Advertising using Power Words
Word cannot only influence the minds of people but can
completely change their perception abut a particular thing. Words have the
persuasion power to entice and motivate. They are used by the politicians,
public relations personals, and even by parents to pass on their message. These
words are known as power words and they can do wonders when used in
advertisement.
New or improved words create a sense of curiosity. The
customers get an impression that the product is something that is different
from others and he tries to get it before anyone else does so as to have edge
over others. The laundry products have always been advertised as new and
improved, from years. Although it can be either new improved version of the
existing product, but the power of both the words and the product reinforces
each other’s strength.
Take for instance the line ‘Money back
guarantee’, these power words helps gain the trust of the customer. It is a
must to print these words at the closing line of an advertisement. After this
sentence, the methods of payment and how money will be returned if the customer
is not satisfied should be stated.
Most of the successful advertisements have a little
known secret that surely generated curiosity within the reader. People are
knowledge thirsty, they want to know what others do not know. They think that
there is some vital information they are missing because of which they haven’t
gained success in something particular.
Words ‘Insider say that’, is similar to ‘secret’. It
gives out information from some expertise that is still unknown to the outside
world and only if the customer gives money, information will be divulged to
him.
Free word in the headline of the message simply does
wonders. The reader easily absorbs the message, unless and until something free
is given to the customer in reality. By any change, if the company tricks the
customer into paying money for something, which was supposed to be free, the
trust of the customer is lost instantly. Usually the word FREE is spelled as
FR~E on websites as ISP filters blocks messages having the actual word,
considering it to be some kind of spam.
You is a very important word to be used in an
advertisement. It directly points out the advantages to the customer, if he
buys a particular product or service. Step into the shoes of the customer and
try to note down the points which will be of benefit and what points will
decrease the interest. The advantages then should be referred to the customer
by addressing them with ‘you’. The customer feels that he is being directly
talked to.
The word ‘Immediately’ rings in the emergency. It can
be interpreted as ‘Don’t wait any longer, get it now!’ This motivates the
customer to take some necessary and quick action.
Power in itself is a powerful word. Give that power to
the consumer and see the magic. This gives the consumer a feeling that he can
get possession of something that he lacked till now and this could make him
achieve the impossible.
The basis of a successful advertisement is to
understand the consumer’s needs and then design the advertisement accordingly.
Just stating the advantages of using the product or service of the company
isn’t enough. Sentence should be so designed that the customer should see his
advantage in the product. For example, when advertising for a digital camera,
just stating that the in-built memory of the camera is of 1 GB, won’t do the
trick. Instead, the sentence should be changed to ‘enough memory to store 350
pictures or 50 videos’. The solution to the problem of the customer is
reflected in this sentence. Ideas can be taken from advertisements of other
similar brands like how the sentences are written and placed in an
advertisement. After the sentence framing, adding power words to spice up the
advertisement will definitely make a winning ad campaign.
KEYWORDS:
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