Copywriter’s Tool Box – Power Words
The most powerful tool that a copywriter has in their armoury are words. They are the cogs that make the whole sales machine work. In this post I shall look at using power words within copy. So let me begin by asking you a question:
Q: What is the one thing that freelance copywriters are always asked for?
A: Snappy copy.
Ask your client exactly what they mean by ‘snappy copy’ and the response is usually:
“Erm…you know…snappy…punchy…that sort of thing.â€
Very insightful.
In order for a copywriter to create powerful copy, they need to utilise power words. These are very basic, simple words that don’t require defining or explaining. Your reader should be able to connect with them immediately.
You want to see some examples? OK. Power words are things such as:
• Love
• Hate
• Cash
• Care
• Best
• Crash
• Worst
• Win
• Lose
• Huge
• Risk
• Fizz
Once a copywriter has created a first draft, their next job is to read through the copy and clear out all the flabby worn-out words and replace them with something more powerful. Of course, the choice of words is going to depend on what you are writing and who you are writing for.
If you are still unsure of what I am getting at, I have listed below some worn-out words and given a powerful alternative.
Worn-out:
Cost-effective
Impact negatively
Optimal
Upgrade
Power packed alternative:
Cheap
Hurt
Best
Boost
See how much ‘snappier’ the power words are? They will give you copy far more impact. So you see just a small change can have a huge impact on your sales message.
Sally Ormond, of Briar Copywriting, is a freelance copywriter working with businesses to help them save time and money while benefiting from increased sales and market visibility. For more details on her comprehensive range of copywriting services get in touch at sally@briarcopywriting.com.
Tags: copywriter, copywriting services, freelance copywriter
