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When it comes to assembling persuasive words for copywriting, like any other construction job, you need to rely on your skills, experience, and toolbox.
The toolbox of the writer is filled with words.
In defining what I believe is a critical element of effective copywriting, I’ll make my case by amending the famous quote from Animal Farm:
“All words are equal, but some words are more equal than others.”
And there are certain power words that hold more sway over our decision-making process than others. You might be surprised to find that these “power words” don’t seem … well, all that powerful.
This speaks to just how damned efficient they are. Simple language is crystal-clear, as we’ve learned from Brian’s article How to Write like Hemingway. And these compelling words make just what you want your reader to do clear.
Warning: I can’t stress enough, though — just as in the application of writing headlines that work — you must understand why these words are persuasive. You can’t forget to use them in the contexts that make sense for your audience and your business. If you just start slapping them on every piece of content you create for no apparent reason, you’ll quickly see just how unpersuasive they can be.
There, you’ve been warned. Now, let’s get on with the show …
How do you make a sentence more persuasive?
Before you can make a sentence more persuasive, you have to intimately know who you’re talking to in your content and copy. That’s why these words don’t work if you just blindly start using them. You’ll actually combine them with your research about your prospects.
Making a sentence more compelling is all about adding persuasive language to otherwise vague sentences. The more specific you can be, the more the reader will feel like you’ve written your content specifically for them. Then you sprinkle in known persuasive words to keep your reader hooked.
Ready to check out top persuasive words and sentences?
The 5 most persuasive words in the English language for copywriting
You might be surprised to learn that the most persuasive words in the English language are actually quite simple. Simple, but highly effective.
The persuading words list below (along with studies related to their power) will show you how to speak more persuasively to your audience.
1. You
There’s an often-cited study in the copywriting world. It’s about a piece of Yale research that reveals “You” to be the #1 power word out of a supposed 12.
Despite the fact that the study likely never happened, I have some actual research that reveals the power of invoking the self.
As it turns out, while people might like the word “you,” it is guaranteed that that they love reading their own name much more.
According to research examining brain activation, few things light us up quite like seeing our own names in print or on the screen. Our names are intrinsically tied to our self-perception and make up a massive part of our identity. No surprise then, that we become more engaged and even more trusting of a message in which our name appears.
Research has shown that we will gladly pay more for personalization. So, isn’t it about time you start getting personal with your customers?
However, there is one small problem with this finding …
Writing general web copy with name utilization in mind isn’t usually possible. But by capitalizing on the power of permission marketing, you can adapt this strategy easily. Emails are greatly enhanced when they start off messages with a customer’s name.
If you maintain a variety of separate lists for your products (and you should), make sure you’re grabbing a first name. This way, your broadcasts can trigger that personal aspect with customers.
2. Free
Everybody loves free.
People love free stuff so much they’ll actually make different choices, even when the respective value of the item or service remains the same.
Dan Ariely revealed this startling fact in his book Predictably Irrational. He examined a very unusual “battle” between Lindt chocolate truffles and Hershey’s Kisses.
To test the power of the word “free” in relation to concrete value, the study first asked people to choose between a 1-cent Hershey Kiss or a 15-cent Lindt truffle. (That’s about half of the truffle’s actual value, and Lindt is generally considered a richer, superior chocolate).
Here were the results:
In other words, tastes were found to be very much in favor for the truffle. I mean, who’s going to pass up a deal, right?
Later though, another random group of subjects seemingly flipped on their opinion of these two treats. Ariely revealed that when the price was reduced by one cent for both brands (meaning the Kiss was now free), people altered their choices drastically.
With the new prices, here were the results:
Although in the first test it appears we simply can’t pass up a deal, as it turns out, we really can’t pass up a steal. Although the relation in prices remained the same (a 14 cent difference between the two), people chose the Kiss far more often when it was free.
Ariely points to loss aversion (our disdain for losing out on things) and our natural instinct to go after “low hanging fruit” as the reasons why we are so susceptible to snatching up free stuff.
Use free only when it makes sense, and only in the right context
There’s a certain inherent danger in trumpeting free things. Having something for free will attract more people. But that will most certainly include a fair share of “bargain hunters” who aren’t likely to turn into the superstar customers who really grow your business.
Emphasizing the “freeness” of your free guides, courses, information, support, etc., can go a long way in attracting attention. On Sparring Mind, I emphasize the fact that my newsletter is “free to join,” because although most marketers understand this, many folks don’t quite understand what it means to subscribe.
Conversely, you should use minimal pricing to keep out those barnacle customers who aren’t ideal long-term buyers, or who aren’t truly suited for your flagship offerings.
