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Throw in your ideas at the top. Crank its engine by hand. Leave the machine humming for a few minutes, and persuasive text rolls out at the other side.
Copy and paste the text onto your website. And voilà: you sell more than ever before.
Sounds good, doesn’t it?
Unfortunately, writing isn’t that easy. Not yet.
Robots might take over our writing tasks in the future. But for now, human intelligence is still required.
So, let’s concentrate on how our word choice can boost our persuasive powers, shall we?
What are power words?
Weak words have a shallow meaning-they don’t make readers feel something and they don’t allow readers to visualize your words.
Three different types of power words exist:
6 super seductive words nudging people to take action-their persuasive power seems irrational, but is proven by science.
Emotional words grab attention because they connect to our feelings.
Sensory words are powerful and memorable because they make readers experience your words as if they can see the picture you’re painting with words.
Want to know how to use these 3 types of words to add power and pizzazz to your business content?
The 6 super seductive words to boost conversions and social shares
Power word #1. New
As neuromarketer Roger Dooley suggests, our brains are wired for “new.” Our attraction to novelties helps us innovate and seek new opportunities. If new things weren’t so attractive to humans, we’d still be stuck in our caves. You and I wouldn’t meet here on the web.
reimagined from the ground up
re-invented from the inside out
we had to completely rethink how a keyboard is engineered
we redesigned each key and its underlying mechanism
How to use the power of “new” in your writing:
In emails announcing new products, use “new,” “announcing,” or “introducing” at the start of your subject line
On sales pages for new products, use feature flashes highlighting the word “new”
When upgrading an existing product, explain carefully what’s new about it
When tweeting a new blog post for the first time, use “new blog post” at the start of your tweet:
New Blog Post: 172+ Magic Words to Add Instant Power to Your Content (as Proven by Science): https://t.co/C0FBkwEp3I pic.twitter.com/AnMsuhzELH
– Henneke Duistermaat (@HennekeD) July 19, 2016
Power word #2. Free
Our attraction to freebies is irrational …
In his book ” Predictably Irrational,” Dan Ariely explains how chúng tôi started offering free shipments for orders over a certain price.
The offer was a great success, but not in France. Ariely explains:
Instead of offering FREE! Shipping on orders over a certain amount, the French division priced the shipping for those orders at one franc. Just one franc-about 20 [dollar] cents. This doesn’t seem very different from FREE! But it was. In fact, when Amazon changed the promotion in France to include free shipping, France joined all the other countries in a dramatic sales increase. In other words, whereas shipping for one franc-a real bargain-was virtually ignored by the French, FREE! Shipping caused an enthusiastic response.
“FREE” is not only powerful when adding bonuses to a product or service; you can also use “Free” to attract attention to your blog posts.
Here’s how Copyblogger harnesses the power of “free” in headlines to attract attention and boost social sharing:
How to harness the power of “free” in your writing:
Consider giving away a “free bonus” with a product
Give away a free e-course, report or download for people who opt-in to your list
Use phrases like “free checklist” in the headline of your blog posts (and when promoting your post in social media)
Power word #3. Imagine
Why is “imagine” almost hypnotic?
When people can hold your product in their hands, their desire to own your product increases.
This is why car salesmen tempt you to test drive a car. And why jewelry sellers suggest you try that necklace to see how it looks.
Online this seems tricky. But we can let people imagine how they would feel if you help them. How much smoother their business would run. How much more relaxed they would feel. How excited they’d be about their business, their career, their life.
Here’s how Ramit Sethi ( I Will Teach You to Be Rich) uses the power of the word “imagine” to help you visualize what taking his course might mean for you:
Imagine you use this program to identify a profitable idea. You know it works because you get your first enthusiastic, paying client who is delighted to pay for your services. You now have new money in the bank.
What would that mean?
Would you be more confident of your abilities?
Would you be more motivated to earn more and use it to pay off debt, increase your savings, or take an extravagant vacation?
Power word #4. Because
Presenting a reason why people should do something can trigger an automatic response. Even if the reason is bogus.
