When you look up copywriting tips, you’ll often find lists of power words for copywriting. Words like …
Wow…those words pulse with energy! You could get tired just reading through them.
But they’re not necessarily the most powerful words a copywriter can use. Here are two words that pack REAL power … and they’re gentle as a kitten.
One of the first lessons I learned as a copywriter was the power of “because.” Research has shown that people will comply with a request if you give them a reason, even if it’s a silly reason. A famous example is the student at the copy shop who wanted to cut the line “because I need to make a copy.”
Copywriter often use the “because” structure when writing persuasive bullets, to unite features and benefits.
For instance, you have the benefit-because-feature style: “Never be late to work again because your device includes a built-in alarm clock.”
Then you have the “feature-so-that-benefit” which amounts to the same thing in reverse: “Your device includes a built-in alarm clock, so you’ll never be late to work again.”
“Even if …”
You’ll often find the phrase “even if” at the end of a compelling headline. The idea is to respond to the objection, “But I couldn’t qualify…”
“Create a compelling sales letter … even if you flunked high school English.”
“You can become a storytelling ninja … even if you hate to speak to groups.”
Variation of “even if” are “without” and “in spite of.” For instance:
“Write a high-converting sales letter without becoming a copywriter.”
So why are these words so powerful?
You probably see where this is going. Each phrase makes the narrative more interesting. “Because” adds purpose. “Even if” suggests conflict.
Otherwise your story gets pretty dull.
“X wrote an amazing sales letter” vs “X never thought he could write a sales letter without taking a copywriting course. But to his surprise…”
You can get much more dramatic than that, with just a little imagination… and a good story.
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