A copywriter’s bible of (power) words that sell

Words that sell. As a copywriter, they are our bread and butter. Words that pique people’s interest, make them use their imagination and turn the ordinary into something worth paying money for.

Copywriters can’t just consider factual and grammatical accuracy, rhythm and clarity of ideas – although all these things are important. To write copy that generates a reaction, copywriters must dig into the emotional and psychological impact of the words we use.

Here are 63 words that will help you turn ordinary copy into something more powerful, and more effective.

The most powerful word of all

1. You

Words about newness

2. Introducing
3. Welcome
4. Unique
5. Announcing
6. Breakthrough
7. Surprising
8. Exciting
9. Astounding

Words about exclusivity

10. Special
11. Secret
12. Hidden
13. Truth
14. Temptation
15. Forbidden
16. Never
17. Revealed
18. Exclusive
19. Limited

Words about urgency

20. Now
21. Discover
22. New
23. Results
24. Only
25. Direct
26. Hurry
27. Quick
28. Fast

Words that reassure

30. Can
31. Guarantee
32. Proven
33. Easy
34. Care
35. Simple
36. Safety
37. Lifetime

Words about caring

38. Family
39. Love
40. Children
41. Heaven
42. Dream
43. Health

Words about saving

44. Save
45. Money
46. Win
47. Cheap
48. Free
49. Reduced
50. Bargain
51. Bonus
52. Discount
53. Lowest

Words about pain

54. Hate
55. Failure
56. Afraid
57. Lazy
58. Humiliation
59. Alone
60. Reject
61. Stress
62. Stupid
63. Guilty

How to use words that sell

I’ve just given you a long list of copywriting words that sell and I hear you ask: “What the heck am I  supposed to do now?”  I’m not suggesting you try and work every one of these into your copywriting. That would be … well. that would be an amazing effort if you did.

Instead, consider the emotion you want to tap into or the psychological impact. Think about how you want the reader to feel or, in the case of pain, avoid feeling, and use a word from that category.

Words that sell are especially powerful in headlines and subheadings as these are the copywriting elements that nearly every reader will see. One well-placed power word could be the difference between marketing being read – or ignored.

So now it’s over to you. Test out these words that sell in your copy and see if they change the responses you get. Don’t forget to let us all know how you go.

And if you have your own favourite words, let me know and I’ll add them to the list!

The Copy Detective

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