Power Words

You have to opt-in to get it - copywriter Mike Morgan put out
a document a while back he calls his "emotional thesaurus"
which may help you get some new words or find new ways
to use ones you've already got:

Magic Marketing Words - Put the power of Emotion into your communications

When someone mentions "power words" I cringe.

As if dripping, sprinkling, ladling these "tried and true" "words that sell" words are one of the keys to success.

THEY ARE NOT.

You should be relieved. But many I submit, will defy.

Try this idea on for a moment:

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If you're telling a compelling story, do you use those words? Are those the "power words?"

No, they are not. You use words that give the story integrity and authenticity.

Those are THE power words.

For instance, last night I was listening to an interview of Robert Young Pelton who wrote "Licensed to Kill." It's about the government using privatized, mercenarial citizens to fight wars.

Companies like Blackwater and Triple Canopy.

The words he used, his language--oh my goodness--he was the real deal. I may not know anything about war, but when I listened to him, he proved beyond question he walked the talk. I wanted to buy his book--just for the stories.

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Then there are words that resonate with your market.

These are the most important "power words." These are my favorite.

For instance, I'm working with a gentleman who's developing an organic foods book. These organic food folks have a language all their own.

Like most niches, they speak "in code." I am not talking jargon or acronyms. Just normal words which they, as a community, have assigned a slightly, but still powerfully different meaning.

For instance, the word "aware." Use that word in the health-conscious, organic community and you will get a strong positive reaction.

Why?

You are speaking their language.

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The idea of power words should not be underestimated, but you must know which, when and where to use them. Research is required. They will make your copy sing.

I believe the "words that sell" power words should be used sparingly. Like you were a surgeon with a scalpel. Like a gourmet chef with a spice that makes all the difference to the dish.

- Rick Duris