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Words That Print Money
Let’s talk about the linguistic levers that can turn your words (and business) into a cash-printing machine.
We’re talking about “Good” writing.
We’re all told that clarity, conciseness, and grammar are the holy trinity of communication.
But I’m here to tell you that’s only half the story.
In the world of business, ‘good’ writing isn’t just about being understood.
It’s about being irresistible.
It’s about using language so potent that your audience can’t help but take action.
The Billion-Dollar Secret: Copywriting Power Words
Ever wonder why some emails get opened instantly while others gather dust in your inbox?
Or why some landing pages convert like crazy while others are ghost towns?
It’s not always about design or fancy graphics.
Often, it comes down to the specific words used.
Certain words have the power to ignite curiosity, stoke desire, or trigger FOMO (fear of missing out).
These are what we call power words.
These aren’t just your run-of-the-mill adjectives.
These are words backed by psychology, crafted to evoke specific emotions, and honed to drive action.
Why You NEED This (Even If You Think You Don’t)
Maybe you’re thinking, “Scott, I’m not a copywriter. I’m a [insert your profession].”
But here’s the thing: we’re ALL in the business of persuasion.
Investors: You need to persuade LPs to back your fund.
Founders: You need to persuade customers to buy your product and VCs to invest.
Marketers: You need to persuade consumers to click, engage, and convert.
Even in your personal life, the right words can make the difference between a closed door and a new opportunity.
Today we’re going to talk about the following.
The 5 Most Powerful Words I’ve EVER Used (and why they work)
The “Secret Sauce” Framework for crafting persuasive copy
How to Ethically Weaponize power words (without being sleazy)
Get ready to level up your communication game and unlock a new level of influence
5 Words That Make Millionaires (Don’t Miss #3)
Now, I set the stage for how power words can be your unfair advantage in business and life.
Now, let’s get tactical.
The Fab Five: My Go-To Power Words
These aren’t just pulled out of a hat.
They’re backed by research, proven in the trenches, and I personally use them almost daily.
You: This one seems obvious, but it’s criminally underused. People are inherently self-interested. When you speak directly to “you,” it triggers the brain’s reward centers and makes them more receptive to your message.
Weak: Our product can help you save time.
Strong: Imagine how much time YOU’LL save with this.
New: This word taps into our innate curiosity and the desire for novelty. We’re wired to pay attention to anything new because, in our evolutionary past, it could mean the difference between survival and extinction.
Weak: We’ve improved our features.
Strong: Introducing our NEW, game-changing features.
Free: This is the mother of all power words. We LOVE free stuff. It’s so deeply ingrained in us that even if the “free” thing is of little value, we still get a dopamine hit.
Weak: Sign up for a trial.
Strong: Get started with a FREE trial.
Because: This word is sneaky powerful. It creates a sense of logical reasoning, even if the reason you provide is flimsy. We’re more likely to comply with requests if there’s a “because” attached.
Weak: Please share this article.
Strong: Please share this article BECAUSE it could help others.
Now: This one injects urgency and scarcity into your message. It taps into FOMO and our aversion to loss. We’re more likely to act if we think something is time-sensitive or limited.
Weak: Shop our sale.
Strong: Shop our limited-time sale NOW.
But Scott, I can’t just throw these words around randomly…
You’re absolutely right.
Context matters.
These words are most effective when used strategically to amplify the core message of your copy.
Example: Let’s say you’re launching a new productivity app.
Instead of: “Our app helps you get more done.”
You could say: “YOU can finally achieve YOUR goals with our NEW, FREE app. Download NOW and see the difference BECAUSE you deserve to be more productive.”
See how that packs a punch?
The Copywriting Code: Crack It for Guaranteed Results
We’ve covered the ‘why’ and the ‘what’ of power words. Now it’s time for the ‘how’. Let’s break down the framework that will transform your copy from ‘meh’ to mesmerizing.
The AIDA Formula: Your Secret Weapon
AIDA stands for Attention, Interest, Desire, Action. It’s a classic copywriting formula that’s stood the test of time because it works.
Attention: This is where you hook your reader. Use strong verbs, intriguing questions, or a shocking statistic. Your goal is to stop them in their tracks and make them want to read more.
