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The better a job you do at making them feel, the more influential you are, and the better your chances of getting what you want. Looking for a quick way to give your writing more punch?Maybe add a little personality or pizzazz — that extra little “oomph” that makes your reader pay attention?
Specifically: Power words are persuasive, emotional words that trigger a positive or negative response. Each underlined word makes the audience feel something.
They can make us feel scared, encouraged, aroused, angry, greedy, safe, or curious. Under attack from Germany, Britain was fighting for its survival, and somehow, someway, Churchill had to find a way to inspire his countrymen to greatness. In this case, Churchill intermixes words that cause fear, such as “struggle,” “tyranny,” and “terror,” with words that cause hope, such as “strength,” “God,” and “victory.” The last, in particular, is repeated over and over, practically drilling the emotion into the minds of the audience. Smart speakers, as well as their speechwriters, sprinkle their speeches with carefully-chosen power words drenched in sensory details, drawing the audience from one emotion to another as skillfully as any novelist or screenwriter. Emails, resumes, blog posts, sales copy, and proposals are all designed to influence the reader in some way.
Its explicit “Money” is hard to miss — it’s probably the ultimate greed word and it’s sitting there in capital letters.
But a title like “Total Money Makeover” also implies another greed word (even though it doesn’t directly state it): money-saving. Of course, building that kind of trust starts with having a quality brand and reputation, but the words you use to describe yourself and your product or service also matter.
Want to bring your ideas to life, to make them take up residence in the mind of the reader, lurking in the background, tugging, pulling, and cajoling their emotions until they think and feel exactly as you want?
Then you need to infuse your content with power words. Just for a moment, stop reading this post, turn on the television, and go to a major news channel.Authors, copywriters, and content marketers use “power words” to spice up their content and compel audiences to take action. You want to pass along information, yes, but you also want the reader to feel a certain way about that information.Maybe you want to impress them, get them excited, make them cautious, get them angry, encourage them to keep going, or any number of emotions.(It also gets bonus points for using the safety power word “proven”, which we’ll discuss in a moment.) If you want to stomp on your readers’ greed glands, use these power words: Greed isn’t the only emotion you want buyers to feel. They need to trust both you and your product or service. On the landing page for one of our Smart Blogger courses, we use power words to make sure our customers feel safe: In addition to “legitimate” and “guaranteed” in the screenshot above, our landing page is sprinkled with numerous safety words: Remember when you were a kid, and someone told you NOT to do something?From that point on, you could think about little else, right? This Ahrefs article tempts you with its headline: Any blogger who’s been in the game for a while knows the headline is the most important part of writing your blog post.Watch it for five minutes, listening for the words below. Here’s why: Fear is without a doubt the most powerful emotion for grabbing and keeping an audience’s attention.To make sure you don’t change the channel, news networks load up with fear words, making you worry you might miss something important. One moment, I was on a webinar talking to a few hundred people about traffic, walking them through exactly how to start a blog and make it popular. When they’re reading, most people aren’t exactly bouncing off the walls with energy and enthusiasm.And this headline, undoubtedly, had such people frothing at the mouth.If you want to connect with people’s anger and slowly but surely work them into a frenzy, use the power words below. Lawyers can eat you alive if you pick on the wrong person.The truth is, we’re all fascinated by the mysterious and forbidden. Its purpose, after all, is to entice the reader to read the rest of your content.If your headline fails to get attention, potential readers will ignore it when it shows up in their social media feed.