Advertising Tropes

 

Power words in Advertising

GO FOR EMOTIONAL RESPONSES FROM YOUR AUDIENCE

 

Now – A word that has been used so often that it’s slowly beginning to lose its power. Its power lies in the fact that it creates the feeling in a consumer that they must act urgently in order to take advantage of an offer. This is associated with the primordial fear of man not to lose something that could ensure survival. This principle is also called the scarcity principle, and is increasingly used in modern advertising, through messages like “Only two vacancies remain” or “Offer is valid only today”.

Easy – Believe it or not, it is embedded in the human consciousness not to do any work the hard way, if there is an easier way to do it. Thousands of years ago, a man would pick an apple from a tree from the lower branches, just because it’s easier that way. Today, this concept of ease and speed is even more important if one considers the lack of free time which modern man faces, which is why they tend to go with simple, easy solutions that will not require any additional effort.

Free – Consumers are not willing to take risks, because excessive consumption of money creates financial uncertainty. Therefore, the human brain leans towards a positive reaction when something is offered for free, because any dissatisfaction with the purchased product will not lead to financial imbalance, and the concept of free offers brings benefit to the brand as well because it creates a viral effect, positive reactions and the word-of-mouth.

New – Everyone wants to have something new, because the new is better than the old – it’s improved and nicer. New products are not always more favorable or more useful, but when making the purchase decisions, users don’t think rationally. Neurologists found that the pursuit of novelty is rooted deep in our consciousness. New things activate the center for rewards in the human brain, which may be related to several millennia of development of human civilization and the constant striving for progress and improving existing technology.

Saving – Saving money is another principle deeply embedded in our consciousness, because it is associated with the need for financial security. Of course, the willingness to spend money on our product depends on user’s financial situation, but the experience of sellers say that even the wealthiest consumers are not immune to discounts and good deals.

Safe(secure) – Whether it comes to financial security, the safety of toys for a child, or airbag in the new car, it represents another basic human need (just behind the physiological needs).

Proven – The use of this word is associated with the elimination of the fear of risk and fear of the unknown. When you have a brand new product that you want to put on the market, you are facing a situation in which consumers are exposed to something that is unknown to them. In human consciousness, new types of products, or products from unknown manufacturers, create a feeling of fear and suspicion. Therefore, a good solution to offer a product to consumers is to immediately offer some proof that this new product gives good results (for example – “Proven – eight out of ten women claimed that this shampoo improved the quality of their hair within a week.”). That’s why today you can often see brands communicating a product through product reviews or testimonials in which a person says that the product is incredible. Even UX designers recommend that the sales page of your site includes several “user” statements about the positive effects of your product in order to encourage visitors to click on the Buy button.

Love – From advertisements for diapers that “protect the ones you love most,” to the message “You’ll love the floral notes of your new perfume”, associations with love give the product a strong emotional basis on which the later (ir)rational purchase decision is based.

Discovery (Discover) – When copywriters use this word, their goal is to encourage the feeling that consumer will get something new to learn, and that the product is worth one’s attention and time. Like opening a gift, discovering something unknown causes excitement in users and the desire for adventure. This is further connected with the fact that the insistence on discovery brings users back to childhood, the period of security and new knowledge.

Guarantee – In advertising, a guarantee is a promise that the company gives to the consumer, and that gives credibility to your offer. This sort of thing is especially effective when it comes to financial guarantees that promise a refund if the product does not meet the expectation, as it further reduces consumer’s fear of risk and fear of adverse outcomes.

Health(y) – This not only refers to physical health, but in general the wellbeing in the sense of physical and mental, financial, emotional … The concept of health is linked to the issues of life, because the instinct for survival is the essence of the most basic physiological needs.

Results – This is a word whose power lies in the fact that the consumer has the feeling that this purchase is rational – “I’ll buy it because it gives results, then it makes sense to invest in such a product.” A result is a confirmation that the product has a clear function and brings a change in one’s life, because it’s not about mere meeting of some desire, but there is a clear intention and positive consequences. This word tells the consumer what they will gain from this purchase, what will happen after use of the product and why it is important that they buy the product and achieve the results.

You – In its rightful first place! When the message contains the word “You”, it is personal, because it speaks directly to the consumer. This word addresses the person’s personal desire, need, passion, one’s personal problems, offers solutions for personal dilemma… And every man wants a product that is designed exactly for them, for their tastes and habits. The follow-up of this personal address is the creation of many portals, microsites and blogs whose names begin with “my”, which further encourages the feeling that the product or service is something owned.

Bonus: more words and phrases that trigger positive responses in readers

 

Value: Highlight the value that customers receive for their money. “Cost” or “price” imply losing something – in this case, money.

 

Guaranteed: Make readers feel they have everything to gain and nothing to lose.

 

Amazing/incredible: Customers respond to something out of the ordinary. But be careful not to overuse these terms, or they lose their power.

 

Easy: Let subscribers know how much easier life will be with your product or service, and then make it simple for them to take the next step in the purchasing process.

 

Discover: Imply there is something new and unknown to the customer, something that offers distinct benefits and gives them an edge.

 

Act now: Motivate an immediate response with a limited-time offer.

 

Everything included/everything you need: Establish that your product or service is all your customers will have to buy in order to achieve their goal.

 

Never: Use this to point out a “negative benefit,” such as “never worry again,” or “never overpay again.”

 

Save: The best, clearest word to showcase monetary or time savings.

 

Proven: Remind customers that your product, service or business is tried and true.

 

Safe and effective: Minimize risk perception for health and monetary loss.

 

Powerful: Let customers know that your business, product or service is robust.

 

Real results: Everyone wants results.

 

Secret: Is your product or service the secret to success? Let customers know you can reveal that secret.

 

The: This implies your solution is the be-all and end-all. Consider the difference: “3 Solutions for Marketing Success” vs. “The 3 Solutions for Marketing Success.”

 

Instant: Instant access or downloads are more appealing than waiting.

 

How to…: Help your readers accomplish a challenging task or goal.

 

Elite: Invite newbies to join the highly desirable club you’re hosting.

 

Premium: Premium helps denote high quality.

 

More: Do you offer more than your competitors? Show it.

 

Bargain: Customers want a great deal.

 

No obligation: Create a win-win situation for your customers.

 

100% money-back guarantee: Again, no risk.

 

Huge: A large discount or outstanding offer is difficult to resist.

 

Wealth: If you’re selling products and services related to money, wealth is a desirable word for customers.

 

Complimentary: This works almost as well as “free.”

 

Last chance: Inspire urgency.

 

Now: No one likes to wait.

 

Flash sale: Flash sales create urgency and a sense of being in the know on a great deal.

 

Convenient: How will you make readers’ lives easier?

 

Breakthrough: Stay on the cutting edge with new solutions customers haven’t seen before.

 

Buy one, get one: It’s easy for customers to understand the value you’re offering.

 

Thank you: Readers like to feel appreciated.

 

Introducing: Let readers know they’re the first to hear about something.

 

Join: Encourage readers to join a select community.

 

5 words to avoid

 

Miracle: This oversells. Is what you’re offering truly a miracle?

 

Revolutionary: This is another oversell. Unless the product or service truly upends its industry, it’s not revolutionary.

 

Unique: Everyone uses unique now, so nothing is unique.

 

Great: Don’t be generic by using “great.”

 

Exciting: This is nearly as generic as “great.”

 

 

http://www.media-marketing.com/en/opinion/the-thirteen-most-powerful-words-in-advertising/

 

https://www.verticalresponse.com/blog/the-30-magic-marketing-words/