need this product because it solves your specific problem.
The key to successful advertising—words that sell emotions, not products (the purchase comes later)
Remember: if you’re trying to creating a piece of advertising that sells, use the words that speak to the motivations and emotions of your readers. Don’t focus on “I”; focus on “you.” Once you have the basics down, you can begin to incorporate more powerful words and phrases.
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Want to continually engage customers at every point of the sale? Schedule a demo with us, and we’ll show you how to turn leads into customers with less work!
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