In his book Influence, Cialdini describes the photocopier experiment: If you don’t give a reason why people should allow you to jump the queue, only 60% lets you go ahead. But when you give a reason, using the word “because,” 93% of people allow you to jump the queue:
Our accessories go together with iPhone so well because they’re designed together.
If iPhone 6s seems like it’s tailor made for iOS, that’s because it is.
Together, they deliver a powerful and enjoyable experience because they were designed that way – together.
Power word #5. Instant
Imagine playing Deal or No Deal. You can get a guaranteed payment for $240,000 now or you can keep playing for a chance to win a million dollars.
What would you do?
As neuromarketer Roger Dooley suggests, our attitudes towards risks, rewards, and time are all different.
But we all know the feeling of wanting something now.
This is why I love my Kindle. I can start reading a new book instantly.
To harness the power of instant gratification use the following phrases in sales copy or blog headlines:
Start my free course now
Add Instant Power to Your Business Content With These 172+ Magic Words
To make people feel good about starting instantly, you may want to indicate there’s no risk:
30 day money back guarantee
No credit card required (for a trial)
Risk-free / No risk
No lock-in period / Cancel anytime
Human psychology is complicated. You know that already. So, “instant gratification” isn’t always the answer to increasing sales.
When I marketed range cookers, we introduced a unique service where you could order your cooker in any color. Not only did a custom-colored cooker command a premium price, you also had to wait up to three months (compared to a couple of weeks for a standard order).
Similarly, when I implemented a waiting list for copywriting inquiries, I could instantly increase my fees.
That’s the power of exclusivity.
What appeals more to your customers? Instant gratification or exclusivity?
Power phrase #6. How to
As bestselling author Jonah Berger explains in his book Contagious, we like to pass along practical information:
That’s why the phrase “How to” is powerful, and that’s why it’s one of the 20 most retweeted phrases.
No wonder, popular blogs love using “how to” in their headlines:
Numerals like 10 or 7 or 93 aren’t words, but they can instantly boost your persuasiveness.
Usability expert Jakob Nielsen tracked eye movements of users visiting websites, and he found that “numerals often stop the wandering eye and attract fixations, even when they’re embedded within a mass of words that users otherwise ignore.”
Numerals attract attention because they look different from letters. Moreover, numbers represent facts.
Here’s how Case Study Buddy uses numbers in their sales copy:
Then, on a fast, friendly call (~30 mins), we’ll get their side of the story.
We transform that interview into a persuasive, 750 – 1,250 word case study that will show every new lead…
And here’s how Andrea Vahl uses a number on her About page:
I’m also the co-founder of Social Media Manager School, an online training course that has helped over 500 students learn how to start their own business as a social media manager or consultant.
And Copyblogger ‘s About page:
Since January 2006, Copyblogger has been teaching people how to create killer online content.
Write numbers as digits (e.g., 7) rather than words (seven) because digits stand out more
If your blog post has a number of tips, consider using a digit in your headline-list posts tend to be popular
When writing sales copy, consider which facts you can share about your product, your service or your experience
A special note about YOU
Gregory Ciotti calls “you” one of the 5 most persuasive words in the English language, and D Bnonn Tennant says it’s a hypnotic word.
I’m a fan of the word “you,” too. Because it focuses the writer’s attention on why a product or service would be useful for their readers. What’s in it for them?
The word “you” also helps create a more conversational tone so you don’t sound like a pushy salesman.
However, the proof about “you” is hazy. In A/B tests ( like this one by Michael Aagaard), button copy like “Get my free report” often outperforms “Get your free report.”
A quick reminder of the most powerful words
Can you spot the power words?
Add more facts to increase your credibility: what is so special about your magic bone?
Back up your claims with testimonials or scientific proof.
You can’t rely on power words alone to sell your products.
Emotional trigger words
You sell on emotion, but you justify a purchase with logic
~ legendary copywriter Joseph Sugarman
We’d like to see ourselves as rational beings.
But without emotions we can’t make decisions as Antonio Damasio, professor in neuroscience, has proven.
Moreover, Jonah Berger’s research has shown that strong emotions drive people to sharing content. He highlights the importance of high-arousal emotions:
Anger and anxiety lead people to share because, like awe, they are high-arousal emotions. They kindle the fire, activate people, and drive them to take action.
