When you hear about “power words” that will jumpstart your sales materials and drive response, you should run the other direction as fast as you can.
The shysters pimping out the language in the name of increased sales are pedaling the linguistic equivalent of snake oil. For an example, check out Al Martinovic’s “Power Phrases.” Martinovic claims that they “can be used to grab and hold people’s attention so that they keep reading.” He evens mentions that these phrases could called “hypnotic.” If you need to hypnotize your reader to make a sale, you’ve got bigger issues than selecting words.
- “Listen closely…”
- “As you may already know…”
- “Now, I don’t know about you…”
- “Well, I’ve got news for you…”
- “Let me explain…”
- “And best of all…”
- “In fact…”
- “Here’s the bottom line…”
- “Quite frankly…”
- “Now, I know what you’re thinking…”
- “Take a deep breathe and relax…”
- “The answer is yes…”
Any of those sound familiar? They should if you’ve spent any time reading junk mail, spam, or watching late night or daytime television. Yes, you can use these phrases, but the only thing they’ll do for you is send the message loud and clear that you’re selling, but not tell your audience anything about what you’re selling and why they should be. They won’t fall for it and you shouldn’t either.