Why do some articles and products go viral and others just don’t? And why superior products sometimes sit collection dust? This can largely be because of the use of power words. Imagine being able to draw in customers and make them feel the same way you feel about your product. Power words can grant the ability for you to draw in customers and make them feel what you do. These simple words can increase your conversion rate by up to 12%. Everyone in important political, business and advertising roles all make use of powerful words to justify what they say. Words influence decisions and these words make this even easier. Simply changing the vocabulary in your website can heavily impact your conversion rate, and it is entirely possible to incorporate these, everywhere.
Words have the power to evict emotion from an audience, they can influence decisions and change minds. The words that you use and the words that you read can affect your emotional state, no matter how small. Words can do all of this and more. So why wouldn’t we incorporate this into our website? How you phrase your words are the basis for understanding, and this is what we are all trying to do with our content. Making our audience understand what we are trying to portray. Power words can spike curiosity, anger, passion and awe. And knowing this, and using this, can bring you unfathomable results in your conversion rates.
Now that we are aware of the power that words can hold, and how they can be used in our content, we can now proceed into what words are relevant to our websites. The words we want to use are emotionally charged, so let’s break some word groups down into emotions elicited. We will list the type of reaction you will trigger, and what they mean for your brand.
Fear & Anger
Using words that spark anger and fear will lead to irrational or split-second decisions. How we operate in this world, what we do, and what we interact with, are all influenced somewhat by these emotions. These emotions drive you to take long shots and bets you wouldn’t normally take. These emotions are powerful and come up fast. We don’t want our audience to direct this to our brand though. To use this efficiently, direct the emotions towards something else, and as an example, how our products or services can solve it. The goal is to generate fear and anger towards something and then to offer a solution. These can be caused by the words ‘survive’ and ‘crash’.
Compared to fear and anger, curiosity is a far less volatile emotion and can be triggered and directed towards our content. It is well known, that human nature requires us to explore the world and find answers to unsolved questions. This feeling is akin to hunger or thirst, it is a drive that must be satiated and accomplished. This explains why humans always strive for education, experiences and why they follow links on obviously, shady, articles. Using this emotion can cause the audience to want to invest themselves in our content, and understand what it is that we are offering. The words you choose to incite curiosity should pique human nature and cause the audience to want to know the answer. This emotion can be activated by the word ‘rare’.
Greed is something that we all felt, at least once in our lives. Whether it was the last cookie in the jar when you already have one, haggling or more. It is programmed into our genes and is derived from a time where we were primates in search of food when it was scarce. Greed is something that is hard to suppress, but the amount varies from human to human. It taps into satisfaction and the desire to get as much as possible. This is exactly the reason that this can be used in our marketing campaigns to generate conversions for our site. This is most commonly done by using the word ‘free’.
Even with the use of all the other emotions, without trust, conversions are unlikely to come to fruition. This is because, at this time, most audiences will not buy from you unless they trust you first. They want to know if they’re buying from a safe source, and who and what they are buying from. So building up trust from the first visit is imperative, and can cause your brand to receive more conversions than ever. That is where trust-garnering words come into play. These words subconsciously build trust between you and your customers and make them more likely to buy from you. This can be achieved using the words, ‘adored’, ‘trusted’ and ‘original’.
We have been tapping into deeply ingrained drives and emotions that all humans have. When hearing words like ‘desire’ and ‘lust’, people subconsciously associate them with ‘the deed’. And knowing this, you can use words that create a desire to sell your products or services. Lust and desire usually terminate rational thinking and create rational desires that you want to fulfil. This can be done by giving customers the idea that they will be satisfied by giving in to their desires to involve themselves in your content or services. These words consist of ‘alluring’, ‘excite’ and more.
In conclusion, there is a lot of various ways to include powerful words into your marketing campaigns and website to invoke to emotions you want for your audience. Knowing what emotion you want to invoke, you can meticulously add them to your site to make your audience feel what you need them to. This can create conversions, traffic and consistent sales and customers. Use these sparingly though, too much of a good thing can quickly turn inauthentic.
Consider hiring an online web designer to do this in the best way possible. For a relatively small amount of money, you can guarantee results and generate consistent traffic and customers online using power words. For example, at Hello Online, we can do this and more. With our years of experience, we can do this with ease. We can be the driving force for your brand and bring you conversions, traffic and new customers. Leave it to us, we can handle it. Check us out here – Hello Online.
To find out why having a website is even more crucial now that lockdown is lifting, check out our websites after the pandemic post!
At Hello Online, we can give your brand personality and authenticity, check out our how to give your brand personality post, to find out exactly why this is important.