Copywriting Tips: The 12 Most POWERFUL WORDS To Use In Marketing

Let’s face it… Online marketing is all about communication. The better your writing and speaking skills, the more success you will create and the more money you will make.  Web copywriting, which is the term for the words and phrases you use in your sales letters, capture pages, emails, and any other form of written marketing communication, is probably THE biggest determining factor in your effectiveness as a marketer.

It’s the words you choose that will make the difference between ‘Hmmm… This looks alright’ and ‘Wow, I’ve gotta get this NOW!’  Your web copy is what makes or breaks the sale.

Think of copywriting as painting a beautiful and multi-colored picture with your words.  The goal is to entice your reader and weave them into your world and your story.  The most effective copywriting is chock full of emotionally driven words and really hits your readers on a very personal level.  Don’t try to appeal to logic… Buying decisions are almost always more ’emotionally charged’.

So clearly, not all words are created equal when it comes to web copy.  Marketing researchers have now determined what they believe to be the MOST POWERFUL words you can possibly use in copywriting. These are words that have actually been proven to be the highest converting words in existence!  I actually got this list from one of my mentors, Eben Pagan.  It’s a simple one, but truly effective…

So here they are… The 12 Most POWERFUL WORDS To Use In Web Copy:

1. YOU



4. NEW








12. FREE

These 12 words contain 10-100 times more value and more ‘punch’ than almost any other word in the English language.  It’s communication with an IMPACT!

Let me know what your thoughts are by leaving a comment down below.  It’s always great to get feedback!

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{ 46 comments… read them below or add one }

Rodney Jansen May 20, 2009 at 4:15 pm

Here are the 12 most powerful words used in a sentence.

You inpire those of us that follow you. From the day people opt in to your free 7 day training course a new life of discovery awaits, enriched with better health and more money.
I gurantee that if people follow your proven priciples and teachings, their lives will be enriched with more friends and a circle of love that they have never known. No one said that our journey in life will be easy, but it sure is nice when you find someone who can show you the right steps to take. Thank you for being there!


Diana Bekkerman May 20, 2009 at 4:16 pm

Thank you Katie for all the info you’re giving. To me your info is a goldmine of content about marketing – the skill I turned to learning just recently. I’m recommending your blog to all who are interested.
Wishing you fulfilment and abundance,


Carol May 20, 2009 at 4:19 pm

Thank you for this valuable information, Katie. You are much appreciated. You come across as a sincere, generous spirit and that is always a good thing:) Done with the cleanse? More power to you! -Dr. Carol


Rodney Jansen May 20, 2009 at 4:22 pm

My Bad…. 10 words out of the 12. Can you find which ones I missed? Help me complete this sentence.


Art May 20, 2009 at 5:41 pm

Hello, again Katie,

I can see how powerful these 12 words are in copy writing.
Another word that hits home and that would get my attention
and/or emotion is the word DESERVE like “you’ve worked so hard
all your life, you DESERVE this break,etc.” You are leading
your reader to a consummate close, without any pressure. And, consequently, he will close himself effortlessly.

As always,thank you for sharing.



Gary May 20, 2009 at 6:45 pm

Great words. Just remember not to sacrifice integrity for the word power. ‘Free Shipping’ for example sacrifices integrity because everybody knows that UPS and other shippers never ship for free. ‘Free Shipping for orders greater than $100’ is integrous because the customer can plainly see that the product prices have not changed but the shipping cost has been eliminated.


Diana Janz May 20, 2009 at 7:44 pm


Thank you. I really appreciate you and your knowledge.



Quinn Coats May 20, 2009 at 7:56 pm

I’ve always said, “You learn something new every day”. Since following Katie, I’ve discovered a completely new meaning for this phrase. I love getting this kind of valuable information. Thanks Katie!


Tim May 21, 2009 at 12:30 am

Hi Katie,

Thanks for the list. Yes indeedy, very powerful words. Would work equally well in the spoken context to I imagine. I look forward to learning more with you.




Fathi Ridwan Basalmah May 21, 2009 at 2:21 am

Thank you very much….Katie.


Brian Esbaugh May 21, 2009 at 2:33 am

Simple and yet powerful info.

Very easy to implement into your various forms of copy.

Thanks again Katie.



Melissa Dominguez May 22, 2009 at 6:21 am

Hi Katie. I agree with you when you say that the most effective copywriting is the one that reaches someone in an emotional and personal level.

