Super charge your landing page with POWER words

copy writing landing page design

What are power words?

Words sell. Simply you want to create the right emotional response for people to take action. For your sales page this means you want people to take action to opt-in to your lead magnet or to join your email list, but ultimately, we want them to purchase our course, membership or digital product.

You can use power words not only on your sales pages but in all of your marketing copy from emails to social posts.

You can supercharge your power words even more by ensuring your copy is clear, easy to read and understand, is in keeping with your brand voice and tone, and is accurate – factually, as well your grammar and spelling. Creating a strong brand that your audience will like and trust means taking care and time to check your copy.

Check:

Clarity - Is it easy to read and understand? Get another pair of eyes on your copy, and ask them if they easily understood the points you are making, you can also ask how the copy made them feel and if they would take action.
Level of knowledge - It is important to remember your audience’s level of knowledge and prior understanding, especially take care when using words that are specific to your niche or which may be more technical. Are you meeting your audience at their level? Consider if your audience is at beginner level or more advanced and write specifically to their understanding, and not your own. It’s also important to remember that you know your product inside out, but this may be the first time your reader will heard of your offer and they will need to be able to easily and quickly know what it is, how it benefits them and why they should buy into you.
Your facts – we all want to make our offer sound attractive and our aim is to convince our reader to take action, but never make false promises on what you can deliver and ensure you have all your facts straight.
Spelling – run your copy through a spell checker or Grammarly to ensure those sneaky typos don’t make it into your finished copy. Spelling mistakes will easily discredit your professionalism, so check this carefully.
Grammar – another important check to ensure professional copy for your page. Especially if you’re not feeling confident in your writing or struggle with finding the right sentence structure or simply want to enhance your writing, an excellent tool is Grammarly (link) which not only checks your spelling and grammar, but also gives suggestions to make your writing clearer and more interesting.
Brand voice and tone – if you’ve done your background work on this one when creating your brand you will have a clear understanding of how to approach this one. If not, you can read more here (article about voice and tone)

Speaking directly to your reader can help increase conversions

You will have noticed that I have been speaking directly to you, and next time you’re reading an awesome landing page or social post you’ll notice that the writer may well be doing the same. This is called customer-centric copy, personalising a user’s experience of your brand and speaking directly to them shows that you understand them and their needs and you can relate to them as a person. Using the word YOU creates a connection with your reader and helps to build a meaningful relationship between you.

Stories are powerful.

We all communicate and learn by telling stories - real or fictional, stories help us understand other’s experiences, their values and perspectives. We can share ideas, culture and history as well as connect and relate to each other through common shared experiences. Demonstrating how you help your audience from a point of shared understanding will elevate your copy.

Show your reader how you understand their current struggle (the reason they will be looking to you and your offer for a solution) by telling your own story and relating it to their own. Know your ideal client (link to ideal client article) well, do your research and this will make the job at lot easier. Showing how you have followed a similar journey to them, then invite your reader to imagine how they will feel once they have made their own transformation and empower your reader to see a different brighter future.

Stories are powerful in themselves, but by combining them with the power words below you can supercharge your copy even more. Using positive words will help to get the desired emotional reaction - to connect and inspire people with your offer.

Give Value

Your aim is to add value, it can de-value your offer by simply reducing the price to a ridiculously low point that someone may believe there is no value in what they are purchasing. Discounts and offers do sell, but think about how this aligns with your brand, why you are offering the discount and how you can make your offer irresistible. Adding one or more BONUS offers or GIFTS can be a way to add value and incentive to buy without de-valuing your initial offer.

This will also depend on your brand, think about Chanel or Louis Vuitton – ever seen them give a 20% off sale or Buy one get one free? (if only!) Nope. Never. They are positioned as a luxury brand and this would devalue their products and position. Once you have gained a level of authority and confidence you may want to show your value by being EXCLUSIVE, LUXURY, VIP, SIX-FIGURE, PROFITABLE or LIMITED EDITION.

By contrast, you may want to sell by offering a DISCOUNT or give customers a BARGAIN offer.

You can also create excitement and interest, especially as a lead magnet which is FREE -speaking of which, before you leave today, don’t miss out on your FREE Landing Page Success Formula ;) CLICK HERE!

Competitions and GIVEAWAYS are also great tools to get leads and appeal to our need for freebies!

