1. 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 (

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

4. 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?”

5. 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

6. >
WORDS HAVE POWER

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

8. 1 2 3
Word Order is Critical

10. Power Word Lists

11. 5 Most Persuasive Words in the English Language
You
Free
Because
Instantly
New

13. Community Building Words
Join
Become a Member
Come Along

14. 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

15. 12 Phrases that Imply Exclusivity
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12 Phrases that Imply Exclusivity

16. 9 Phrases that Imply Scarcity
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17. 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

18. 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

19. 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, May 29, 2015

20. I guess
Weakness
Lack of Clarity
Disempowerment

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

22. 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.

23. 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?

24. 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.

25. 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 …