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.
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