Personally, I’m not a fan of fear-based marketing tactics (especially when that discount that was FOR ONE DAY ONLY and then that same offer is back again the following day! Like, yeah right!?) however, we do want to create some urgency for our audience to buy. Doing this in an authentic way can certainly be helpful to create action, but be careful as your audience will see through you if you don’t stick to your price raise deadline or ‘today only’ offer.

Some useful power words you can use which can help create a little urgency include, DON’T MISS OUT, SALE, LAST CHANCE, FIRST, SAVE, ACT QUICKLY, SAVINGS, BEFORE, MASSIVE, BIG, EXTRA, INSTANT, ACT FAST, SPECIAL, VALUE, RESULTS, HURRY, DISCOVER.

Show you care about your reader

Using the right words can help establish your authority, reassure and build trust with your audience. Words such as BEST SELLING, CERTIFIED, RECOGNISED, AUTHORITY, CASE STUDIES, APPROVED, EXPERT, GUARANTEE, OFFICIAL, GENUINE, VERIFIED, TRIED AND TESTED, PROVEN, EASY, SAFETY and PROFESSIONAL. You can also show you care about your reader with words such as LOVE, DREAM, HEALTH, WELLNESS and FAMILY.

Using case studies, testimonials and social proof as well as using these power words and similar which fit your offer will showcase your expertise and knowledge.

Make life easier…

We are wired as humans for the path of least resistance, and while we may be super motivated to achieve everything we want, we also absolutely want things to be as easy and pain free as possible. If you can make life easier for your audience with DONE FOR YOU, DOWNLOADABLE, INSTANT, QUICK offers such as HOW TO’S, GUIDES, LISTS, CHECKLISTS, CHEAT SHEETS, FORMULAS, REPORTS, ROADMAPS, TOOLS, MODELS, TEMPLATES. Because you want to make life QUICK, EFFICIENT, EASY, ACCESSIBLE, COMPLETE, PAINLESS, REPLICABLE, EFFORTLESS, SIMPLE, READY TO USE, FILL IN THE BLANK, ON DEMAND and you want it NOW!

These are great for FREE offers such as lead magnets, free workshops, masterclasses or trainings that you can inspire your reader to take action to give them a QUICK WIN. Once they have the dopamine hit of their quick win and see a result, they are going to be hands-down wanting more!

We are curious creatures…

We’ve all had a case of the FOMOs (fear of missing out) at some point! when we think we’re missing out on something good we just can’t help ourselves want to find out what is it!

Here are some power words to bring out the curiosity in your reader: SECRET, TOP SECRET, TRADE SECRET, BEHIND THE SCENES, INSIDER, HIDDEN, MEMBERS ONLY, PRIVATE, INVITATION ONLY, SPOILER, UNDISCOVERED, SHH! UNKNOWN, FORGOTTEN, CLASSIFIED.

Create a little desire…

You know what it’s like when you’re in lurrrve? Ensure your audience falls head over heels with your offer by creating a little desire with some of those power words that can create that must-have yearning that they cannot refuse. Try incorporating some of these fabulous power words into your copy; MAGNETIC, FASCINATING, ENGAGING, CAPTIVATING, THRILLING, MISCHIEVOUS, EXCLUSIVE PASSIONATE, COMPELLING, INTRIGUING and so many more, think about how you can make your copy a little flirtatious and sexy!

We wanna look good and feel good!

Appeal to our innate need to be successful and gorgeous – this is something you’ll find a lot of in the beauty and fashion industry, but in any niche, this works by showing your reader how your offer can help them be more successful, look great or feel better about themselves – mentally, spiritually, physically. Power words can include ATTRACTIVE, BRAVE, BRILLIANT, FEARLESS, PROFITABLE, EFFECTIVE, COURAGEOUS, WEALTH, BOSS, STRONG, BOLD, LEADER, SUCCESS and there are so many more. Be creative with what will fit your offer best.

Points to remember…

You want to create an emotional response in your reader, so think about how each word your choose makes you feel, and you can always ask someone else for their reaction too.
Use a combination of power words for the most dramatic effect.
Use words which fit with your brand voice and tone.
Use short sections of text alongside images and headings to accentuate your ideas.
Use the word 'because' as it will provide an explanation of your ideas and help your reader to absorb the information.
Ask your audience to 'imagine' their world with or without your offer - how will they feel when you have helped them transform their situation, equally what would life be like without it? Help them to understand how you can make a real difference for them.
Do your research and use terms and phrases used by your reader.

Are you looking for more support to design your landing page? Check out how you can work with me to bring your offers to life.