Emotions are involved in the purchase of almost any product.
SweatBlock, for instance, mixes anxiety about excessive underarm sweating with the joy of feeling in control ( hat tip to Joanna Wiebe for this example). The sales copy also uses trust phrases like “100% safe,” “soothing,” and “confidently”:
Dab on a SweatBlock towelette, and control excessive underarm sweating for up to 7 days. The 100% safe and soothing trade-secret formula – combined with the towelette – gives you results you can count on. So you can confidently raise your arms.
And here’s how the copy moves to joy:
Get up to 7 Days of Dry High-Fives, Hugs and Hoorays
Your choice of emotional words strongly influences your voice. Compare, for instance, these two headlines:
Or compare these:
How subtle or how strong would you like your voice to be?
The easiest way to start using emotional words is to empathize with your reader. What problem is she struggling with? Which emotions does she feel when thinking about this problem? Or how can your content or service make her feel better?
Examples of emotional power words
The 8 basic emotions as defined by Plutchik provide a useful starting point for connecting with people’s emotions in your writing:
The list below is not a definitive list. Use a thesaurus to find more words and pick the words that suit your voice.
Sensory words are more powerful and memorable than ordinary words because they make your reader see, hear, smell, taste, or feel your words.
When reading non-sensory words, your brain processes text. But when you read sensory words different areas of your brain light up. Your brain processes sensory words as if you taste a sweet cake, as if you see a dazzling display of colors, as if you feel a rough texture.
Sensory words can even boost sales. Research into menus suggests that describing dishes using sensory words makes more people buy them.
Sensory words can add power to headlines to grab attention:
Sensory words can also help make abstract content more concrete.
The following examples are from Nancy Duarte’s book Resonate:
Just like you tap your toe to a good beat, your brain enjoys tapping along with a good presentation, but only if something new is continually unfolding and developing.
People rarely act by reason alone. You need to tap into other deeply seated desires and beliefs in order to be persuasive. You need a small thorn that is sharper than fact to prick their hearts. That thorn is emotion.
Haven’t you often wished you could make customers, employees, investors, or students snap, crackle, pop, and move to the new place they need to be in order to create a new future?
Examples of sensory power words
Sensory words describe how we experience the world:
Words related to sight indicate colors, shape, or appearance
Words related to touch describe textures; you can use them to describe feelings and abstract concepts
Words related to hearing describe sounds
Taste and smell are closely related
Motion is sensory, too. By using active words or describing movement, you help your readers experience your words
Ever found sales text a little sleazy? Or over-the-top?
An overdose of clichéd power words makes your content sound pushy or even creepy.
Shocking Celebrity Secrets Revealed by Their Former Bodyguards
9 Insider Copywriting Secrets Revealed
Can you smell a whiff of tabloid press sleaziness?
The art of writing seductive content
To write persuasive content start with imagining how you help your clients.
How do you make their life better? Which pain do you take away? How does your service make them feel? Why would they enjoy working with you?
Content becomes persuasive when you stop selling your products and quit selling your ideas.
Instead, demonstrate you understand your reader’s problems and show how you transform their lives-no matter how small these changes are.
So, connect with your reader’s wishes and feelings first.
Then, offer a service they’ll love.
And lastly, sprinkle a little magic dust over your content to boost your persuasive powers.
Add A Drop Cap In Word
Add a Drop Cap in Word: Overview
You can add a drop cap in Word to the beginning of a chapter or section to enhance its appearance. A drop cap is a large capital letter that, typically, has the depth of two or more lines of normal text.
To add a drop cap in Word that is part of the document, choose the “Dropped” choice in the “Drop Cap” button’s drop-down menu. Alternatively, to add a drop cap that is contained in the document’s margin, choose the “In margin” choice. Alternatively, to remove a selected drop cap from your document, select the “None” choice from the button’s drop-down menu.
Add a Drop Cap in Word: Instructions
To add a drop cap in Word, select the letter to which to add a drop cap.
To add a drop cap that is part of the document, choose the “Dropped” option from the “Drop Cap” drop-down button’s menu.
