When it comes to assembling persuasive copy, like any other construction job, you need to rely on your skills, experience, and toolbox.
The toolbox of the writer is filled with words.
In defining what I believe is a critical element of crafting effective copy, I’ll make my case by amending the famous quote from Animal Farm: “All words are equal, but some words are more equal than others.”
And there are certain power words that hold more sway over our decision making process than others. You might be surprised to find that these “power words” don’t seem … well, all that powerful.