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The power of the forbidden is why banning books to prevent exposure to the ideas in them is a stupid strategy. The action you want people to take, however, is more along the lines of “living well is the best revenge,” not something ugly or destructive (unless you’re selling something ugly or destructive, but that’s your issue). Revenge is the desire that results from betrayal, and it’s so powerful because revenge connotes action. The word betrayal itself is a powerful emotional trigger word.Īs a theme, it powers Shakespeare’s most powerful works, and runs repeatedly through current headlines regarding the economy, Wall Street, Big Pharma, and on and on. If you have a real solution, identifying with the frustration first intensifies the immediate desire for that solution. After all, frustration stems from the inability to solve a problem. Tapping into the frustration your audience feels can be incredibly actionable. You don’t provoke anger for anger’s sake though you do it to create an identification with your solution that ends the anger and moves people to a more positive emotional state. Let’s face it - a lot of people are pissed off about a lot of things, and empathizing with that anger while simultaneously engaging it is very powerful. The desire to believe that things will be better in the future is a primary motivator for action. Likewise, if you don’t have hope, life is bleak indeed.

And health as a metaphor also works for all sorts of other areas outside of the realm of mental and physical wellness, such as relationships and businesses. They say if you don’t have your health, you’ve got very little. My hope is to simply get you thinking about word choice and descriptive language, regardless of content format. And there are many more categories of reaction words to tap into. There are way more emotional words and phrases than the examples I list here. In other words, they let your reader, listener, or viewer know that you deeply understand what they’re going through right now - which is the first step to earning their trust. They utilize empathy to transcend bland or superficial descriptions. You’ll often spot them in the best sales headlines. Trigger words help you grab and keep attention because they strike a nerve with the person you want to reach with your copy. And with persuasive video, the power of relevant visuals to enhance your message should not be underestimated from a psychological standpoint.

With audio copywriting, you’ve got the enthusiasm and emphasis that comes from your voice inflection and tone. But with multimedia content, you’ve got a lot more electricity to draw upon.

Of course, these words work exceptionally well in written copy, too. And by lightning, I mean words that will work for you when relationship building to invoke and engage emotion. The goal of this post is to give you some examples of words that bring the lightning. And yet the words you use in your persuasive writing to demonstrate that value and present that offer will determine to what degree people take action. The value of your content and/or your offer is what ultimately matters. 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?