When your readers relate to your words and they can actually say “ok, this is me in the story, I’ve been through all this!” they will be much more likely to buy.

This list of words can be used when creating a headline because we know that the headline is the most important piece of your content that will get the reader to even read the rest of your article or sales letter. Using them will increase the chance of people reading the whole thing.

Thank you and I will be studying them more.

By the way, I’m a big fan of your blog. Thanks for all the effort of putting it together. Great job Katie!


Brandon May 23, 2009 at 12:39 am

This is good advice for aspiring copywriters, Katie. I’ve added this blog post to the “Additional Resources” section of my online copywriting tutorial:

Have a good weekend.



henry May 23, 2009 at 4:26 pm

I got all your advices and learner how to marketing on the net. thank you so much for your kindess. :)

have a nice day!


superimtips June 4, 2009 at 12:51 pm

There are a lot more power words that you can use! Thanks for the post it’s a nice reminder on the power of words 😀

superimtips’s last blog post..Twitter Tools Top Tools For Your Pleasure!


Keith Jenkins June 7, 2009 at 2:58 pm

I copied and pasted those right onto a blank word file and I’m saving that!!


jack parlevliet June 7, 2009 at 9:36 pm

The 12 words blog was very helpful, i an editing the scripts i am writing for my blog videos that i am making. This is one of the most informative hands on step by step blogs i have ever seen. You rock and more than that you are helping others to rock as well. i can’t wait for the last two videos in your 7 day course I have learned more in the last week than i have in the last 2 years.
thank you for all your work. really


Marc June 13, 2009 at 4:29 pm


I like it. I am going to test writing a bunch of article titles using those words in various amounts… the first title has 7 of the 12… that MIGHT be going overboard… but hey we’re trying to stand out here.

I’m going to test using more/less, and obviously I’ve already used some of these before. Hey, maybe I’ll even come back here in 2 days or so and post my results… actually longer than that.. it’s the weekend. So maybe Tuesday…]

Hey, shot in the dark… what would you sell as a back end to a list of “get your ex back” prospects? Dating advice right? Any specific ideas?



Marc June 13, 2009 at 4:33 pm

Hey, on another note… Eben Pagan is one of your mentors? That’s totally awesome. As a student of MC2.0, I consider Frank one of my mentors… and the only other person I like to follow is Eben.

These two guys are killing it.


Anjuelle Floyd June 22, 2009 at 5:45 am

This makes so much sense.

Thanks so much for the info.


Online Loan July 9, 2009 at 4:10 pm

wow glad to find your tutorial and read this. I this it


Loren Woirhaye July 10, 2009 at 7:15 pm

There is a 13th word to add to this list – from Dennison Hatch’s “Million Dollar Mailings” (an invaluable reference from a true expert for both web copywriters and direct-mail copywriting).

It is “SAFTEY”


Smith July 12, 2009 at 1:26 am

It will be nice if you visit my blog too. it is about Quantum Physics for everyone interested.
Don’t forget to comment there though :)


Martin Russell July 14, 2009 at 1:46 pm

Hi Katie,

One question I always ask in these situations is, “How do you know? ie What is the evidence?”

I know at least one marketer who will claim that seven of those 12 words are, to a greater or lesser extent, likely to DECREASE sales.

Copywriting is a fascinating skill, and ultimately the only true experts are the buyers.
.-= Martin Russell´s last blog ..“Conspiracy of the Rich”- A Review =-.


Kat Krug July 28, 2009 at 10:33 pm

I’m glad we have folks like you that do the dirty work for us newbies and are willing to share your golden threads of knowledge. Thanks, Katie.

P.S. Loving the Social Media Marketing class that you help instruct. Awesome information. After last nites class with you, I put up my first YouTube video today.

Thanks so much, Katie.


August 10, 2009 at 9:47 pm

Great Work again Katie, this is so helpful, as per usual!


Adrian Farray August 19, 2009 at 11:21 am

Awesome Katie,

Thanks much for the great content. This kind of info is guaranteed to produce results and save alot of wasted energy.
I’m really enjoying the Blog Mastery Training as well.

Thanks again,

Adrian Farray
.-= Adrian Farray´s last blog ..Hello world! =-.


