*Advertising Using Power Words

Advertising using Power Words

When writing ads, especially short 3-line or 5-line ads for Magazines, Newspapers, E-zines, Websites, etc. pay close attention to every word. Words not only influence the minds of people, but can completely change their perception about a particular thing or service. Words can have the persuasion power to entice and motivate. They can also have the subliminal power to turn off your potential customers or clients. Words are used by everyone to achieve a goal.

Politicians, public relations personnel, marketers, counselors, bosses, and even parents use words to pass on their messages. Words the ‘get the job done’ are known as ‘Power Words’. Thy greatly amplify results and work wonders when used properly in an ad.

New or improved words can create a sense of curiosity. The customers get an impression that the product is something that is different from others and they may want it just to be the first on their block to possess it. Don’t overlook this human need to have an edge up on their surrounding environment. It is a strong emotional need, regardless of whether or not we want to acknowledge it. Laundry products have long recognized this fact and been advertised as new and improved on a continual basis years. Although it can be either a new or improved version of an existing product, the power of both the words and the product reinforces each other’s strength.

Take for instance the line ‘Money back guarantee’. These power words helps gain the trust of the customer. It is a must to print these words at the closing line of an advertisement. After this sentence, the methods of payment and how money will be returned if the customer is not satisfied should be stated. The absolute power of these words cannot be overstated. Of course, they do commit the advertiser to engaging in a quick refund program when demanded.

Most successful advertisements have a little known ‘secret’ that surely generated curiosity within the reader. People are knowledge thirsty, they want to know what others do not know. They think that there is some vital information they are missing, and that ‘something’ is the key to ‘why’ they haven’t experienced the success at something particular that they have sought.

Words ‘Insiders say that’, are similar to ‘secret’. They imply information from some expertise that is still unknown to the outside world. If the customer is willing to purchase that product or service, their craving for information or ability will be satisfied.

Wait, you might say. Does this imply that all purchase are emotional? The answer is most certainly, “Yes!”. Drs. Greg and Sharon Livingston, renowned experts in targeted marketing, have done extensive research on purchase decisions, even at a corporate level. When tunneling through all of the layers of the decision-making process, the choice of one product or service over another will ultimately be triggered by a universal emotion. Finding that emotion and linking it to your target audience is a the root of any targeted marketing campaign. Words allow you to focus on that targeted emotion.

Use of the ‘Free’ word in any headline of a message simply does wonders. The reader easily absorbs the message, unless and until something free is given to the customer in reality. By any change, if the company tricks the customer into paying money for something, which was supposed to be free, the trust of the customer is lost instantly. Usually the word FREE is spelled as FR~E in emails as ISP filters block messages having the actual word, considering it to be some kind of spam.

‘You’ is a very important word to be used in an advertisement. It speaks to the customer. It means the message is not about the advertiser. It directly points out the advantages to the customer, if he buys a particular product or service. Step into the shoes of the customer and try to note down the points which will be of benefit to him/her and what points will decrease the interest. The advantages then should be referred to the customer by addressing them with ‘you’. The customer feels that he is being directly talked to.

The word ‘Immediately’ rings in a sense of emergency. It can be interpreted as ‘Don’t wait any longer, get it now!’ This motivates the customer to take some necessary and quick action.
‘Power’ in itself is a powerful word. Give that power to the consumer and see the magic. This gives the consumer a feeling that he can get possession of something that he lacked till now and this could make him achieve the impossible.

The basis of a successful advertisement is the understanding of the consumer’s needs and then the designing of the advertisement accordingly. Just stating the advantages of using the product or service of the company isn’t enough. Every sentence should be so designed as to evoke the customer emotional response to that advantage in the product. For example, when advertising for a digital camera, just stating the built-in memory of the camera is of 1 GB, won’t do the trick. Instead, the sentence should be changed to ‘enough memory to store 350 pictures or 50 videos – ensure your treasured times are not lost’. The solution to the problem of the customer is reflected in this sentence.

Ideas can be taken from advertisements of other similar brands. Pay attention to ‘how’ the sentences are written and placed in an advertisement. After the sentence framing, adding power words to spice up the advertisement will definitely make a winning ad campaign.

Richard Loewenhagen
CEO
www.LivingMyLifestyle.com