I look at and study a lot of copywriting and get asked frequently to review and critique other people’s sales copy.

Time and time again I find the same things missing and one of the most important missing elements are “Power Words”.

Power Words are a great way to improve your conversions and to grab the prospects emotions and should be used, judiciously, in all your sales copy.

They are so important that I have a list of the most powerful ones pasted to my wall just next to the computer screen I am writing this on.

The best words make the reader “feel” and “imagine” an object, scene or situation; note imagine can be a great power word!

How they work is they tap into some of the more “primal” emotions and desires and trigger off more intense reactions than other words. Of course, not all words will trigger absolutely everyone but true power words will draw out stronger emotions is almost everyone.

The most common example, and the one some people call “the most powerful word in the English language”, is the word free.

The reason is people love to get something for nothing. This probably goes back to “cave man” days when it could be the difference between surviving and not surviving.

Another, non-marketing example that has power is the proverbial screaming “fire”, it usually trigger a strong emotional (and physical!) response.

With Power Words so critical in a sales letter and so many people are neglecting them I’m going to look at how to use them to really improve your conversions and your profits.

Psychology professors at Yale did a study of the English language and found that some words have significantly more “power”, that is, trigger stronger emotions, than other words. Their top 10 list of the “most powerful words”, and how to use them, is:

Click here to read more on Some Words Are Mightier Than the Sword: Powerful Words to Trigger Emotions

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