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Advertising - Ten Most Powerful Words in Advertising

Words sell. This has been the case in advertising ever since its conception and is even more applicable in today’s text driven social media world. Advertisers are now moving to social media platforms instead of historical outlets such as television and newspapers.

Popular platforms such as Facebook, Twitter and Instagram have 3 seconds, not 30, to sell a service or product. Therefore, those words are more important than ever. So, what are the top ten words used in advertising?

1. You

This is the most powerful word in advertising as it is personal. People are investing in themselves, so by using this word, you are addressing the customer directly with your message. By doing this, you are talking about a person’s favourite subject, i.e. ‘You’.

2. Results

This word is akin with success. When purchasing a service or product, we all want ‘Results’ whether it be a gym membership or the latest mobile phone. This is also a very powerful word as it becomes a promise between you and the customer that the service or product they have invested in will meet their expectations.

3. Guarantee

The word ‘Guarantee’ when used in advertising is a promise made to the consumer which is viewed by both parties as a commitment. Money-back guarantees are particularly powerful as they reduce the risk of trying out a new product. In reality, most customers will be happy with the product with very few going to the trouble of returning it.

4. Discover

‘Discover’ is a promise that there is something more to come. This word engages with the consumer and the experience which follows results in them discovering exactly what extensive benefits are available from this service or product.

5. Save

We all like to get a good deal. If it is at all possible to save someone money, you need to point this out. ‘Save’ not only applies to money, it can also be used for time. Time is a precious commodity these days, so if your service or product can be of assistance in this area, it should be well promoted in your advertising.

6. New

Consumers want the latest whether it be the next smartphone or the latest model of car. If an item is ‘New’, customers will be willing to pay for this product or service before it goes mainstream. Therefore, make the most of this fact and make sure it is a prominent part of your advertising.

7. Best

‘Best’ is a powerful word whether it be Best in Show or Best Ever. However, this can be subjective and without any evidence to support this claim, the word needs to be used carefully.

8. Now

In this age of online shopping and home delivery, the word ‘now’ is really important. It gives the consumer an assurance that they will be able to get your product or service straight away. However, the word ‘Now’ means ‘Now’ and you need to have the infrastructure in place to be able to back up this claim.

9. Free

When something is ‘Free’ it makes the customer sit up and take notice. However, the claim needs to be genuine such as free shipping or buy one get one free. Also, as this claim is normally accompanied by an asterix which leads to the small print at the bottom of the page, you need to be careful that this does not lead the consumer to think that they are being conned into a deal that doesn’t really exist.

10. Compare

If your company’s offering genuinely beats the competition, invite your consumers to do their own comparisons to help justify these results. By doing this, you are displaying confidence in your brand which ultimately will lead to new customers and increased sales.

These 10 words, if used properly in advertising, will resonate with consumers and help promote and sell your goods and services to their best advantage.