Copywriters maintain lists of “power words” and “power phrases”.

Certain words and phrases are almost universally known to get attention.

Words like:

FREE

EASY

PRIVATE

SECRETS

You get the idea.

Think about it: what words move YOU to take action, even if that action is merely continuing to read a salesletter or other media? If it works for you, it’s a good chance that they will have the same impact on others.

Power phrases are another essential tool in the copywriter’s toolbox.

Phrases such as:

LISTEN CLOSELY…

NOW, I KNOW WHAT YOU’RE THINKING…

LET ME EXPLAIN

Put power phrases in the context of a really good speaker. It could be a motivational speaker or a salesman. Pay attention fo the words they use. If they’re good, they use the right words, either intentionally or because they just instinctively have learned what works.