3. Because
In a study from the classic book Influence by Robert Cialdini, tests were conducted on requests from a person in a hurry to use an in-office copy machine. The tests examined how different requests might affect people’s willingness to allow this person to “cut” in line.
In the first test, the participant simply stated:
“Excuse me, I have 5 pages. May I use the Xerox machine?”
In this scenario, around 60% of people allowed him to cut in line and use the machine first.
In the next scenario, the request was slightly tweaked. This time the participant said:
“I have 5 pages. May I use the Xerox machine, because I am in a rush?”
Did you see the ever-so-subtle difference between the two?
Let’s break down this experiment with one of the most persuasive words.
Not only was the request only minimally changed, but the “because” (his reason) was barely a reason at all! “Because I’m in a rush” wouldn’t stand up as a good excuse for most of us, right? Isn’t a majority of the working world in a rush?
Despite what we might like to believe, around 94% of people allowed him to cut in line this time! If you think that’s strange, check out the request used in the 3rd and final test:
“Excuse me, I have 5 pages. May I use the Xerox machine because I have to make copies?”
That went from having a barely passable reason to absolutely no reason at all for letting the man cut. In spite of this, 93% of people let him cut on this third trial. That’s only a 1% drop from when he had a weak reason (“I’m in a rush”) and a 33% improvement vs. the first test.
According to Cialdini:
“A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.”
Here’s the bottom line
Many companies are proud of the features that their product (or service) can offer. That’s fine, but you have to remember that when you’re focusing on writing persuasive copy, it all comes down to answering your customer’s #1 question:
What’s in it for me?
Although “because” may appear to have some sort of brainwashing effect on people at Xerox machines, it’s only really a matter of reasoning. Even giving weak reasons have been shown to be more persuasive than giving no reason at all.
Only trumpet features and product traits you’re proud of when they help make your point. Use them to create an incentive for customers to take action. And use “because” when pointing out these compelling reasons, but don’t rely on it as a crutch.
4. Instantly
Delayed gratification is an important subject among neuroscientists. Many famous studies (such as the Stanford marshmallow experiment) showcase how being able to delay rewards to a later date is a skill needed to become successful. (I know very few entrepreneurs who would argue against that.)
This interests us as marketers because it reveals an interesting aspect of human nature …
We want things yesterday!
Several MRI studies have shown just how fired up our mid-brain gets when we envision instant rewards. It’s our frontal cortex that’s activated when it comes to waiting for something (that’s a no-no for sales).
Words like “instant,” “immediately,” or even “fast” are triggers for flipping the switch on that mid-brain activity.
For those in the physical products or services business, using persuasive words and phrases to remind customers that they’ll receive their product quickly (or someone will get in touch with them ASAP) can go a long way. It can be the gentle push they need to buy.
We’ve seen how even “tightwad customers” can be swayed. These subtle changes in language to create persuasion sentences insinuate fast pain removal. It’s a reliable tactic for converting more prospects into customers as long as you follow the one golden rule …
Always deliver on your promises
And, whenever possible, overdeliver.
This is an area where many business get too optimistic. Although it’s smart to emphasis these instant rewards, it’s also always a good idea to under-promise and over-deliver. Be sure you can actually follow through on your promises, or you may end up with a “tribe” that hates your guts.
5. New
This one almost seems paradoxical.
According to neuroimaging research, we actually respond more favorably to recognized brands, and can have a hefty amount of disdain for any drastic changes. (Remember New Coke? Oh, the horror …)
On the other hand, it’s long been known that novelty plays an incredibly important role in activating our brains’ reward centers and in keeping us content with our products.
“Newness” is important to products, especially because research has shown that they age far more quickly than “experiential” purchases. (In other words, you’ll hate your new headphones in two years, but that concert you went to five years ago probably aged in your mind like a fine wine.)
How can you achieve a zen-like balance against these two contradictory sides of the same word?
The important things to consider here are which parts of your business generate trust, and which parts generate utility. It’s your brand that creates trust. And as the saying goes, if it ain’t broke, don’t fix it.
Your products however are what customers get utility out of. Stagnant offerings are your first class ticket to an abysmally bored user base.
Your core brand elements like your unique selling proposition, dazzling customer service, and quality offering in the marketplace should be approached with excessive caution if things are going well.
With your products, it’s far easier to excite customers with new features and polish. Even if things don’t work out perfectly, a majority of customers will appreciate innovation attempts over no progression at all.
New fixes to old problems, new features and improvements, a fresh new design, or even new ways of getting your message out there are all essential. They keep customers “on their toes,” without losing the trust that has cemented you as an awesome brand in their mind.
Powerful, persuasive phrases and sentences
We just covered a lot, so take all the time you need to study those lessons.
When you’re ready to keep going, here are 20 more trigger words and phrases to supercharge your copy at the exact right moment when you need to connect with your reader.
