Words, words, words. We write them, read them, speak them and listen to them every day, yet words’ ability to persuade, elicit emotion and evoke colour, movement and texture tends to slip under the radar.
Persuasive words are the bread and butter of copywriting. We know (at least in theory) the importance of how to write the right thing at the right time for the right people.
But what actually makes particular words better than others at moving us, at persuading us to buy? Let's have a little poke around the brain and think about what makes some words so darn powerful.
The neuroscience of language
Our brain is highly attuned to identify language. Whether we’re listening to speech or reading the written word we can quickly identify the signal in the noise.
This is because we’re very good at recognising familiar patterns – we don’t need to read or hear the whole word to understand it.
That’s why yuo cna stlil raed tihs esaily, and why, even if speech is highly distorted, we still know exactly what’s being said. Indeed, human speech has evolved to be distinguishable from background noise.
Little wonder, then, that some words grab our attention and others go ignored.
Studies have found that just reading words associated with movement or smell also stimulates the motor and olfactory areas of the brain. Reading and thinking about running, for example, can activate the neurons associated with the physical act of running. This is why sensory language and metaphor are far more effective and memorable than purely descriptive language. Think about the difference between ‘he had tough hands’ and ‘he had hands like leather’.
And even the look and sound of a word can alter our perception of it.
When a 1921 advertising textbook asked which car – the 'Bromley' or the 'Brimley' – sounded larger and more powerful, the vast majority of respondents opted for the former. 'Brimley', spoken at the front of the mouth, sounds smaller, thinner and weaker than 'Bromley', spoken at the back of the mouth or throat.
Similarly, words containing fricatives, where the air stream from the mouth is not completely stopped (like s, v, f, z and th), are perceived to be smaller, lighter and faster than those containing plosives, where there is a complete closure in the mouth (like p, t, k, b, g and d).
Some of the most powerful words and phrases, therefore, are those that make you feel something; they trigger some hardwired emotional or physical response.
Surprisingly, some of our simplest words are the most potent.
These powerful words aren’t universally applicable though. The effectiveness of every word depends on its context.
The words that get content shared online, for instance, vary depending on the medium you use. If you want to get your content liked, shared and retweeted, try these:
What do you notice about the words above?
There are no long, exotic words or clever word play – they’re short, clear and to the point. You know exactly what to expect.
Now think of the ongoing fad for goods that are Fairtrade, artisanal, organic, craft, natural, chemical-free, etc. These descriptors range from the misleading to the downright nonsensical, and no one could tell you what they mean, yet people still snap up artisanal water and chemical-free shampoo.
Though still very popular – indeed, the words can convince people that the products are healthier and tastier than the alternatives – such products are increasingly being debunked and mocked. Why?
Persuasive language has a shelf life.
That is why some of the most enduring persuasive words are simple, direct and descriptive.
So how do you write persuasively? Deploy (sparingly) the persuasive words above and go back to basics:
Hat tips, in order of appearance, to Nina A.J., HikingArtist, Plaisanter, and asboluv for the photos.
