There are 3 specific power words or phrases in copywriting that will increase your conversions. You’re not going to be able to unsee it once I share them with you!
If you are struggling to stand out in a saturated market and your copywriting is not converting, this is for you. (I also want you to go go back through your Black Friday emails right after listening to this episode, and apply what I’m about to share with you.) I am going to share how to rewrite your copy for real impact. I’m giving specific examples to go from boring to better to best for business coaches, life coaches, and health wellness coaches.
This is one of the simplest ways to make your copy cut through noise, grab attention, and speak directly to what your reader truly cares about.
It’s not about just sprinkling in power words in copywriting. I’m sharing how to strategically use these words to truly connect with your best-fit clients.
In this post, we’ll go beyond generic lists of power words. We’re diving into three specific, powerful, client-attracting words that can instantly boost your copy’s impact. Each one has a clear purpose, and the examples will show you how these words work in action so that you can really feel the difference.
Let’s explore these power words in copywriting that will help you create clear, compelling messages—and ultimately drive more conversions.
What Are Power Words In Copywriting? (With Examples!)
Power words in copywriting are used to capture attention, evoke strong feelings, and motivate readers to take action. These words tap into psychological triggers and emotional responses that make the copy more impactful and compelling. Think of them as the VIP tickets that bring your message front and center, turning your readers’ casual glance into full engagement.
Here’s how typical power words work and some common categories they fall into:
Emotional Appeal
Words like “love,” “joy,” “fear,” “crave,” and “satisfaction” resonate with deep-seated emotions, encouraging a visceral response from the reader. These words are often used to appeal to basic human desires or fears.
Curiosity and Exclusivity
Words that create a sense of mystery or exclusivity, like “secret,” “exclusive,” “limited,” and “only,” can make readers feel like they’re part of something unique or important, driving them to take action to access this “special” information.
Urgency and Scarcity
Words such as “now,” “limited time,” “act fast,” and “ending soon” trigger a fear of missing out (FOMO), encouraging readers to act quickly. This is particularly effective in sales and promotions. Of course, this assumes that it is honest urgency, not fake (because that is for sure a NO).
Authority and Trust
Words that establish credibility and reliability, like “proven,” “guaranteed,” “certified,” and “research-backed,” help build trust with the reader, making them more comfortable taking action.
Value and Reward
Power words like “save,” “bonus,” “free,” “reward,” and “benefit” appeal to readers’ desire for value and incentives, often leading to higher engagement and response rates.
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Research in marketing psychology reveals that these words can boost reader engagement, increase conversions, and build brand loyalty by appealing to emotional drivers.
Now, these are great power words in copywriting that you should totally use, but here’s my hot take:
These typical “power words” attract attention but lack strategy.
You can google it and there will be hundreds of “power words” to use beyond the ones I listed here. But that’s not going to be as helpful as the three power words (phrases) in copywriting that I’m about to share with you…
What Can I Say To Attract Clients?
Add these three power words in copywriting to attract clients and boost conversions.
1. “…so that…”
This phrase taps into the reader’s desire to understand what they will gain from your offer. By explicitly stating the benefit, it speaks directly to their motivation for taking action, making it clear how their situation will improve. It works because it shifts focus from the features of the offer to the real-life impact and benefit it will have on the client.
I have a few examples for you across different niches in the coaching industry. We’re going to take boring copy, make it better, then add in this power word to improve it yet again.
Business Coach Example:
Boring:
“Take your business to the next level.”
This is vague and not unique to you as a business coach. All business coaches do this. What is your specialty? Where do you tend to get results most easily?
Better:
“Create a waitlist of dream clients you’re genuinely excited to work with.”
This is more specific and paints the picture of what it looks like to reach the “next level” when we work together.
Best:
“Create a waitlist of dream clients you’re genuinely excited to work with, so that you can scale your income and create a brand that stands out in the marketplace.”
Now we can envision the transformation!
Life Coach Example:
Boring:
“Discover your true potential.”
Any life coach could say this. We need to get more specific here around what this looks like.
Better:
“Confidently step into each day with clarity and purpose.”
Now that’s something I want!
Best:
“Confidently step into each day with clarity and purpose, so that you can lead a more fulfilling, balanced life, and feel empowered to reach your goals.”
Increasing the specificity makes this copy the best version.
Wellness Coach Example:
Boring:
“Create sustainable health habits.”
