12 Most Persuasive Words

A client recently asked me to share the 12 most persuasive words in the English language that I had mentioned in a sales training workshop.

Going back to 1963, experts have identified these twelve words as the most persuasive in the English language. Try using one or two in your next presentation, and watch for changes in how people react to your message:

1. You: The most popular word in the English language is “I”.Personalize your message so that your listeners feel you are talking directly to them. (Example: Ask, “What does this mean to you?” and stick in a benefit.)
2. Free: Remember that for most people it’s all about the money! And people want to save money! People want things that are not only free of charge, but also freedom of choice. This word gives the hope of liberation and expansion.
3. Save: Everyone loves to save money and time. Make the most of this word!
4. New: Freshness, innovation, change…everyone wants the latest, greatest thing.
5. Results: Everyone wants results – as long as they’re positive! Tell prospects what they will get, how they will benefit.
6. Health: Your listeners gravitate toward self-preservation. See if you can make a connection to your topic.
7. Easy: Your audience wants more ease in their busy lives. What can you offer? And the easier you make it for your customer to buy, the more they’ll buy!
8. Safety: This word conjures comfort and eases people’s fears.
9. Discovery: What an exciting and enthusiastic feeling from childhood this conjures! Most people want to be the first to discover the latest, greatest thing – convince them they can “discover it” and they’ll buy it!
10. Proven: The opposite of ‘new,’ this word ensures us that we are not taking risks. Be sure to back this one with data.
11. Guarantee: Remove the feeling of risk. Make people feel safe.
12. Love: Some sources say that this is the number one most persuasive word. Don’t overuse it. It becomes powerful when you know what your audience loves the most (Security? Price? Safety? Convenience? Family?)

ALL these words involve emotion. Be fearless in using them — emotion is the key to persuasiveness. Remember: people make buying decisions with their emotions and then justify them with data.

REMEMBER: There’s no magic to using these new words. And I’m sure you will discover that there’s no guarantee that this free and easy advice will increase sales – but it certainly won’t hurt. And that I guarantee!