People make buying decisions based on rational and emotional motivations. When structuring your writing you need to identify how you can appeal to both.
In “Confessions of an Advertising Man” David Ogilvy listed the 20 most persuasive words in advertising:
- suddenly
- now
- announcing
- introducing
- improvement
- amazing
- sensational
- remarkable
- revolutionary
- startling
- miracle
- magic
- offer
- quick
- easy
- wanted
- challenge
- compare
- bargain
- hurry
Persuasive words strike the fine balance between being rational and emotive whereas powerless words lack purpose and undermine the credibility of your writing.
Words to avoid
- But
- Try
- Don’t
- Should
- Need to
- Have to
- Could
- Maybe
- Perhaps
- Might
- Possibly
- Potentially
- Think
Excellent post Laura! Indeed, people are much easier to convince when using decisive, strong words. If you try to push your statements too aggressively (Need to, have to) or don’t believe in your own statements (maybe, perhaps) why should they listen to you?
Of course, “Probably the best beer in the world” will continue too be an exception to the rule, but one you cannot pull that often.
The kitsch of some of the entries in Ogilvy’s list of persuasive words is actually kind of surprising.
That is, erm… they are amazingly, remarkably, and revolutionarily surprising
I disagree with avoiding “but”.
Good writing is about conflict – well, maybe not always, but a lot of the time.
“But” exudes conflict. “you wanted x, but you got y…” “You thought xx, but yy”.
“However” is no substitute.
I couldn’t get by without it.
Interesting list.
I’d take Ogilvy’s words as an inspiration rather than stick to the specific words. Most of them are over-used.
The words to avoid are words that writers should avoid to in their books so that it doesn’t feel like a weak, boring read! Thanks for the wonderful post!