Example: “Tired of feeling like a hamster on a wheel? Break free from the 9-to-5 grind with our proven system.”
Interest: Now that you have their attention, pique their interest. Highlight the problem they’re facing and tease a solution.
Example: “Imagine having more time, more money, and more freedom. It’s possible with our step-by-step blueprint.”
Desire: This is where you make them crave what you’re offering. Paint a picture of the transformation they’ll experience. Use sensory language to make it feel real.
Example: “Wake up feeling energized, tackle your to-do list with ease, and have evenings free to do what you love.”
Action: Finally, tell them exactly what to do next. Make it clear, easy, and compelling. Use a strong call to action with a power word.
Example: “Join our exclusive community NOW and start living the life you deserve.”
Beyond AIDA: The “Scott Clary Touch”
Here are a few additional tips I use to elevate my copy:
Storytelling: People connect with stories. Share a personal anecdote, a case study, or a customer testimonial to add emotional resonance to your copy.
Specificity: Avoid vague claims. Use concrete numbers, data, and examples to back up your statements.
Social Proof: Highlight positive reviews, endorsements, or awards to build credibility and trust.
Scarcity and Urgency: Create a sense of FOMO by offering limited-time discounts, exclusive bonuses, or limited availability.
Example: Putting It All Together
Imagine you’re selling a high-ticket coaching program:
“Are YOU ready to break through YOUR income ceiling? I’m opening up a limited number of spots for my NEW, exclusive coaching program. This isn’t for everyone. This is for the ambitious, the driven, the ones who refuse to settle.
In this program, YOU’LL get personalized guidance, proven strategies, and the accountability YOU need to achieve YOUR wildest dreams. We’ll work together to create a step-by-step plan, overcome YOUR limiting beliefs, and unlock YOUR full potential.
Imagine waking up each day feeling confident, energized, and unstoppable. Imagine having the financial freedom to live life on YOUR terms. It’s possible, and it starts NOW.
Don’t miss this opportunity to invest in YOURSELF. Click the button below to schedule YOUR FREE consultation and discover how YOU can become the next success story.”
Notice how this copy weaves in power words, follows the AIDA formula, and incorporates storytelling and social proof.
The Dark Side of Power Words (and How to Stay in the Light)
Power words are potent tools, but like any tool, they can be misused.
It’s crucial to wield them ethically and responsibly.
In this final segment, we’ll discuss the dark side of power words and how to avoid crossing the line.
The Slippery Slope of Manipulation
Used carelessly, power words can veer into manipulation territory.
When you exploit someone’s emotions or fears for your gain, you erode trust and damage relationships.
Here are some red flags to watch out for:
False Promises: Don’t overhype your product or service. Be honest about its benefits and limitations.
Fear-Mongering: Avoid using scare tactics or preying on people’s insecurities.
Guilt-Tripping: Don’t make people feel bad for not buying your product or taking action.
Pressure Tactics: Don’t create artificial urgency or pressure people into making a decision they’re not ready for.
Remember, the goal of power words is to enhance your message, not to deceive or manipulate.
Persuasion with Integrity
I believe in using power words to inspire, motivate, and empower.
I want my audience to feel good about the choices they make, not regretful or manipulated.
Here’s how I approach persuasive copywriting:
Know Your Audience: Understand their pain points, desires, and values.
Offer Real Value: Make sure your product or service genuinely solves a problem or fulfills a need.
Be Transparent: Disclose any potential drawbacks or limitations.
Respect Their Intelligence: Don’t insult their intelligence with exaggerated claims or empty promises.
Give Them Control: Empower them to make an informed decision.
When you prioritize your audience’s well-being, you build trust and loyalty.
That’s the foundation of a sustainable business.
The Power of Words for Good
Used responsibly, power words and copywriting can be a force for good. They can inspire action, raise awareness, and drive positive change.
Think about the power of words to:
Motivate people to pursue their dreams.
Encourage healthy habits.
Support charitable causes.
Create a more equitable and just society.
Sell stuff people actually need.
The words you choose matter. Use them wisely.
Until next time,
Scott