30 Most Motivating Words and Phrases in Marketing

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Great marketers, copywriters, and even designers have a firm grasp on how language influences emotions and persuades action. Certain words and phrases are time-tested to boost response and conversion rates almost across the board. Granted, different motivating words and phrases work better in different situations; it’s up to you to figure out which work best for your business. It isn’t all that difficult to figure out, either: if your intuition doesn’t tell you, your customers will. Test the following 30 “magic marketing words” on your next direct-mail postcard, email campaign or website to see which yields the best response.

  1. You – write as though you’re speaking to the customer and about the customer, not about yourself
  2. Because – give customers a reason why to take action
  3. Free – “because” we all like free things
  4. Value – implies customers are getting something versus losing something (i.e. money when you say “cost” or “price”)
  5. Guaranteed – give customers a guarantee to minimize risk perception
  6. Amazing – customers will respond to something that is incredible
  7. Easy – make it easy for customers to take the next step in the purchasing process, and let them know how much easier life will be with your product or service
  8. Discover – implies there is something new and unknown to the customer, something that has supreme benefits and gives them an edge
  9. Act now – motivate immediate response with a time-limited offer
  10. Everything included/everything you need – demonstrates that your product or service is all your customers will have to buy in order to achieve their goal
  11. Never – showcase a “negative benefit,” such as “never worry again” or “never again overpay”
  12. New – this is the cutting edge in your industry
  13. Save – a powerful word to showcase monetary savings, or even time savings
  14. Proven – remind customers that your solution is tried-and-true
  15. Safe and effective – minimize risk perception for health and monetary loss
  16. Powerful – tells customers your solution is robust
  17. Real results/guaranteed results – customers want results, after all
  18. Secret – customers know not everyone succeeds, and that there are secrets to success. Let them know you can reveal those secrets
  19. The – implies your solution is the “end-all-be-all.” Consider the difference: “3 Solutions for Marketing Success”/”The 3 Solutions for Marketing Success”
  20. Instant – because instant downloads or access are more appealing than waiting for the reward
  21. How to – lead in with a solution so customers read the rest of your copy
  22. Elite – implies your customers are among the best in the world, and invites newbies to join a highly desirable club
  23. Premium – when quality is paramount, the word premium helps denote high quality
  24. Caused by – if your marketing literature builds a case for your product, transitional phrases such as “caused by,” “therefore,” and “thus” can help reinforce the logic of a purchase
  25. More – if you offer more than your competitors, make sure customers are aware: they want the best deal, after all
  26. Bargain – because customers want a great deal
  27. No obligation – minimizes risk perception
  28. 100% money-back guarantee – again, increases risk perception
  29. Huge – implies a large discount or outstanding offer
  30. Wealth – if you’re selling products and services related to money, wealth is a desirable word for customers

They key to success is to combine these words into phrases that trigger buying behavior. For example: “Get real results instantly – 100% money-back guarantee – act now!” Keep your copy short and sweet, play on emotional triggers with these words and phrases, and you’ll increase your conversion and response rates.

Sources: Forbes, 60 Second Marketer, Vocus

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