What if we told you there’s a special class of words that, when used properly, can give a healthy boost to your conversion rates?
There is, and these words are called power words. These are words and phrases that elicit a strong feeling from your readers.
To demonstrate, we’ve written a short piece of copy for a hypothetical email service provider company.
The power words are in bold:
“It’s frustrating. Sending great emails shouldn’t feel like pulling your hair out. Complicated software shouldn’t be the thing that holds you back from sending the right emails to the right people—and making more sales as a result.
So we built Hypothetical. Because you deserve software that makes building beautiful emails feel like magic. And because it should be absurdly easy to do.”
Two things are happening in this sample piece of copy:
- We use power words consistently, helping readers connect emotionally with the copy.
- When talking about the problem, we use negative power words. When talking about our solution, we use positive power words.
This boosts conversion because, whether readers know it or not, they’re learning to associate a positive emotional response with your brand – and a negative one with the alternative.
So take a look at your current copy.
If you’re noticing a lack of power words, well… It might be time to mix things up.
P.S. We used two power words, special and healthy, in the first sentence of this insight. Did you notice?