What does this even mean? I can’t envision it, so I’m going to gloss over it and it’s not going to be memorable or compelling.
Better:
“Stay active in ways that feel good (without feeling guilty for taking rest days).”
Showing me what that looks like by painting the picture (instead of just telling me what it is) starts to make this more compelling.
Best:
“Stay active in ways that feel good (without feeling guilty for taking rest days), so that you can feel energized, confident, and finally break free from burnout.”
This gets at what the ideal client is really after. Sure they want workouts they can enjoy, but the point of those is to feel energized, confident, and free from burnout.
2. “…even if”
This phrase is incredibly effective for addressing common objections before they even arise. By anticipating and overcoming potential doubts, you provide reassurance, lowering resistance and building trust. It shows that the service is adaptable and accessible, no matter the client’s circumstances or concerns.
Business Coach Example:
Boring:
“Build a profitable business.”
I mean, of course. Everyone wants their business to be profitable. No one wants an unprofitable business.
Better:
“Have a steady flow of clients who value your work and are eager to invest in your services.”
If you specialize in lead flow, this is a specific benefit that is going to attract people who will benefit the most from your services. And notice that it speaks to a pain point (not having enough clients) in an empowering way. There is nothing negative Nancy about this copy.
Best:
“Have a steady flow of clients who value your work and are eager to invest in your services, even if you’re still figuring out your niche or have a full-time job.”
Now this includes another nuance that is calling out your specific ideal client. Getting more specific makes your copy more compelling.
Life Coach Example:
Boring:
“Live a life full of purpose.”
I mean, for sure…but what does this look like?
Better:
“Make the challenges you face feel like opportunities for growth when there’s an inner peace in knowing you’re on the right path.”
Now we’re getting more specific.
Best:
“Make the challenges you face feel like opportunities for growth, even if you’ve struggled with finding your direction or faced setbacks in the past.”
Now that gives me more reassurance that you understand my pain point, my problem, my struggle. I trust you more to provide the solution or transformation you say you can provide.
Wellness Coach Example:
Boring:
“You can achieve lasting wellness.”
Again, this is too general, vague, and does not demonstrate or show us what this looks and feels like.
Better:
“Your body will feel strong and nourished.”
This is something I can imagine and visualize. That makes me start to think “yes this is what I want.”
Best:
“Your body will feel strong and nourished even if you’ve tried countless diets and exercises and felt like nothing worked before.”
Now I’m starting to feel more known. I can see that you appreciate the efforts of things I’ve tried before and you’re not going to give me more of the same. This instills hope.
Now let’s talk about the third power word in copywriting for you to use…
3. “Without…” (thing they hate doing)
This speaks directly to pain points by offering a solution to something the client dislikes or struggles with. It presents a vision of a desirable outcome without the frustration of the things they actively want to avoid, making the offer more enticing and less intimidating.
Business Coach Example:
Boring:
“Grow your business!”
Better:
“Bring in consistent monthly revenue.”
Best:
“Bring in consistent monthly revenue without spending countless hours on complicated strategies.”
Life Coach Example:
Boring:
“Live a life you love.”
Better:
“Make decisions aligned with your values so that conversations feel more meaningful.”
Best:
“Make decisions aligned with your values so that conversations feel more meaningful without constantly running on empty.”
Wellness Coach Example:
Boring:
“Achieve your fitness goals.”
Better:
“Move through your days with consistent energy levels and avoid mid-afternoon crashes.”
Best:
“Move through your days with consistent energy levels and avoid mid-afternoon crashes without following restrictive diets that make you feel deprived.”
Increase Your Conversions When You Use These 3 Power Words In Copywriting
Using power words in copywriting isn’t just a hack; it’s a technique to connect with your audience on a deeper level. By focusing on phrases like “so that,” “even if,” and “without,” you can craft copy that speaks directly to your ideal client’s desires and challenges. These phrases make your message feel personal, relatable, and achievable, addressing the specific needs and objections that your audience may have.
As you apply these power words to your own business, remember to paint vivid pictures that help clients envision their transformation. Powerful copy is about showing, not telling. Great copy makes your audience feel understood. These words help you build trust and encourage action, so your readers feel ready and motivated to take the next step.
With these phrases in your toolkit, you’ll turn more readers into clients. Start incorporating these power words in copywriting today. This is one of the simplest ways to immediately improve your copywriting for conversions.
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