Words are like a painting.
Your choice of words and the manner by which you use them elicit a unique reaction among your audiences, as a color palette and painting style would.
What I’m trying to say is that your landing page copy matters. Examine a piece of successful marketing copy, and you will realize that one word or two makes all the difference.
Words that transform a copy from “blah” to “brilliant” are called marketing power words.
For any person who seeks to drive an audience further down his sales funnel, business power words on a landing page offer these benefits:
- Build trust and credibility. Words like proven, research, and results give people a reason to believe your offer.
- Inspire action. You probably know that Tony Robbins is the most in-demand life coach. People act on his advice. He uses words like change, opportunity, and responsibility.
- Make them feel important. It can take a simple word such as surprise, secret, or special, to make your audience feel valued.
Where to Include Marketing Power Words and Phrases
If you’re having trouble figuring out where to add those powerful words that sell, check the key components of your landing page (below). Incorporate your marketing power words in these page elements.
Main headline
In a few seconds, a visitor is going to have a first impression about your landing page based on your headline. You can experiment with various headline formulas or use headline generator tools, but don’t forget to include words that sell.
Supporting headline
The supporting headline or subheadline comes after the headline. Its role is to explain the main headline to convince visitors to read further or take action.
Video
An explainer video should include marketing words. Either you add the power words in the script or the subtitle (visitors can read even when the video is on silent).
Clear explanation in the body
Throughout the landing page, you write detailed descriptions about your offer. Your message should focus on clarity and delivering value. Anticipate your visitors’ questions.
Trust signals
Testimonials or numbers about your user base, followers, or subscribers help you build trust. Use testimonials and stats containing phrases with marketing power words and see your conversions soar.
Short copy above the sign-up form
Right above your form, write a sentence or two that would remind visitors of the reason they should sign-up.
Call-to-action button
Optimizing your CTA button copy has never been easier with attention-grabbing words. Here’s a useful tip: write in the active voice as this convinces the visitor to sign-up and act on your offer.
101 Power Words for Marketing [Ultimate List]
Marketing Power Words That Trigger Emotions
- Delightful
- Anger
- Blissful
- Agony
- Helpless
- Unscrupulous
- Uncomfortable
- Dreadful
- Ecstatic
- Serene
- Euphoric
- Outrage
- Fury
- Peaceful
- Radiant
- Hurt
- Ambitious
- Laughing
- Terrifying
- Mesmerizing
- Heavenly
People buy something because of the way it makes them feel. Words can be used to tap into your prospects’ emotions to build a personal connection. AWeber’s landing page subheadline adds the word “ambitious” to spark motivation and hunger for success:
Marketing Power Words for Contests/Giveaways
- Bonus
- Earn
- Prize
- Reward
- Submit
- Join
- Win
- Winner
- Free
- Freebie
- Gift
- Giveaway
- Earn extra points
- Enter here
If you want to go viral and collect thousands of email subscribers in a few days, run a contest/giveaway. You need a landing page to display your prize, and that landing page has to spark excitement.
Dropbox rewards their current users with bonus space by referring friends to join Dropbox. Note their use of marketing power words “free” and “bonus.”
Marketing Power Words That Imply Exclusivity
- Secret
- Elite
- Exclusive
- Exclusive access
- Limited
- Limited edition
- Only
- Membership
- Insider
- Sneak peek
- First to try
- Reveal
- Invitation
- Absolute
- Premium
- Rare
- Special
- Premiere
- Select
- Undivided
- Chosen
- Classy
- Prestige
- VIP
When something is exclusive, only a selected few can access it. And it’s human to want what he doesn’t yet have. Use the principle of exclusivity to get your visitors to join your club or buy your offer.
Amazon Prime uses the words “exclusively, “exclusive,” and “exclusive access” on their landing page:
Marketing Power Words That Create Buyer Urgency
- Today
- Limited time
- Clearance
- Deadline
- Final
- Running out
- Now
- Offer expires
- Don’t miss out
- Hurry
- Now or never
- Act now
- Last chance
- Don’t delay
- Countdown
- Once in a lifetime
- Last minute
- Straightaway
Adding a sense of urgency with the use of words like “last minute” (like the example below) tells your audience that your offer is about to end. In effect, they’re motivated to act right away. The reason why an urgency strategy works is that it reduces the time people get to make a buying decision.
Tried and True Marketing Power Words in the English Language
- You
- Free
- Because
- Instantly
- New
In the sample landing page below from Active Adventures, note the use of the persuasive words “you” and “free.” “You” helps you speak directly to your reader. Everybody loves the word “free” because they know they’re in for some surprise.
Marketing Power Words That Make Prospects Feel Safe
- Proven
- Certified
- Backed
- Protected
- Guaranteed
- Quality
- Privacy
- No risk
- Safe
- Risk-free
- Tested
- Safeguard/s
- Evidence-based
- Results
- Results-driven
- Anonymous
- Authentic
- Security
Freshbooks, an accounting software, builds trust on their landing page by using words like “secure” and “safeguards.” Building trust is crucial if you are to collect your prospect’s personal information and make them buy your product.
Marketing Power Words That Encourage Community/Belongingness
- Join
- Support
- Become part of
- Group
- Together
- Connect
- Team
- Circle
Sam Ovens of Consulting.com makes his prospects feel that they have an exclusive place to interact with like-minded individuals. Belongingness is a basic human need for being in a group allows us to express ourselves and gain acceptance.
Final Thoughts
Using power words for marketing your landing pages will help drive visitor action - whether that’s a purchase, joining your group, downloading your offer, and so much more.
Words are just one of the ingredients to a landing page that works. If you want a better way to boost landing page conversions (especially in a short amount of time), start a viral marketing campaign.
UpViral is a system that sets up a viral marketing campaign successfully from start to finish.
With it, you can do various things - create a landing page, add rewards that visitors can unlock after performing an action, follow up leads with emails, track campaign results, and more. Learn more about UpViral today.
