One copywriting question I get a lot is, “Are there some magic “copywriting power words” you can use to jazz up my copy?”
Google “copywriting power words.” You’ll find lots of articles claiming to help you become a stronger wordsmith. You’ll also find dozens (maybe hundreds) of power phrases and headline templates.
Certain words and phrases will punch up your copy.
But that’s not where the magic lies.
Joan, a marketing coach, has developed a proven method for growing your business by connecting to your prospects at networking events and discovery sessions. Her brand is all about teaching clients to make connections, based on her experience as a mental health counselor.
She could begin writing her copy with a list of copywriting power words, such as…
Some will be effective in Joan’s copy; some will actually detract from her message because they’re incongruent with her story archetype, her service and her audience.
The real magic comes from your story.
Joan worked with many clients who were experiencing conflicts with significant people in their lives. She discovered how to establish connections between two people who initially weren’t interested in meeting each other. Digging even deeper, she learned how to get introverts to reach out to strangers and create an emotional spark. She then decided to apply these insights to her new career as a business coach.
Why does this story work?
(1) The story paints a picture of what Joan’s clients want: to create relationships even though they’re introverts. Her ideal prospects will say, “I want what they’re having.”
(2) The story convinces Joan’s audience that she can deliver this outcome.
Now we can begin to create some content, based on her story.
“how to transform your network contacts from jaded listeners to active advocates, five minutes after the first handshake”
“a 3-step system to melt your prospect’s resistance in the first five minutes of a discovery call”
“how to turn your strongest skeptics into your most loyal fans (without using a hard sell)”
These ideas would be a first draft. And if Joan were my client, I’d spend much more time learning about her, her clients, her outcomes and her processes.
Your story helps clients decide to say “yes.”
Your story helps prospects decide to say yes when it reinforces your story archetype, paints a picture of your prospect’s desires and shows why you’re capable of delivering those outcomes
Once you’ve nailed the story, you can poke around the lists of power words to see if you can make your copy even stronger. You might decide to add power words consistent with your archetype…but the magic comes from your story, not your power words.
If you’d like to work with me on finding the power story for your own business, and sharing your story, let’s set up a consultation. Click here to learn more and get started.
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Not interested in a consultation – you want a course? Check out my Udemy course on Copywriting For Non-Copywriters. That link gives you a discount.