By Laia Cardona, on 14 April 2020
In the marketing world, selling and converting are two of the most popular goals for many brands. But that leads us to the age old question...how?
Sometimes, the magic lies in copywriting. Good copywriting means finding the right words that will trigger the action that you want the buyer or user to take.
Over many years of trials and testing, marketers have been able to find a series of "magic words" that help to attract customers, overcome their hurdles, and turn them into leads and sales. Let’s take a look at these marketing words that sell!
- You (or the name of the person we're addressing): Personalized marketing is trending and, thanks to big data, everyday technology is getting better at it. Therefore, when writing copy, it's important to make it clear to the user that you are thinking about them and only them.
- Free: This is one of the most widely used words, but it has not lost its effectiveness. The power of “free” has been tested in tons of studies over the years, so don't be afraid of incorporating it in your campaigns. But, make sure that whatever you are offering is legitimate and not a trick.
- Saving: Saving money will always play a very important role in marketing communications. Clearly telling the user how much money you will save them, as opposed to other brands or options, can be the key to convincing them.
- Limited: This word established a sense of urgency: if a consumer knows that something can be over soon or taken quickly, they will often hurry to seize the opportunity.
- Easy: Stress and oversaturation are problems that many consumers want to solve. That's why when a product promises to make our lives easier, it's much more attractive to us. In online marketing, this word is especially important in regards to establishing confidence in a registration process, form, and other procedures. The easier it is to become a customer, the more likely they are to convert.
- Opportunity: Opportunities are quick and ready for the taking. Either we catch them, or they're gone forever. Once again, this word creates a sense of urgency to generate a reaction.
- Exclusive: We all like to feel special and unique. That's why offers that promise a product or content that not everyone can access create a sense of importance for the user.
- Guaranteed: This magic word eases the fear of risk. The customer needs to be sure that everything will work out, and words like "guarantee" or "guaranteed" contribute to that security. If you can, it's a good idea to strengthen it by explaining what your warranty is and what exactly you are guaranteeing.
- New: "New" is one of the most common marketing claims, whether it's a product launch or an improved feature. Don’t hesitate to use it!
- Fast: Thanks to the online shopping revolution, users have become accustomed to not waiting too long. They want to get the results or products as quickly as possible. This magic word lets the consumer know that they won't have to wait, thus reinforcing their buying momentum. The term "immediately" also works well.
- % Off: Okay, so this isn't exactly a word. But, if you are offering a sale or discount, you should always talk about the specific amount or percentages you are discounting, for example a "20% discount". Providing accurate figures gives a sense of confidence, as the customer knows exactly what they will get.
- Better or More: Deep down, we all seek to continually improve in different aspects of our lives. Therefore, this word gets to the bottom of many of our needs. Another very interesting option is "more", which has a similar effect.
- No commitment: Unfortunately, we are used to brands "cheating" and trying to trap us with permanent contracts and other unwanted commitments. To counter this, it is a good idea to clearly explain to the user that he or she can unsubscribe at any time and that they are not obliged to anything... as long as it's true, of course. Do not lie, as this will only cheapen your brand.
- Now: Another magic marketing word that evokes a sense of urgency and immediacy. The user may not remember us tomorrow, so it's important to motivate them to take action in the shortest possible amount of time. Ready, set, go!
- Gift: Who doesn't like to be given something? This is a variant of the word "free", but its effect is slightly different. If we talk about a gift, the user will feel especially valued, because gifts usually come from our loved ones and are made on special occasions.
- Solution: Although valid for different contexts, this word is especially useful in B2B marketing. Business leaders are generally looking for ways to solve the problems and challenges they face. An attractive campaign clearly identifies one of a need and offers a compelling solution.
- Results: Another very useful term for B2B, since ultimately what our customers are looking for is to improve their results. As we have mentioned before, consumers value specific figures or even, if possible, success stories.
- See: Choosing verbs in your calls to action is also a topic to consider. For example, "discover" suggests that there is something hidden and interesting waiting to be explored. Innate curiosity will make it hard for consumers to resist clicking.
- Secret. Like the above, this word uses consumer curiosity and beckons someone to learn more.
- Enjoy. Enjoying is going one step beyond simply solving a need. This magic word appeals to our most hedonistic sense and tells us that what awaits us is really worth it. It is easily usable in leisure or tourism campaigns, but you can surely find many more contexts where it is effective.
I hope that this content has inspired you and your copywriting words. When generating your copy or creative messages, take these marketing words into account to ultimately encourage your consumers to make the final transaction, be it a sale or also another conversion goal.