Persuasive Advertising by J. Scott Armstrong; Scott Armstrong

Author:J. Scott Armstrong; Scott Armstrong
Language: eng
Format: mobi
ISBN: 9781403913432
Publisher: Palgrave Macmillan
Published: 2007-01-02T00:00:00+00:00

7.3.2. Use power words if they fit the product

Copywriters often recommend the use of power words, such as “free,” “improved,” “new,” or “faster”—provided that they fit with the product. This principle can also be stated as avoidance of powerless words. Avoid hedges and waffling (“I think,” “perhaps”).

Power words can sometimes change the way people look at a product. In particular, this has been noted for the use of the word “free.” Instead of thinking about costs and benefits, it leads people to think only about benefits.

It is important that the power words fit the product. For example, “improved” is not a good word to apply to beer, which relies on traditional tastes. A Bernbach ad for Utica Club said, “Our beer is 50 years behind the times (and we’re proud of it).”

Power words might come across as being pushy. Thus, the use of power words seems more relevant for low-involvement products and when audio is used, although the evidence on this point is sparse—note that I am hedging.

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