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135 Words to help you convert and close

Published 24 Mar 2017 by Brian Sandiford, CANDDi
Read this in about 4 minutes

The words “join us” and “sign up” appear in email campaigns all the time and have the same purpose generally i.e. give us your email address - but do they say the same thing?

Sales Language

Here we take a look at some of the power words and phrases that can reshape and put a completely new emphasis on how you go about communicating with your clients and prospects.

Can a single word change the way you feel about clicking on a button? I believe so. The difference between “joining us” and “signing up” is the difference between fellowship and enlisting. A word can change the mood, the motivation and the meaning.

You may be thinking, if a single word can make such a difference, what words should I be using both in written and verbal form to help me close?

If your sales team have a “script” with each sales person going off their own personalised script, including these powerful words into the conversation could work wonders.

Also, if your website is due a refresh, how many of these words could be replaced for a standard word in your current website’s wording?

He are a few examples along with some key words:

The 5 most persuasive words in the English language are:

  1. You
  2. Free
  3. Because
  4. Instantly
  5. New

You have seen these words countless times before and there is good reason why. For instance, immediate words like “instantly” trigger mid-brain activity and feed our need for quick gratification.

Where to try these words:

Calls-to-action, headlines, email subject lines, headings, opening sentences and paragraphs.

Top 20 influential words:

  1. Suddenly
  2. Now
  3. Announcing
  4. Introducing
  5. Improvement
  6. Amazing
  7. Sensational
  8. Remarkable
  9. Revolutionary
  10. Startling
  11. Miracle
  12. Magic
  13. Offer
  14. Quick
  15. Easy
  16. Wanted
  17. Challenge
  18. Compare
  19. Bargain
  20. Hurry

Where to try these:

Headlines, bullet points, subject lines

3 words to encourage community:

  1. Join
  2. Become a member
  3. Come along

These community phrases provide a sense of togetherness to the user. They feel like they are taking part in something larger than themselves.

Where to try these words:

Email signups, trial offers, in-app messaging

10 cause-and-effect words and phrases:

  1. Accordingly
  2. As a result
  3. Because
  4. Caused by
  5. Consequently
  6. Due to
  7. For this reason
  8. Since
  9. Therefore
  10. Thus

Cause-and-effect words make your claims sound objective and rational rather than biased and subjective.

Where to try these:

Closing paragraphs, transitions

12 phrases that imply exclusivity:

  1. Members only
  2. Login required
  3. Class full
  4. Membership now closed
  5. Ask for an invitation
  6. Apply to be one of our beta testers
  7. Exclusive offers
  8. Become an insider
  9. Be one of the few
  10. Get it before everybody else
  11. Be the first to hear about it
  12. Only available to subscribers

Exclusivity is like a club with membership restrictions. You want in because others are in. There is a bit of social pressure with exclusivity wording, and it helps drive decisions and actions for the user.

Where to try these:

Signup forms, links, calls-to-action, subheads

9 phrases that imply scarcity:

  1. Limited offer
  2. Supplies running out
  3. Get them while they last
  4. Sale ends soon
  5. Today only
  6. Only 10 available
  7. Only 3 left
  8. Only available here
  9. Double the offer in the next hour only

Fear of missing out (FOMO) is a common driver of action for marketers and advertisers. FOMO is essentially scarcity. By showing that an item or product is in limited supply, you hope to ratchet up demand.

Where to try these:

Headings, promo copy

28 words and phrases that make you feel safe:

  1. Anonymous
  2. Authentic
  3. Backed
  4. Best-selling
  5. Cancel Anytime
  6. Certified
  7. Endorsed
  8. Guaranteed
  9. Ironclad
  10. Lifetime
  11. Moneyback
  12. No Obligation
  13. No Questions Asked
  14. No Risk
  15. No Strings Attached
  16. Official
  17. Privacy
  18. Protected
  19. Proven
  20. Recession-proof
  21. Refund
  22. Research
  23. Results
  24. Secure
  25. Tested
  26. Try before You Buy
  27. Verify
  28. Unconditional

These safety words have an amazing effect on the person reading: They create trust.

Where to try these:

Payment forms, signup forms, testimonials

46 ubiquitous power words:

  1. Improve
  2. Trust
  3. Immediately
  4. Discover
  5. Profit
  6. Learn
  7. Know
  8. Understand
  9. Powerful
  10. Best
  11. Win
  12. Hot Special
  13. More
  14. Bonus
  15. Exclusive
  16. Extra
  17. You
  18. Free
  19. Health
  20. Guarantee
  21. New
  22. Proven
  23. Safety
  24. Money
  25. Now
  26. Today
  27. Results
  28. Protect
  29. Help
  30. Easy
  31. Amazing
  32. Latest
  33. Extraordinary
  34. How to
  35. Worst
  36. Ultimate
  37. Hot
  38. First
  39. Big
  40. Anniversary
  41. Premiere
  42. Basic
  43. Complete
  44. Save
  45. Plus!
  46. Create

In an old sales role (in my previous professional life), I had these words printed and posted on my cubicle wall for use in email subject lines and content (it even helped with my outbound calls). The list came from a study done on the best-selling magazine covers, and it was found that the words work equally well on magazines as they do in promo copy and in email subject lines.

Where to try these:

Email subject lines, headlines, calls-to-action

Create and share your own list

If you’re looking for inspiration, try keeping track of the words that get you to convert day to day. This can be hard to do unless you are constantly thinking of it so maybe look over previous material you have received/sent or past telephone call conversations you had and try to remember what it was that sold it to you (it is likely to sell to others). Take note of the words and phrases that grab your attention. Keep in mind why a headline stands out more than others. Notice which words grab you in a bullet list of benefits.

As you find new words you can build a list, then be sure to reference them so they are at hand when you need them. Once you’ve found the power words that help you convert, make sure you share them with both Marketing and Sales teams!

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