The Ultimate List of Words That Sell in 2024
In the world of sales and marketing, words are your most valuable currency. The right words have the power to build trust, spark desire, motivate action, and ultimately convince prospects to pull out their wallets.
But some words wield more influence than others. Over the past century, advertisers and academics alike have sought to pinpoint the most persuasive words in the English language – the ultimate list of "words that sell."
While many of these power words have stood the test of time, the way consumers respond to certain messaging evolves along with cultural, technological, and economic trends. As we enter 2024, it‘s the perfect time to reevaluate and refresh the words we use to sell in the digital age.
In this post, we‘ll explore the psychology behind persuasive language, reveal the top words that sell based on the latest industry research, and share tips for wielding these words effectively in your sales and marketing copy. Plus, we‘ll take cues from brands who have mastered the art of selling with words. Let‘s get started!
Why Words Matter: The Psychology of Persuasive Language
Before we dive into our ultimate list, let‘s take a moment to understand exactly how and why words can influence consumer behavior. What is it about certain words that make them so persuasive?
The power of language to shape beliefs and actions is well-documented in psychological research. A famous study by social psychologist Ellen Langer found that people were significantly more likely to let someone cut in line to use a copy machine if their request included a reason, however arbitrary. The word "because" alone was enough to sway behavior. Source
This illustrates one of the key principles behind persuasive language: humans are naturally hardwired to respond to certain words and phrases due to how we process information and emotion.
Some of the core psychological principles that explain why power words work include:
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Scarcity: Words that imply exclusivity or urgency tap into our innate fear of missing out (FOMO). We‘re more likely to take action if we believe an opportunity is rare or fleeting.
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Social proof: Words that suggest an offer is popular or endorsed by others play to our herd mentality. We‘re wired to follow the crowd and assume something is good if other people are doing it.
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Authority: Words spoken or written by a credible expert instill trust and make us more likely to accept their claims as true. We‘re predisposed to defer to authority figures.
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Likability: Words that create positive associations and feelings make us more open to persuasion. We naturally want to say yes to people and brands we know, like, and trust.
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Reciprocity: Words that extend a gift, offer, or kind gesture activate our human instinct to return the favor. We feel indebted to give back to those who have given to us.
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Consistency: Words that align with our pre-existing beliefs and identity make a message easier to accept. We strive to maintain a consistent self-image.
As you read through the list of top words that sell below, see if you can spot how each one maps to these persuasion principles. The more you understand the psychology of persuasive language, the more intentionally you can choose your words.
The Top 20 Words That Sell (According to Science)
Now for the moment you‘ve been waiting for: the big reveal of the most persuasive words in the English language, backed by the latest scientific research and industry data.
We‘ve combed through dozens of studies, surveys, and top-converting content to bring you this definitive list of the 20 words that sell like crazy in 2024:
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You: Using the word "you" makes your writing feel more personal and helps the reader envision themselves in the scenario you‘re describing. Second-person pronouns hold the #1 spot for most persuasive English word. Source
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Free: Unsurprisingly, "free" remains one of the most enticing words, even in our digital "freemium" age. An analysis of over 100 million headlines found that those including "free" earned a 42% higher click-through rate. Source
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Because: Giving a reason for your pitch or request, however small, can increase compliance by over 30%. The word "because" triggers an automatic response and makes your argument feel more legitimate. Source
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Instantly: In our age of instant gratification, people crave immediate results. Neuroimaging studies show that words like "instantly" activate parts of the brain linked to pleasure and reward. Source
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New: Our brains are hardwired to pay attention to novelty. Tagging your offer as "new" can make it seem more valuable and exciting, and boost sales by up to 15%. Source
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Proven: In an era of misinformation and fake news, consumers crave credible proof. A study found that "proven" increased conversions by 29% over "regular" for a teeth whitening product. Source
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Easy: No one wants to struggle to use or understand your product. Describing something as "easy" or "simple" reduces perceived effort and friction. One company saw a 20% lift in sales after adding "easy" to their ads. Source
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Limited: The fear of scarcity fuels desire. An eyetracking study revealed that web visitors spent 65% more time looking at an online offer when "limited" was included in the copy. Source
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Now: Creating a sense of urgency can skyrocket sales, as evidenced by a whopping 332% boost in conversions in one case study after adding "now" to a CTA. Source
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Discover: Curiosity is one of the most powerful human drivers – we‘re hard-wired to seek new information. "Discover" evokes this natural inclination to explore and learn, which can be harnessed to drive engagement.
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Guarantee: With customer skepticism at an all-time high, a rock-solid guarantee can provide the reassurance needed to get prospects off the fence. "Guarantee" implies that you‘ll assume the risk, instilling confidence in your offer.
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Exclusive: The velvet rope effect is real – we‘re drawn to anything that feels VIP or insider-only. One study found that "exclusive" offers are up to 39% more likely to sell than generic deals. Source
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Secret: The power of "secret" lies in its ability to arouse curiosity – people desperately want to be "in the know." An online ad test revealed that "secret" headlines generated 287% more clicks. Source
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Amazing: Strong adjectives help paint a compelling picture in the mind‘s eye. "Amazing" hits all the right notes by evoking an emotional reaction while still sounding genuine (unlike "epic" or "incredible" which are overused).
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Introducing: When presenting a new product or feature, "introducing" sets the stage and builds anticipation. It hints at something big on the horizon that‘s worth paying attention to.
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Last chance: FOMO strikes again! Implying that an opportunity is on the verge of disappearing acts as a powerful motivator. "Last chance" creates a now-or-never scenario that‘s hard to resist.
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Revolutionary: To cut through the noise, an offer needs to feel not just new but game-changing. "Revolutionary" suggests your solution is a radical upgrade from the status quo, instantly increasing its perceived value.
