Mark Twain said the difference between the right word and the almost right word is “the difference between lightning and a lightning bug.” Twain had an incredible knack for nicely summing it all up, didn’t he?
The value of your content and/or your offer is what ultimately matters. And yet the words you use to demonstrate that value and present that offer will determine to what degree people take action.
The goal of this post is to give you some examples of words that bring the lightning. And by lightning I mean words that invoke and engage emotion.