Let’s face it—words are the real salespeople in your advertising. Long before your customer picks up the phone, clicks the link, or walks through the door, it’s the words in your ad that are doing all the talking.
So, if you’re investing your hard-earned dollars into advertising, let’s make sure your words are working for you—not against you.
Why Words Matter More Than You Think
A photo may grab attention, but it’s the headline, subheading, and call-to-action that move people to respond. Whether you’re printing postcards, running Facebook ads, or creating a banner for your storefront, the right words will stir curiosity, build trust, and spark action.
But not all words are created equal. Some trigger excitement and urgency. Others fall flat—or worse, push potential customers away.
Words That Spark Action
These are words that pull readers in, create emotion, and inspire movement. Keep them handy:
Power Words That Sell:
-
Free
-
New
-
You/Your
-
Instant
-
Proven
-
Secret
-
Save
-
Limited
-
Easy
-
Guaranteed
Examples in Action:
-
“Get Your FREE Guide to Better Skin—Instant Download!”
-
“New in Buffalo: The Coffee Shop Everyone’s Talking About”
-
“Save $50 Today – Limited Time Only!”
Words That Kill Response:
Then there are the duds. These words either sound too corporate, vague, or downright dull. They drain the energy from your ad and give readers no reason to act.
Words to Avoid (or Use Carefully):
-
Submit
-
Try
-
Stuff/Things
-
Very
-
Best
-
Cheap
-
Deal
-
Act Now
Example of an Underwhelming Ad:
“Submit your information for a very special deal on stuff we think you’ll like.”
Zzzzz… 🤦♀️ No urgency. No clarity. No reason to act.
The Secret Sauce? Emotion + Clarity
The best-performing ads connect on an emotional level and make it super clear what the customer gets. No guesswork. No jargon.
If you’re advertising in print (like a direct mail postcard), remember: space is precious. Every word has to earn its spot.
Ask yourself:
-
Does this word make the offer more exciting?
-
Is it clear what I want the reader to do next?
-
Would I respond to this ad?
Remember this, great advertising starts with great messaging, and great messaging starts with the right words.
So next time you’re writing an ad, headline, or flyer, pause and take a closer look at your wording. Sprinkle in some power words, avoid the snoozers, and watch your response rates rise.
Need help polishing your ad copy? I’m always happy to help local businesses shine. Let’s get your message working harder—and smarter.
