A study conducted by Yale University identified 12 words that people respond to the most. So we have 12 very powerful words; « powerful words. » As one might expect, the first five relate to basic human desires. Desire is a connection point deep within us, always ready to react to something.
When people are exposed to these words, they register along with their emotions, causing attention and reactions. The first five are: health, money, love, security and savings. Any of these words used to describe a promotional offer will attract attention because they « strike a nerve. »
There is another basic human desire that many potential customers have, which is to experience something new or master something new. The first reason is boredom; the second is a result of self-image – wanting to be seen as « trendy ». Three powerful words that apply to this concept are: new, discovery and breakthrough. These terms should be placed in the opening statement or emphasized at some angle.
We’ve found three words that instill a sense of security and trustworthiness: simple, guaranteed and proven. These words give people confidence that there will be no problems with their product or service and that they won’t be disappointed.
The last of the 12 words is « you ». This does make sense, remember the best advertising screams “what’s in it for me (and you)”. Removing the word « I » from your ad and replacing it with « your » directly correlates with the benefits. This will have a greater impact.
You may have noticed that the title refers to 13 words. Well, Yale missed one. I can assure (one of the words) you (the other) that it is a proven (another) fact that « free » is one of, if not the, most powerful word in the English language for marketing. The “buy one, get one free” argument doesn’t work.
Observe your own reactions to power words and assume your level of reaction is normal – because it probably is.