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What Makes Copy Powerful?

By Nicki Krawczyk 2 Comments

Woman with jeans and grey top with black rim glasses looks at a calculator and papers with a red pen while her laptop is set to the side.

It’s definitely useful to know what the most powerful words in copywriting are. That said, though, I’m going to answer your question in two parts—first with the most powerful words and then with the true effectiveness silver bullet.

Many people have lists of the most powerful words you can use in copy, so you’ll see some discrepancy among them, but here are the ones most widely agreed upon:

  • Free — This is a huge one and grabs people’s attention like no other. If something is free, make sure people know!
  • You — It seems a little silly, but it’s true: People respond better to being directly addressed. If it works for the brand you’re working on give it a try.
  • Bonus — This falls into the category of free, but implies more, more, more! People are more likely to buy things if they can get “bonuses,” “freebies,” or “extras.”
  • Limited-Time — These words fall into the category of urgency. Along with “ends soon!” and even the softer-sell “don’t miss out!,” they call up the potential pain of missing out on a great deal.
  • Numerals — Digits draw people’s eyes first if they’re among a bunch of words. If you can use a numeral in a headline instead of a word, give it a shot. When left with the choice between “Half Off!” and “50% Off!,” the latter will almost always win.

So, there’s your short list of the most powerful words in copywriting. The big truth, though, is that these are only a small, small part of how to make your copy effective. You could write a headline using every single one of these and that line could still fail miserably. Why? You’d be missing the substance behind the words. You’d be missing the benefit to consumer.

The benefit to consumer is what really makes copy effective. The “benefit” is exactly how something you’re selling will be useful to the reader. In other words, the benefit answers the question, “What’s in it for them?” For example, you can advertise that a razor has “six super sleek, titanium blades” but if you don’t explain, too, that those blades give the user “the softest, closest, and most skin-saving shave ever,” no one’s going to buy them.

By all means, use those “most powerful words”—just be sure you combine them with the benefit to consumer. That’s where the real power comes from.

Watch This: Make the Dull More Dazzling

There are some copy projects that might not scream excitement. Just because you think “oh, that’s not a big deal” doesn’t mean that it’s not a big deal for the target audience; it might be exactly what they need.

Join Nicki and Kate on this episode of the Build Your Copywriting Business podcast as they help you figure out how to make even the most mundane topics sound compelling.

Your Turn

What lines have you written that have been most effective? Have you combined the power words and the benefit to consumer? Let us know in the comments below!

Last Updated on October 25, 2023

Filed Under: Copywriting Tips Tagged With: copywriting ideas

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About Nicki Krawczyk

Nicki is a copywriter, copy coach and the founder of Filthy Rich Writer. She's been writing copy for more than 20 years.

Comments

  1. by Ed Boyd says

    October 8, 2012 at 7:36 pm

    I have written a ton of articles of the nonfiction variety. My style is fluent and engaging. How do I translate this into copy writing?

    Reply
    • Nicki says

      December 12, 2012 at 2:47 pm

      Hi Ed! Great question. Obviously, moving into a new type of writing requires some training and learning (keep your eyes peeled for our courses launching in January!), but here are a couple of good places to start: Your First 5 Steps as a Copywriter and Benefits, Next Steps and Brand Voice

      Let us know how your learning progresses—and thanks for commenting!
      – Nicki and the Filthy Rich Writer team

      Reply

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