Advertising using Power Words
Word cannot only influence the minds of
people but can completely change their perception abut a
particular thing. Words have the persuasion power to entice
and motivate. They are used by the politicians, public
relations personals, and even by parents to pass on their
message. These words are known as power words and they can do
wonders when used in advertisement.
New or improved words create a sense of curiosity. The
customers get an impression that the product is something that
is different from others and he tries to get it before anyone
else does so as to have edge over others. The laundry products
have always been advertised as new and improved, from years.
Although it can be either new improved version of the existing
product, but the power of both the words and the product
reinforces each other's strength.
Take for instance the line 'Money back guarantee', these power
words helps gain the trust of the customer. It is a must to
print these words at the closing line of an advertisement.
After this sentence, the methods of payment and how money will
be returned if the customer is not satisfied should be stated.
Most of the successful advertisements have a little known
secret that surely generated curiosity within the reader.
People are knowledge thirsty, they want to know what others do
not know. They think that there is some vital information they
are missing because of which they haven't gained success in
Words 'Insider say that', is similar to 'secret'. It gives out
information from some expertise that is still unknown to the
outside world and only if the customer gives money,
information will be divulged to him.
Free word in the headline of the message simply does wonders.
The reader easily absorbs the message, unless and until
something free is given to the customer in reality. By any
change, if the company tricks the customer into paying money
for something, which was supposed to be free, the trust of the
customer is lost instantly. Usually the word FREE is spelled
as FR~E on websites as ISP filters blocks messages having the
actual word, considering it to be some kind of spam.
You is a very important word to be used in an advertisement.
It directly points out the advantages to the customer, if he
buys a particular product or service. Step into the shoes of
the customer and try to note down the points which will be of
benefit and what points will decrease the interest. The
advantages then should be referred to the customer by
addressing them with 'you'. The customer feels that he is
being directly talked to.
The word 'Immediately' rings in the emergency. It can be
interpreted as 'Don't wait any longer, get it now!' This
motivates the customer to take some necessary and quick
Power in itself is a powerful word. Give that power to the
consumer and see the magic. This gives the consumer a feeling
that he can get possession of something that he lacked till
now and this could make him achieve the impossible.
The basis of a successful advertisement is to understand the
consumer's needs and then design the advertisement
accordingly. Just stating the advantages of using the product
or service of the company isn't enough. Sentence should be so
designed that the customer should see his advantage in the
product. For example, when advertising for a digital camera,
just stating that the in-built memory of the camera is of 1
GB, won't do the trick. Instead, the sentence should be
changed to 'enough memory to store 350 pictures or 50 videos'.
The solution to the problem of the customer is reflected in
this sentence. Ideas can be taken from advertisements of other
similar brands like how the sentences are written and placed
in an advertisement. After the sentence framing, adding power
words to spice up the advertisement will definitely make a
winning ad campaign.