Advertisers have known for years that certain words have great psychological impact on us. These words evoke deep feelings, bring back memories and often motivate us to look at things in totally new ways. Often the result is that we decide to try something we have never tried before.

Some of the most successful sales people I know use these same words to add power to their presentations.

Here they are…


1. Discover

This word evokes a feeling of opportunity, and suggests a better life. When you tell your clients that they will discover something, you will evoke the same feelings in them. eg. “Once you own this, you’ll discover just how easy life can be.”

2. Easy

Everyone wants more simplicity and the ability to do things more easily. If your product or service can make something easier for your prospect, use the word frequently and tell them how you can achieve this for them. It’s a word that relaxes, removes apprehension, and something everyone wants more of in their life.

3. Good

Good is not a high-powered word and that’s the secret of its success. It evokes stability and security. Consider the phrases, “As good as gold” or “As good as mother used to make” or “The good old days”. If some thing is good about your product or service, or it’s good for your prospect, use the word and explain how it’s good for them.

4. Save

Everyone likes to save. They like to save time, save money, save trouble, save hassles etc. It’s a powerful word. If you can save your client something, use this word during your conversations and presentations and demonstrate how you can achieve this. Sometimes saving money can be even better than making money.

5. Guaranteed

One of the greatest fears most people have is the fear of making a mistake or taking a risk. If you can guarantee the results you are presenting, tell your prospect this. It removes the risk and removes the fear. Putting it in writing is even better.

Many companies today know the value of offering a money back guarantee. In marketing circles it’s called “Risk Reversal” and buyers love it. Providing a Money Back Guarantee can double or treble the response of a direct marketing campaign.

If you can provide such a guarantee and you are not yet doing it, do it! We have provided just such a guarantee on our seminars, audio cassettes and books for more than 20 years now. Do unscrupulous people ever try take advantage of us? Yes sometimes a few do. However I’m convinced that the percentage of extra people who buy from us, because they feel safe as a result of our guarantee, far exceeds the minuscule percentage of people who try to steal from us.

6. Proven

People don’t like the idea of being a “crash-test-dummy” for somebody’s new idea or product. If your product or service is proven, use that word.

Better still, show them proof that it’s a proven product or can produce proven results. Collect testimonial letters from your existing clients and show them to new clients. If there are figures or photographs that you can use to show that something is proven, get them and use them.

7. Money

You knew it would eventually come up didn’t you? There is no doubt about it, money is a big motivator. Few people feel they have enough, and most people want more of it. If your product or service can save or make your prospect more money, tell them how it does this. If you can calculate how just much extra money can be made or saved over the life of the product, tell your prospect what this is.

This is called “cost justification”. Compare the amount of money they will invest to have the product, with how much extra it will make or save them. In this way you’ll be showing your prospect that your product will pay for itself, and then go on returning extra money on what they initially invested.

8. Safe

Safety is important to everyone. Whether it’s a safe decision, investment etc; or a product that is safe to use or provides extra safety for it’s owner, we feel secure and “safe” when we hear that word.

If we feel something is safe, we feel we can trust the product, service, person or company. It’s a powerful word.

9. New

If it’s new it must be better. At least that’s the psychological link that most Australians make. We love new things and we like to be on the cutting edge of new technology and new ideas. We are “Early Adopters” and one of the best examples of this has been the way Australians embraced the introduction of Cell Phones here in the 1980’s. I believe we are number one or number two in the world when it comes to the percentage of Cell Phones in use, compared with the adult population of Australia.

Almost everyone has one and every year a high percentage of users trade up to the newest version and replace perfectly good phones. So if what you have is new, you can be fairly safe in stressing this with your clients who in most cases will equate it with being better and able to give them advantages over their current situation.

10. Results

Bottom line results is the name of the game. If you have a product or service that can produce measurable, tangible results then make sure you talk in terms of these results with your prospects. Be prepared to prove your claims though.

11. Own

As a general rule most people don’t like to buy but they do like to own. Buying means making a decision and most people don’t like to make decisions, even small ones.

There is also an element of risk in most people’s minds associated with buying. However, owning something is an entirely different matter.

We love owning and enjoying the benefits of having things. So speak to your prospects about what it will be like when they own your product or service, rather than when they buy your product or service. Thoughts of owning rather than buying, transports your prospect into the future where they will associate your product or service with feelings of pleasure and of being safe.

12. Free

Advertisers really understand how this one presses our psychological buttons don’t they. We’ve all heard that there is no such thing as a free lunch, yet we can’t help being attracted to the notion that one day, some day, maybe today we will get something for nothing.

So when you structure your offer, consider including certain “extras” free. They will generally be perceived as “extra value” and a pleasant surprise. Another variation of free is …

13. Freedom

Freedom is something we all value highly. People die in the name of freedom. It’s a word we’ve been condition to desire.

Does your product or service provide freedom in some way?

Freedom to use one’s time more efficiently or to do the things we’d prefer to do. Freedom from boredom, drudgery, repetitive tasks. Freedom to enjoy life, time with our loved ones etc.

Freedom of choice. If you can deliver freedom to your prospect, use the word. It’s counts for a lot.

14. Health

To say our society is becoming health conscious is an understatement. The health industry is one of the fastest growing industries in the world today. Vitamins, health drinks, health resorts, health clubs (used to be called gymnasiums) etc are all the rage. If your product or service delivers a healthier life style in some way, tell your prospect how it will do this.

15. Best

Best is one of those “absolute” words that grabs attention. If something is the best, then it’s a one off. Nothing is as good. It stands out from the rest. It’s the best and everyone likes a winner. Advertisers have conditioned us for years to believe that “we deserve the best”. “Nothing but the best will do!” and Tina Turner has had us chanting at the football…”You’re simply the best!”

If your product or service is the best, then tell your prospect what makes it the best and be prepared to back up your claim with the facts and with the evidence.

We’ve also been conditioned to know that “the best costs a little more… but it worth it”. Ask a BMW owner why they don’t drive an Australian or Japanese made motor vehicle. They’ll tell you that BMW is the best. Is that true? Not necessarily, is it?

16. Investment

I guess you’ve heard this one before. When discussing the price with your prospect, don’t call it the price, call it the “investment”.

People don’t want to pay the price, but they are happy to make an investment. The word “investment” has a psychological link to a pay back over and beyond the amount of money involved.

Talk about the “return on investment” that your product or service will provide. Explain it as a business proposition with a handsome payback on the initial investment. Work out the figures and present them to your prospect.

Well there you have them, all 16 Power Persuasion words.

Anyway until we speak again…

Have a great week this week. Make it a great week!

Wayne Berry - Wayne Berry CSP Australia's TOP GUN® Sales Coach and most in-demand speaker on Sales, Sales Management and Negotiating. TOP GUN® Business Academy Web Site: 11 Long Island Point, Patterson Lakes. 3197. Melbourne. Australia. Tel: +61 3 9521 0500 Fax: +61 3 9521 0499 1300WAYNEBERRY
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