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Premium: Although "luxury" has become a bit cliché, "premium" still effectively signals high quality and exclusivity. It‘s aspirational without feeling out of reach for most consumers.
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We: While "you" puts the focus on the reader, "we" fosters a sense of partnership and community. It‘s especially effective for brands looking to build long-term customer relationships.
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Imagine: Storytelling is one of the most potent forms of persuasion, and "imagine" is the gateway to immersing your audience in a narrative. It opens a loop in the mind that can only be closed by taking the next step.
Of course, even the most powerful words will fall flat in the wrong context.
The key is knowing how to wield persuasive language strategically – sprinkling these words throughout your copy in a way that amplifies your core message and unique value proposition.
Power Words in Action: Persuasion Tactics from Top Brands
Simply stuffing your sales copy with as many power words as possible is not an effective approach. To compel your audience to action, you need to understand why these words work and how to implement them within proven persuasion frameworks.
Let‘s take a look at a few examples of leading brands who have elevated the use of persuasive language into an art form in their marketing and advertising:
Apple: Aspirational Storytelling
No brand has mastered the integration of power words into vivid storytelling quite like Apple. Every product description, ad, and website headline paints an aspirational picture of how owning an Apple device will upgrade your life:
"Anything you can imagine, you can make real." (Mac)
"The future of health is on your wrist." (Apple Watch)
"Serious performance in a thin and light design." (MacBook Air)
Notice how they don‘t just say their products are "amazing" – they use sensory and emotional language to help you actually feel that amazingness as you read.
Nike: Inspiring Urgency
Nike uses strong action verbs and inspirational phrases to make you feel like striving to be your best self is an urgent imperative:
"Don‘t change your dream. Change the world."
"Yesterday you said tomorrow. Just do it."
"This is your moment. Seize it."
By combining power words into punchy, energetic statements, they ignite a fire to accomplish your goals right here, right now.
Olay: Credible Claims
Skincare brand Olay nails the balance of compelling copy and credible proof points, letting science do the selling:
"10 years of wrinkles and dark spots? Fight them now with breakthrough Olay technology."
"See proven results in 28 days – or your money back."
"Regenerist hydrates better than creams costing over $100, $200, and even $400."
While "breakthrough," "proven," and "regenerate" create excitement, they back up each claim with quantifiable data and risk-free guarantees.
Power Words Across Content Formats and Industries
Not all power words are created equal. Some pack more persuasive punch in certain content formats, like headlines or CTAs, while others are better suited for longer-form copy.
Similarly, the words that sell best can vary widely across industries, depending on the unique desires and pain points of each target audience.
Here is a quick cheat sheet of top power words to try for different marketing assets and verticals:
Attention-Grabbing Headlines:
- Secrets of [Industry]‘s Top Performers
- Get [Desired Result] in [Short Time Frame] or Your Money Back
- [Number] Little-Known Tips for [Task] Like a Pro
- [Famous Person] Reveals Their #1 Strategy for [Goal]
- The Hidden Danger of [Common Activity] – Are You at Risk?
Irresistible Email Subject Lines:
- Discover What Your [Target Audience] Isn‘t Telling You
- Flash Sale: Save [Percent] Before It‘s Gone
- [Name], Your Private VIP Invitation Has Arrived
- Don‘t Open This Email Unless You Want [Benefit]
Clickable Calls-to-Action (CTAs):
- Yes, I Want [Desired Outcome]!
- Instant Access – Just One Click Away
- Join [Number] [Group] Who [Impressive Stat]
- [Action] Now to Claim Your [Free Resource]
- I‘m Ready to [Achieve Goal] Today
And broken down by common industry verticals:
SaaS/Tech: innovative, seamless, intelligent, intuitive, leverage, skyrocket, optimize, scalable, cutting-edge, game-changing
Health/Wellness: heal, renew, revitalize, boost, rejuvenate, cleanse, nourish, vibrant, whole, pure
Finance: compound, diversify, maximize, secure, tax-free, worry-free, unlock, accelerate, risk-free, high-yield
Professional Services: expertise, certified, accredited, prestigious, award-winning, unparalleled, comprehensive, world-class
Home/Family: safe, natural, non-toxic, healthy, organic, real, homemade, artisan, clean, fresh
The persuasive power of words lies in their ability to connect with your audience‘s deepest desires and beliefs. Spend time really getting inside the heads of your target customers to uncover the words that will resonate most.
Best Practices for Weaving Power Words into Your Copy
We‘ve covered a lot of ground in exploring the ultimate words that sell in 2024, from the psychology behind persuasive language to proven words to try across content types and industries. Now let‘s wrap up with a few best practices for artfully weaving power words into your sales and marketing copy.
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Use power words sparingly and intentionally. Overuse will make your messaging feel inauthentic and gimmicky. Focus on choosing one or two words that really strike at the heart of your offer and audience.
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Pair power words with specificity and proof. Power words grab attention but need to be supported by tangible details and evidence. Use numbers, data, and vivid descriptions to substantiate your claims.
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Consider variety and cadence. Experiment with using power words across different headline and copy variations (e.g. "simple" in a headline, "easy" in body copy). Be mindful of how many power words appear in a row to avoid overwhelming readers.
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Prioritize clarity over cleverness. Always choose crystal clear messaging over cute wordplay. If power words muddy your core value prop or confuse the next step, they‘re not helping.
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Continuously test and optimize. No one list of words will be 100% effective for every brand, audience, and format. Use this list as a starting point but commit to ongoing A/B testing to see which words resonate best with your unique customers.
Equipped with these tips and the comprehensive list of power words in this post, you‘re well on your way to boosting conversions and revenue with more compelling sales copy. Use your words wisely and watch your results soar.
