Everyone knows that words have power (well, maybe not everyone - but everyone who reads Blue Chip Tips does!) Consider the word, "nice." Nice doesn't pack any power. It just sits there, doesnt it?
"We had a nice dinner." That doesn't tell you much. How about, "We had a delicious dinner." While "nice" tells you nothing, "delicious" describes the meal.
How about this sentence: "I went for a walk on the beach. It was nice, sunny and quiet." Compare that to, "I went for a leisurely stroll on the beach. It was rejuvenating and the sun was shining brilliantly across the water."
See what I mean about words having power?
The same holds true for words you use in any marketing campaign you launch. A famous study done by Yale University once pegged the 12 Most Powerful Words in English-language Advertising as:
I would add the word, Free as well when used cautiously. (Too many Internet scams have abused the word). Used in context, however, free can be powerful.
While these words definitely have power they are no magic bullet. Trying to use powerful words to make up for weak copy overall is like trying to use a band-aid to fix a broken leg. Powerful words, combined with powerful, well written, benefit-packed copy is the best formula for guaranteeing powerful results from your marketing campaign.