Words are part of us - words have the power to heal or to hurt. Words can build us up or destroy us, they can entertain and inform. Mostly we take words for granted. It’s only after if we get into a situation where we are “at a loss of words” that we notice how much we need them.

My friend Larry calls himself a “Wordsmith” and I always imagine him shaping words into tools on his imaginary anvil.

Hmmm, how do I get from the philosophical to the use of words in communication and content marketing now?

Some words have more power than others.

They can inspire, incite action, arouse curiosity and of course persuade or motivate a purchase. Knowing these words and phrases and understanding how to use them can make a significant difference in the power of your copy and content.

You might wonder why it’s important to persuade in your content. It’s because content is what the majority of your audience will read or watch. And if you can persuade in your content, then your click-through and conversion rate will be much more successful.

Let’s take a look at a few powerful and persuasive words and phrases which you can start including in your content.

Common Power Words

You – “You” is one of the most important words you can use in your content. It immediately bonds the reader to you. It creates a connection. Consider the following example:

Business owners benefit when they use persuasive words in their content
You benefit when you use persuasive words in your content

The first sentence is clear but it separates the reader from the page. It talks about “business owners” as a group rather than talking to the individual.

Because – Whenever you ask someone for a favour, do you simply ask or do you give a reason? If you give a reason for asking the favour, you’re more likely to receive a positive response. Consider using “because” occasionally when you’re pointing out features and benefits of a product or service.

New – “New” is a word people like because many people want to stay on the cutting edge. They’re seeking “new” online and when it’s used in your headline and in the body of your content, it helps grab attention and persuade action. For example, “new” information, “new” changes, “new” benefits, a “new” price, product or service.

Emotional Words and Phrases Persuade

When words incite emotion, they can be extremely persuasive. This is particularly true when they’re used in the opening paragraph and later in an explanation or list of benefits. Here are a few powerful emotional words to consider when writing your content. Keep in mind that they should match the tone and purpose of your content.

And of course let’s not forget the words, “Free,” “Guaranteed,” and “Convenient.” When you’re using persuasive words, use them sparingly and strategically. Too many and your content will sound like a forced sales page. Just the right amount of persuasive words in tactical locations and you can see your content’s click-through rate improve.

What word holds a special power for you?

Let us know in the comments!