To introduce your topic
Picture this …
Although it’s commonly believed …
When was the last time you …?
I’m sure you’ve heard of [blank], but …
Ready to discover a new way to …?
To make a point
Also …
In other words …
Therefore …
Supporting evidence shows …
I reached this conclusion after finding …
To support your point
For example …
Especially in this case …
In fact …
According to this study …
Independent test results show …
To end your case
In conclusion …
To wrap things up …
As you understand by now …
Try [blank] for yourself, if you want to see similar results.
Got it?
Now it’s your turn to experiment with persuasive copywriting words …
You know your audience better than anyone else. So, what type of persuasive language strikes a chord with your prospects?
Keep digging deeper and experimenting to find out how to connect with more people who are the perfect fit for your products or services.
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Persuasive Words &Amp; Phrases In Writing
For instance
For example
Namely
Such as
Thus
In the instance of
To illustrate
Here’s an example of using persuasive words and phrases to introduce evidence:
Oranges make great juice. For instance, research shows that more Americans drink orange juice with breakfast than any other drink.
Solid persuasive writing gives the reader information that may convince them to agree with you. Offering suggestions is an effective tool in persuasive writing to encourage readers to listen to your argument, such as:
Keeping in mind
Therefore
To this end, look at this example:
Keeping in mind the evidence gathered by ”so-and-so”, it seems smart to add a daily mug of coffee to your routine to keep your blood pressure at optimal levels.
Cohesive persuasive essays seamlessly transition from one paragraph or idea to the next. The best way to do that is through transition phrases that help you build from one logical point to the next. These transition phrases are perfect for any type of persuasive writing:
Furthermore
Besides that
Equally as important
Similarly
Likewise
However
Consider this example:
After the birds migrated from Alabama, it was shown that warmer weather attracted the birds to the lake. Likewise, the lake’s optimal microflora balance provided superior nutrition compared to other lakes in the region.
The key to solid persuasive writing is the ability to take evidence that contradicts your argument to bolster your credibility. Furthermore, a smart persuasive essay will use opposing information to lead into evidence that supports the writer’s argument. Here are words and phrases that help you do that:
In spite of
Instead
Nevertheless
On the other hand
Despite
Here’s an example:
Despite the study that showed coffee elevates blood pressure, study 1 and study 2 demonstrated solid conclusions that coffee does in fact reduce stress levels that may impact blood pressure.
Once you get to the end of your argument, you will want to finish strong. The following phrases will help you write a strong conclusion for your argument:
As a result of
So
Due to
Finally
Because of this
Here’s an example of a solid concluding remark:
Due to the massive amount of research on orange juice and its benefits, orange juice should be consumed every morning.
Sentence Starters: Useful Words And Phrases To Use As Sentence Starters
Sentence Starters! When writing an essay in the English language, it is very important that your writing flows and sounds good. There are a variety of ways in which you can do this, one such way is by using sentence starters. In this article, we are going to be looking at some sentence starters which you can use as a way of creating much more interesting and engaging written work in English.
Sentence Starters
What Is A Sentence Starter?
In the most simple terms, a sentence starter is a phrase that is used at the beginning of a sentence and can introduce information contained within it. There are thousands of different sentence starters that you can choose and one of the most important rules is to avoid using the same words at the beginning of each sentence. This will allow you to create work that sounds much more interesting and not at all repetitive. You can achieve this by using the extensive list of sentence starters whenever you are writing an essay or other sort of work in English.
There are various ways of using sentence starters, so before we begin looking at some examples we are going to take a look at some useful tips for getting the most out of your sentence starters.
As we mentioned, avoid using the same word repeatedly at the start of multiple sentences.
Think about what type of sentence you are writing. Is it an information sentence? Does it ask a question? Does the sentence compare or contrast existing information? Is the sentence putting something in order? Does it conclude something? By working out the type of sentence it is, you will be able to better decide on your sentence starter.
You should also ask yourself how the sentence relates to the previous one. This will allow you to further choose a relevant sentence starter.
Once you have finished writing your essay, or other pieces of writing, it is very important that you go over it and make any necessary edits and adjustments. This will help you to make the most of sentence starters and ensure that there is no repetition and that each sentence starter has been sued correctly. You should initially write without thinking too much about it and then make changes when you edit.
Examples Of Sentence Starters
As we mentioned, there are thousands of sentence starters that you can use when writing in English, we are now going to look at some of the most common and useful ones. We will do this by category to better help you select the right one.
Introduction Sentence Starters
If your sentence is being used to introduce some information, you can use one of the following sentence starters.
The essay discusses…
In this essay/article/document…
The theme of this essay/article…
We will be discussing…
Conclusion Sentence Starters
When writing a concluding sentence, you might consider one of the following options.
