When talking about the power or words in marketing, there can be a misconception when thinking about that concept. When one thinks of 'power' words, the mind immediately thinks of things like dynamic, forceful and other similar words. But as far as advertising goes, power has more to do with words that get the person to take an action than anything else.
A good example was a recent article I came across that talks about this very thing. When looking at words that say the same thing in 3 different ways, we see how this works. Here are the three examples:
Example 1
Save 50%!
Example 3
Buy one. Get one free!
By far the best example of powerful words is number 3. The reason why? To the general population, numbers one and two don't convey the same thing. It puts barriers in the way that make it more difficult to embrace. Everybody understands what it means to buy one and get the other thing free. There's no math involved and nothing to figure out.
Two things that we all need to keep in mind as a result of this is that in reference to our competition, we want to deal with things that make it extremely difficult to compete with us. But in reference to our customers, we want to make it so easy to deal with us that they consider it a pleasure.
The words we write, as you can see, is a part of that process. Always put yourself in the shoes of those listening to the words you speak and write. Then ask yourself the question if what you are writing makes the reader take more than one thought or process to understand. The one who makes it easiest for the customer will be the one that wins their business.
What's the secret to power with words? It's not impressing people, but rather, it's persuading people. Understanding in simplicity what you're saying is a huge factor in winning the persuasion war.
Words of power are words that persuade someone to take action, not how they sound.
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