Impact Words Words that Convert Adapted from: “The Big List of 189 Words that Convert: Write Copy that Gets Your Customer’s Attention Every Time.” by Kevan Lee, Buffersocial, July 2, 2014 (https://blog.bufferapp.com/words-and-phrases-that-convert-ultimate-list)

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Social Science Experiment  Who: Social psychologist Ellen Langer What: Asked to cut in line at copier How: Tested the power of a single word

1.) “Excuse me, I have five pages. May I use the Xerox machine?” 2.) “Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?” 3.) “Excuse me, I have five pages. May I use the Xerox machine  because I have to make some copies?”

1.) “Excuse me, I have five pages. May I use the Xerox machine?” 60% said OK 2.) “Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?” 94% said OK 3.) “Excuse me, I have five pages. May I use the Xerox machine  because I have to make some copies?” 93% said OK

> WORDS HAVE POWER

Did the green car “Contact” or “Smash” the red car?

1 2 3 Word Order is Critical

Power Word Lists

5 Most Persuasive Words in the English Language You Free Because Instantly New

Community Building Words Join Become a Member Come Along

Accordingly As a Result Because Caused By Consequently Due To Effect Accordingly As a Result Because Caused By Consequently Due To For This Reason Since Therefore Thus

12 Phrases that Imply Exclusivity 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 everyone else Be the first to hear about it Only available to subscribers 12 Phrases that Imply Exclusivity

9 Phrases that Imply Scarcity Limited Offer Supplies running out Get them while they last Sale ends soon Today only Only 10 available Only 3 left Only available here Double the offer in the next hour only

28 words and phrases that make you feel safe Anonymous Moneyback Refund Authentic No Obligation Research Backed No Questions Asked Results Best-selling No Risk Secure Cancel Anytime No Strings Attached Tested Certified Official Try before You Buy Endorsed Privacy Verify Guaranteed Protected Unconditional Ironclad Proven Lifetime Recession-proof

46 ubiquitous power words Improve Win New Amazing Premiere Trust Hot Special Proven Latest Basic Immediately More Safety Extraordinary Complete Discover Bonus Money How to Save Profit Exclusive Now Worst Plus! Learn Extra Today Ultimate Create Know You Results Hot Understand Free Protect First Powerful Health Help Big Best Guarantee Easy Anniversary

Avoid These to sound more assertive I guess Can’t Supposed to But I think Don’t Following Slides Adapted from: “Avoid These 6 Phrases When Trying to Sound, and Feel, More Assertive” by Jeff Boss, www.entrepreneur.com, May 29, 2015

I guess Weakness Lack of Clarity Disempowerment

Can’t Generally means “Won’t” Can’t = Disempowerment Won’t = Empowered

Supposed to Intended to, but did not Lack of Commitment Use “I will” or “I intend” Remove or clarify for past tense PAST TENSE: I was supposed to go to the grocery story yesterday. When I got there, the parking lot was full of police cars and ambulances. I decided milk could wait. CURRENT / FUTURE TENSE: I am supposed to study this weekend, but I don’t know…the lake sounds like more fun. . BETTER: Let’s go to the lake on Saturday. I will study on Sunday.

But Negates whatever came before Use “and” or 2 sentences That is a great idea Suzy, BUT it won’t work here. BETTER: That is a great idea Suzy and how do you see it fitting into the schedule? BETTER: That is a great idea Suzy. How do you see it fitting into the schedule?

I think Lack of commitment When used for future plans OK for “belief” meaning Belief / Believe is the better word choice. I think I will study this weekend…. THIS DOES NOT MEAN ANYTHING. It is an intention without commitment. I believe I will study this weekend. SAME INFO … SOUNDS MORE COMMITTED and therefore more assertive.

Don’t Focuses on negative Positive statements Affirm your position Build consensus I don’t like Suzy’s idea because … BETTER: I prefer Jane’s plan over Suzy’s because …