It was more than a decade ago when Yale University identified the most powerful words in advertising. We’ve taken a look back at the list, did some additional research and have some updates. One particular word was once considered the most powerful in marketing. It used to make everyone’s list but has slowly fallen out of favor. It’s the word FREE and it’s been so overused and abused, so often connected to an asterisk, it’s just not as effective as it used to be. It can still work within a certain context, but it carries excess baggage. Surveys have shown that to consumers, the word “free” comes with a catch. That’s why free often comes with additional adverbs; actually free, really free, absolutely free! Free shipping works. Free bottle of wine, ends in an asterisk that says, “when you buy three at the regular price.” You are now absolutely free to read on and discover the words that generate results!
New
Nothing new about that word being on the list. There’s a contradiction at work. We are often afraid of change, but we love something new. Go figure. We covet the new iPhone, the new restaurant, the new fashion, even the new laundry detergent.
Easy
There’s a funny line. I’d like to see a product that was available for three easy payments and one complicated payment! It’s true, we want things to be easy. We don’t like things to be difficult to do, or to understand. Use the word easy in your copy, and make sure you make your copy easy to read.
Now
Many of today’s consumers demand instant gratification but the word has an ulterior motive in copy. We use it as a call to action, and to take advantage of the consumer’s psychological need for speed. “Available NOW!” “Act NOW!” “Call NOW!” We’ve started many paragraphs of copy with, “Now is the best time to…”
Guarantee
This can be used two ways, as a stand alone promise or as a promise with payoff. For example, “We guarantee you’ll have great time!” It sounds a bit official even though it’s not. “We guarantee 2-day delivery, or we pay for shipping!” Now it’s a breakable promise with a remedy. The guarantee can’t be absolute — especially these days — but the free shipping will offset that. Actual guarantees are compelling because they add credibility to the sell.
YOU
You is considered the most powerful word in advertising. It works because it instantly personalizes the copy. Contrast these two headlines –
The formula that makes people rich.
The formula that will make you rich.
Obviously, the second headline hits home. Making things all about YOU is a technique that compels consumers. Variations can work too, such as you’re. You’re in good hands with Allstate. You deserve a break today. Be all that you can be. Red Bull gives you wings. Can you hear me now? Obviously, the word “you” doesn’t make its way into every headline, tagline or ad copy. Neither do any of the other words we’ve mentioned. Nevertheless, these words are particularly effective, and you should consider using them!