Alternatively, to add a drop cap that appears in the document’s margin, choose the “In margin” option, instead.
To remove a drop cap from a document, select the drop cap.
Then choose the “None” option from the “Drop Cap” drop-down button’s menu.
To see the full options for adding a drop cap, choose the “Drop Cap Options…” command from the “Drop Cap” drop-down button’s menu to open the “Drop Cap” dialog box.
Choose the “Position” of the drop cap.
Choose the “Font” for the drop cap from the labeled drop-down box.
Set the “Lines to drop:” and the “Distance from text:” in the labeled spinner boxes.
Add a Drop Cap in Word: Video Lesson
The following video lesson, titled ” Inserting Drop Caps,” shows how to add a drop cap in Word. This lesson is from our complete Word tutorial, titled ” Mastering Word Made Easy v.2019 and 365.”
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How To Create And Manage A Table Of Contents In Microsoft Word
Using a table of contents in your document makes it easier for the reader to navigate. You can generate a table of contents in Word from the headings used in your document. Here’s how to do it.
Add a Table of Contents
Regardless of the size of your document, using a table of contents can direct the reader to exactly where they need to be. In addition to making the document more reader-friendly, a table of contents also makes it easier for the author to go back and add or remove content if necessary.
By default, Word generates a table of contents using the first three built-in heading styles (Heading 1, Heading 2, and Heading 3). To apply heading styles, select the particular style from the “Home” tab. If you’re not happy with the types of heading styles available, you can change the default heading style.
You can manage this in two different ways. You can either apply the heading styles to each section after you’ve finished the document, or you can add them as you go.
Once you’ve applied your heading styles, it’s time to insert your table of contents. The first thing you need to do is put the cursor where you want the table of contents to appear. Once ready, head over to the “References” tab and select “Table of Contents.”
A drop-down menu will appear. Here, you can choose between the three different built-in tables.
The only difference between Automatic Table 1 and 2 is the title, which is “Contents” and “Table of Contents,” respectively. Selecting either Automatic Table 1 or 2 will create the table of contents using the names of the headings.
If you chose the “Manual Table” option from the “Table of Contents” drop-down menu, then it will insert a template for you that you will need to edit yourself.
You may notice in this table of contents that there are sub-levels. Each level represents a heading style in your document. So if you use the automatic table and you want sub-levels in your ToC, you will need to use heading 1 for level 1, heading 2 for level 2, and heading 3 for level 3.
Updating the Table of Contents
Your table of contents will now be updated.
Removing the Table of Contents
At the bottom of the drop-down menu, select “Remove Table of Contents.”
Your table of contents will now be removed from your document.
2 Methods To Adjust Contents To Fit In Cells In Your Word Table
In this article, we would like to share 2 easy methods to adjust contents to fit in cells in your Word table.
This is surely not eye-catching. How about finding ways to fix a table size but make contents fit it?
Following are 2 ways available:
Method 1: Set a Table One Time
Now you will open the “Cell Options” dialog box. Go to “Options” part, and clear “Wrap text” box.
And check “Fit text” box instead.
Method 2: Utilize VBA Codes
The VBA editor in Word allows you to type codes to customize your own Word features to get jobs done in a quick and neat way. So you can comfortably use codes to make the miracle happen.
Sub AutoFitTextForAllTableCells() ' Check if there are any tables in the document Dim objTable As Table Dim objCell As Cell ' Process each cell in each table and set the options accordingly For Each objTable In ActiveDocument.Tables For Each objCell In objTable.Range.Cells objCell.WordWrap = False objCell.FitText = True Next Next Else MsgBox("There is no table in this document!") End If End Sub
Prepare for the Impending Failure
Incidents will always catch you off guard. So the best way is to take time and make preparation. Precautious measures can include backing up files and shelling out some money to get a corrupt Word doc recovery tool. Since data loss can happen to anyone at anyplace, it’s time to do something.
Vera Chen is a data recovery expert in DataNumen, Inc., which is the world leader in data recovery technologies, including Excel data error fix tool and pdf repair software products. For more information visit www.datanumen.com
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