Rethink Commerce Blog

Why You Should Use Power Words and CTAs

Posted on January 29th, 2019 by

Do you want to sell more? Who doesn’t? But you might be missing out on some key conversions because you’re not using the right words to promote your products or services.

Take a new approach to writing with some proven “power” words that increase conversions because they deliver reasons to buy, appeal to our emotions and instill a sense of urgency. Check out this list of top power words we’ve compiled just for you and start using them now to boost sales.

 

Reasons to Buy

Everyone needs a reason to believe. Appeal to your audience with these power words that describe why your product, service or offer is awesome.

 

Because

Because is one of the leading power words precisely because it delivers what people want to know: why they should care. One study found that compliance with a request grew from around 60% to over 90% when requestors explained why using the word “because”.

 

Proven

People want to know that they can trust your product. Saying that your product or service has been “proven” attracts attention, especially if you can back up the claim with unbiased information about how it’s been proven, such as specific metrics or success stories.

 

Quick, Easy

Nobody’s looking for a product that’s difficult to use. “Quick” and “easy” are a bit overused, but you can stand out by taking the time to describe exactly how your product makes things quick and easy—maybe it takes just 5 minutes or 3 clicks to get something done, for example.

For example, GoToMeeting shaped its mission statement around the simplification of online meetings, making the product very desirable for all those who need to use video conferencing in their work.

 

gotowebinar EASY

 

Bringing simplicity to the complex area of project and task management is also the main value proposition of Asana. It has helped it become one of the most used collaboration tools among online and tech companies.

 

Asana

 

Sale, x Off

Everyone wants to save money, so it’s no surprise that the words “sale” or “off” (in reference to savings, of course) catch people’s attention. Don’t use these terms too much but put them front and center when you’re offering a great deal.

Here’s an example of an appealing discount offer from iolo. You can use such offers as effective upsell or cross-sell tools as well.

 

iolo

 

Free

What’s better than being on sale? Being totally free! Even if you’re promoting something that is usually free, such as a newsletter, whitepaper or product trial, it will draw more attention if you make sure mention that the offer is free of charge.

Free trials are a good way to start your prospects on the buyer’s journey, as they’ve been shown to influence the shoppers’ purchase decisions significantly.

Other companies use a freemium model to efficiently attract a wider base of customers that may then be converted (upgraded) to a premium paid package. The conversion rates from the limited-feature free product to the fully featured paid tier will depend heavily on the quality of the customer experience and nurturing that your business can provide.

 

bitdefender

 

Emotional Appeal

Humans are emotional creatures. Use that: appeal to your audience on a personal level with words that stoke our emotional fires.

 

You

It’s all about you—the customer—and the customer feels good knowing that. Personalize your offers by not only using “you” but also understanding who your customers are and bringing that information into your copy as well. (The best approach of all is to use your prospect’s name if you know it!)

By speaking directly to the customers and showing that it understands their true pain points, Basecamp created an engaging homepage that motivates people to start using its product.

 

 basecamp

 

Help

Everyone can use a little help sometimes. Use this word to make it clear to your customers and prospects that you’re on their side and are here to help them out.

Here’s a great example of homepage copy that clearly tells a potential customer how the product will help make their work life easier:

calendly

 

New

People love novelty and getting the latest stuff. When you repackage solutions or introduce a new capability, make sure to emphasize this clearly by using the word ”new.” Bonus: be specific about what’s new, so people don’t have to struggle to figure it out.

This is how Movavi introduced a new version of one of its main products, emphasizing the “new” and the benefits it brings to users:

 

movavi

 

Win

We all want to be a winner, and most of us love a good challenge. Give people the opportunity to win a contest or challenge, and they’ll probably take it—especially if there’s a reward on the table. (If it’s free to play and win? Even better.)

 

Thanks

Be authentic with your customers and prospects and thank them for giving you their attention and time. After all, it benefits you. Best of all, thanking them is free. “Appreciate” is another word that can increase compliance with your requests.

 

Forever

Such an absolute statement can be tricky to deploy, but you can use it to put forward your vision or mission statement in a way that is genuine and generates trust. You can also use it if one of your products will actually be free forever, of course. As below:

 

duolingo

 

Urgency

Most of us are busier than ever, so it’s important to make an effective appeal that will get people to act. Instill urgency in your prospects with these power words.

 

Now

Our modern lives are lived in the moment. Get people to take action immediately with this effective power word. The urge for instant gratification drives most of today’s commerce, so whether you need people to click, sign up or download, ask for what you want, when you want it—now!

 

Need

It’s not just want, it’s need—communicate that your customers truly need your offerings to save time, improve accuracy, make connections or do whatever else your product achieves. This conveys that if they don’t have it, they’re behind. Use that fear of missing out only if you have product/market fit. If you’re sure your product fulfills the needs of your audience, then your message will have an impact.

Here’s one example from Freshworks:

 

freshworks

 

Limited, Exclusive, Be the first

People love being the first or only ones to get something. Make sure to tell your visitors that they can be among the first to sign up for a new product, or that entry is limited to a certain exclusive group (one that your prospects are part of, naturally).

Limited time offers is also an age-old sales technique that taps into the same scarcity principle as the above and can drive customers to hit that purchase button. Here’s how Canva used this effective tactic recently:

 

canva

 

Are you feeling powerful yet? Because you’re part of the exclusive group armed with these proven power words, you can now go forth and sell like never before.

 

What power words are working for you?

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Raluca Marmureanu

Digital Marketing Specialist

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