In conclusion…
To summarise…
We have seen that…..
It has been demonstrated that…
To sum up…
Comparison and Contrast Sentence Starters
If you are writing a sentence to compare or contrast, then these sentence starters will get you off on the right foot.
Cause And Result Sentence Starters
If you are looking to write a sentence which shows the result or cause then you might consider using one of the following sentence starters.
Sentence Starters To Emphasise
When you are writing a sentence which requires a little emphasis, you could use one of these sentence starters to achieve that.
Above all…
As usual…
Generally speaking…
For the most part…
In this situation…
No doubt…
Obviously…
As a rule…
Especially…
Sentence Starters For Additional Ideas
When you are writing a sentence which will add new information, you might choose one of these sentence starters.
Sentence Starters For Rare Or Common Ideas
When you are adding information which is either very common or extremely rare, you may want to indicate this within your sentence starter. This can be done in one of the following ways.
Inconclusive Sentence Starters
If you are presenting information which is not conclusive, you could use one of these sentence starters.
Perhaps…
There is some evidence to suggest that…
It may be…
It could be…
It is possible that…
Sentence Starters To Show Examples
When you are writing a sentence which will give an example of something, there are many sentence starters you could use. Let’s take a look at some of these now.
For example…
Such as…
For instance…
As an example…
You might consider…
For one thing…
Especially…
As an illustration…
To illustrate this…
Markedly…
In this case…
This can be seen…
Specifically…
Sentence Starters To Show Time And Order
If you need to show order or time within a sentence then you should use one of these sentence starters to do this.
Firstly, secondly, thirdly…
Earlier…
Afterwards…
First of all…
Finally…
In addition…
In the first instance…
After this…
Additionally…
With this in mind…
Finally…
To begin with…
Learn more with the useful list of transition words in English.
Conclusion
Using a well-selected sentence starter when writing an essay in the English language can bring many benefits. It will allow you to create a piece of writing which is coherent, interesting and above all, diverse. It will depend greatly on the type of sentence that you are writing as to which sentence starter you use and using a good variety within your essay will make it much more engaging for the reader. Once you have finished writing, it is a good idea to go back over your work and check that your sentence starters make sense and are being used correctly.
Sentence Starters Infographic
100+ Useful Words And Phrases To Write A Great Essay
How to Write a Great Essay in English! This lesson provides 100+ useful words, transition word s and expressions used in writing an essay. Let’s take a look!
The secret to a successful essay doesn’t just lie in the clever things you talk about and the way you structure your points.
Transition Words and Phrases in English – Video
Useful Words and Phrases to Write a Great Essay
Overview of an Essay
Developing the argument
The first aspect to point out is that…
Let us start by considering the facts.
The novel portrays, deals with, revolves around…
Central to the novel is…
The character of xxx embodies/ epitomizes…
The other side of the argument Conclusion
The arguments we have presented… suggest that…/ prove that…/ would indicate that…
From these arguments one must…/ could…/ might… conclude that…
All of this points to the conclusion that…
To conclude…
Ordering elements
Firstly,…/ Secondly,…/ Finally,… (note the comma after all these introductory words.)
As a final point…
On the one hand, …. on the other hand…
If on the one hand it can be said that… the same is not true for…
The first argument suggests that… whilst the second suggests that…
There are at least xxx points to highlight.
Adding elements
Furthermore, one should not forget that…
In addition to…
Moreover…
It is important to add that…
Accepting other points of view
Nevertheless, one should accept that…
However, we also agree that…
Personal opinion
We/I personally believe that…
Our/My own point of view is that…
It is my contention that…
I am convinced that…
My own opinion is…
Others’ opinions
According to some critics…
believe that
say that
suggest that
are convinced that
point out that
emphasize that
contend that
go as far as to say that
argue for this
Introducing examples Introducing facts
It is… true that…/ clear that…/ noticeable that…
One should note here that…
Saying what you think is true Certainty Doubt
All the same, it is possible that…
It is difficult to believe that…
Accepting other points to a certain degree Emphasizing particular points Moderating, agreeing, disagreeing
By and large…
Perhaps we should also point out the fact that…
It would be unfair not to mention the fact that…
One must admit that…
We cannot ignore the fact that…
One cannot possibly accept the fact that…
Consequences
From these facts, one may conclude that…
That is why, in our opinion, …
Which seems to confirm the idea that…
Thus,…/ Therefore,…
It is often said that…
It is undeniable that…
It is a well-known fact that…
One of the most striking features of this text is…
Introduction
The first thing that needs to be said is…
First of all, let us try to analyze…
One argument in support of…
We must distinguish carefully between…
The second reason for…
An important aspect of the text is…
It is worth stating at this point that…
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