How to write

How to write: 20 killer words and 13 words that kill

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love trap

People make buying decisions based on rational and emotional motivations. When structuring your writing you need to identify how you can appeal to both.

In “Confessions of an Advertising Man” David Ogilvy listed the 20 most persuasive words in advertising:

  1. suddenly
  2. now
  3. announcing
  4. introducing
  5. improvement
  6. amazing
  7. sensational
  8. remarkable
  9. revolutionary
  10. startling
  11. miracle
  12. magic
  13. offer
  14. quick
  15. easy
  16. wanted
  17. challenge
  18. compare
  19. bargain
  20. hurry

Persuasive words strike the fine balance between being rational and emotive whereas powerless words lack purpose and undermine the credibility of your writing.

Words to avoid

  1. But
  2. Try
  3. Don’t
  4. Should
  5. Need to
  6. Have to
  7. Could
  8. Maybe
  9. Perhaps
  10. Might
  11. Possibly
  12. Potentially
  13. Think

Copywriting Secrets for Marketing Experts video