Words That Convert

Research reveals how a single word makes all the difference. These aren’t just any words. They are words that convert.

You likely know that specific words matter. You click on a headline because a single word strikes you. You click a signup button because a word creates an emotion.

Researchers have found that, for example, the word you use to describe a car accident (“contacted” vs. “smashed”) paints the way eyewitnesses view the event. Another study found that simple stock names that are easier to pronounce lead to quicker gains post-IPO.

Social psychologist Ellen Langer tested the power of a single word in an experiment where she asked to cut in line at a copy machine. She tried three different ways of asking:

“Excuse me, I have five pages. May I use the Xerox machine?” – 60% said OK

“Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?” – 94% said OK

“Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?” – 93% said OK

I don’t know about you, but I thought Langer’s third request was rather elementary. Yet it didn’t matter. The trigger word “because” was all she needed. The takeaway: When you want people to take action, always give a reason.

Below are some of the top words that convert. Learn them. Use them.

Top 10 Most Influential Words

Good for headlines, bullet points, subject lines.

  • Suddenly
  • Now
  • Announcing
  • Introducing
  • Improvement
  • Amazing
  • Sensational
  • Remarkable
  • Revolutionary
  • Startling
Top 10 Cause & Effect Words/Phrases

Good for closing paragraphs, transitions

  • Accordingly
  • As a result
  • Because
  • Caused By
  • Consequently
  • Due to
  • For this reason
  • Since
  • Therefore
  • Thus
Top 10 Phrases That imply Exclusivity

Good for signup forms, links, calls-to-action, subheads.

  • Members only
  • Login required
  • Class full
  • Membership now closed
  • Ask for an invitation
  • Apply to be one of our beta testers
  • Exclusive offers
  • Become an insider
  • Be one of the few
  • Get it before everybody else
Top 10 Words/Phrases That Make You Feel Safe

Good for payment forms, signup forms, testimonials.

  • Anonymous
  • Authentic
  • Backed
  • Best-Selling
  • Cancel anytime
  • Certified
  • Endorsed
  • Guaranteed
  • Ironclad
  • Lifetime

Source: 189 Words that Convert


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