15 Persuasive words to use in your marketing .. and 10 that you should avoid

Language is a powerful tool that shapes our perception and reality.  For centuries it has opened gateways of communications and deepened connections.

Although businesses mostly show numbers and figures; marketers have been depending on language to promote businesses as a form of advertisement. Visual content and design have a great impact on marketing but language helps the consumer identify with and remember the product. Marketing relies heavily on forging a bond with its consumer and language is a medium that can create a positive impression if done right.

For example L’Oreal’s tagline “Because you’re worth it!” The words create a powerful message that brings out a sense of empowerment. The iconic line became what the brand stood for and has for 45 years now and women resonate with it creating a sense of pride and loyalty.

So if you have ever wondered what words motivate and resonate with the consumers then you are not alone.

Using a combination of direct and indirect communication via emails, text, Facebook posts and browser push we at YFret have collected data for powerful marketing words that will encourage your consumers to react. Include these in your campaigns to ignite action and compel consumers.

  1. You: Marketing is all about the consumer. So when you write, write as though you’re speaking to the consumer and are all about the consumer.  It is important to make the consumer see that this is all about them.
  2. Because: Reasoning is a powerful incentive to make people realize something. Giving the consumer a reason why they need to take action will open communications for why they need something and a slight edge for conversion.
  3. Free: The word has an enormous psychological appeal. After all who can resist a freebie? But if overused it loses its charm. Explain why it is free instead of attaching strings to what initially seems like a good deal. Explain the catch if there is any.
  4. Limited time: This marketing strategy leads people to believe in the idea of scarcity and scarcity sells. It makes an effort to recapture their target audience’s attention by creating a sense of urgency. It generates demand, leading to short-term sales and increase positive perception of the product.
  5. Easy: Saying easy shows you aim to remove the pain points, simplify the processes, or create an added benefit that your consumers will notice.
  6. New: Presenting a positive connotation to your product or service as cutting edge in your industry makes your consumer want it more.
  7. Love: The purchase decision of a consumer depends on their choice of being a satisfactory one and a reassurance that their purchase decision is emotionally rewarding. Embedding your marketing strategy with consumer’s buying behaviour reassures the consumer with the wisdom of their choice and satisfies their emotional drive.
  8. Don’t miss: This marketing strategy optimizes on the compulsive desire to be a part of the rewarding experience. People have a psychological desire to stay connected so presenting an opportunity to be involved in gratifying encounters marketers capitalizes on the fear of missing out.
  9. Need: Need is a powerful word as it instils in people an imperativeness to act promptly, decisively and without delay. Marketers can create a sense of urgency so that they are motivated to act on what you recommend when you’re selling.
  10. Guaranteed/Proven: Taking a chance on an unknown product can be quite daunting for a consumer. Using words like guarantee and proven can provide reassurance for a consumer is minimized.
  11. Success: Success is a trigger word simply because it resonates with people’s innermost desire. People have a genuine and burning desire to succeed, whether professionally or personally.
  12. Secret/Exclusive: The promise of a secret creates a sense of being part of something special. Everyone wants in on a special tip, trick or deal so if the knowledge you’re about to share is truly unique; little-known and valuable it makes the deal even sweeter.
  13. Discover: Like the word ‘Secret’, Discover implies that there is something new and unknown and the consumer is invited to witness something that is different. This creates an idea of exclusivity.
  14. Premium: When it comes to the overall satisfaction of a consumer it helps to project an item is of high quality. Using the word Premium helps in non-conscious priming of consumer’s psychology to denote an item as a luxury good.
  15. Thank You: Appreciate your consumers. Thank them for their time and business. Nothing works quite as well as

Worst marketing words: Here is a list of a few marketing words that you should definitely avoid.

  1. Hurry: Just about every emails start with, “Hurry!” You want to encourage consumers to buy but this word has been over-used and does not pack as much a punch as it used to. So, provide a deadline instead.
  2. Revolutionary/groundbreaking: While it may seem impressive few things in life are revolutionary and it’s not as helpful as you think. Everything is revolutionary these days and even though your product could be genuine over-use of this term could seem less credible.
  3. Unique: Slightly over-used and practically meaningless. Yes, setting your product apart from others is imperative but defining how it is different, what makes it unique would set a better precedence.
  4. Exciting:  It’s so overused it sounds like a lie. An “exciting deal” makes consumers more sceptical than excited. Just describe the deal instead.
  5. Once in a lifetime: Phrases like these don’t help your sales they are typically untrue and unoriginal.
  6. Huge: Every event or sale is “huge” but what’s so huge about it? The word lacks creativity. Using a more detail description could be a better alternative.
  7. Amazing: Clichéd, generic and over-used. Everything is amazing these days. It still may be beneficial to choose a more compelling adjective which will pique interest rather than sounding simply good.
  8. Risk-Free: Consumers tend to doubt marketing claims simply because there are so many of them. A consumer looks for a credible return on investment as advertised. A risk-free return on investment is a myth but explaining the smarter risks to a consumer about your product is a wiser decision.
  9. Miracle: This word is an over-kill. Unless your product is a cure for cancer it is best to avoid the word miracle.
  10. Great: Just like ‘Amazing’, ‘Exciting’ and ‘Huge’ this word is as generic as it gets.

Spam Filters of email service providers over time has become more sophisticated. It screens content for spam words based on a list of words and indicates emails as either spam or genuine. Based on (https://www.mail-tester.com/)we have compiled a list of words that lead to your email campaigns ending up in spam.

Accept credit cards, Additional income, Be your own boss, Congratulations, Cash bonus, Don’t delete, Expect to earn, Free grant money, Free leads, free preview, Full refund, Get started now, Giving away, Great offer, ‘Hidden’ assets, Insurance, Investment decision, It’s effective, Join millions, Lose, Lower monthly payment, Make money, Miracle, No credit check, No catch, No fees, No gimmick, Opportunity, Order today, Potential earnings, Promise you …!, Requires initial investment, Stock disclaimer statement, This isn’t junk, This isn’t spam, Winner, Work at home, Will not believe your eyes, You have been selected.

With engagement with over 200+ consumers, YFret has experienced ways to improve email deliverability. Read our article on ways to avoid ending up in spam in of our blogs here

You have a short amount of time to create an impression and get your brand’s message across. You have to not only pick the right words but also create content that engages and resonates with the consumer. Creating customer-driven content will not only work as a powerful tool for conversion and boost your sale but also encourage loyalty.  

We would love to hear yours as well! Write back to us with suggestions and questions.

Yfret is a multi-channel automated marketing assistant. Our tool is designed to identify user behaviour and product segments in your catalogue based on browsing history and purchasing. Mapping the various stages of a consumer’s journey our tool retargets them across various channels for wider reach and higher visibility.

Drop us a note or request a demo to know more about how our user segmentation and multi-channel targeting capabilities enable a positive experience for your customers.

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