Alex Lim August 31, 2009 at 4:41 am

Thanks Katie for your ideas.
I just want to know if these words were arranged according to their value. I’m just wondering why “you” is in the first place when what bloggers usually should acknowledge is what they can offer to their audience just like #2 and the rest implies. ss
.-= Alex Lim ´s last blog ..Tony Robbins, Frank Kern, And John Reese Interview =-.


buff September 17, 2009 at 11:03 am

thanks for sharing the terrific list…
and for all that you are constantly sharing.
you set a great example, katie;

.-= buff´s last blog ..Hello world! =-.


Jason Kerchner September 22, 2009 at 8:25 am

Thanks for sharing these, Katie! I especially like the first one, “you”. The most basic rule of copywriting is to have a dialog with your prospect. They’ve got a conversation going on in their head, and good copywriting anticipates their questions and answers them.
.-= Jason Kerchner´s last blog ..The Question to Answer for a Profitable Network Marketing Business =-.


Bob Funk September 28, 2009 at 3:49 pm


Words are energy that makes communication run or stall. look how simple those tweleve words are and how much punch they contain. Everyday it is proven that love is free to you and the results will save money in the discovery of new health your gurantee.


City Sylvester October 8, 2009 at 7:25 pm

Thanks for sharing this. I found out the hard way a while back, that most of my sales copy was lacking the emotional cues, I needed to pull in costumers.


Shannon Tecson March 7, 2010 at 3:54 pm

Aloha Katie!
Thank you for sharing…I am loving this new language I am learning! It is so fascinating 😉
.-= Shannon Tecson´s last blog ..Amongst Other Gifts You Can Gain Through A Home Based Business =-.


Chuck Bluestein May 22, 2010 at 9:22 pm

Yes it is good to use those words in copy. One guy found that titles that mention odd things get more traffic to the article. Like when mentioning an amount of moeny do not use a round number. This guy had an ad with a title like One Eyed Fisherman Makes $87,000. He had one eye that was lazy.
.-= Chuck Bluestein´s last blog ..Senator Arlen Specter =-.


Sukie Baxter May 26, 2010 at 4:51 am

Nice! These are definitely 12 words that I respond well to.
.-= Sukie Baxter´s last blog ..Rolfing is NOT Torture =-.


michael June 21, 2010 at 10:06 pm

Are you sure these are the most powerful words used in copy-writing. Copy writing is more of a concept than just writing words. michael


Jennifer May July 12, 2010 at 11:32 pm

Thanks for the list Katie! I personally have used a few of these words in my subject lines and they get great results! Very powerful words… and definitely will be using more of them! :)
.-= Jennifer May´s last blog ..The Entrepreneur’s Mindset – 5 Simple Tasks To Feed Your Mind =-.


TJ Chambers July 23, 2010 at 11:35 pm

Thanks for the 10 words. I will work on incorporating them and see what the results are.
.-= TJ Chambers´s last blog ..Jul 21- MLM Lead Generating Training With Cutting Edge Marketing =-.


Social Media Trainer September 15, 2010 at 1:01 pm

Great post, i think blog posts like this add so much value to the marketing community,i have learnt some valuable info from you. Keep it Up! Sincerely, The Social Media Trainer


Social Media Trainer September 15, 2010 at 8:53 pm

Great post, i belive blog posts like this add so much value to the marketing community,i have learnt some valuable info from you. Keep it Up! Sincerely, The Social Media Trainer


Joe Shaw September 28, 2010 at 12:22 pm

Great Post! I actually wrote down those awsome copywriting words and printed them out so I could tape it onto the side of my monitor. That way as I write I can keep those words in memory!

Joe Shaw
Joe Shaw´s last blog post ..Simple Systems Help Families Businesses Make Money


Carlos M. September 28, 2010 at 1:56 pm

Hi Katie,

This a great list to use :)
Carlos M.´s last blog post ..Demi Lovato Tells Americas Next Top Models She Was Bullied


Luis October 4, 2010 at 6:11 pm

Hi Katie,

I appreciate you sharing the list with us
Luis´s last blog post ..Losing Weight with Green Coffee


lizeth January 28, 2011 at 9:20 am

Wow! Thank you!


Nick Logan April 20, 2011 at 8:22 am

Hey Katie…How are you? It’s been a year since our SD trip…We are coming out again in a few weeks.
I did a search on power words and to my surprise found your blog post listed #3
Impressive. Proof that blogging is powerful. Nice work.


Canine Training Today August 12, 2011 at 5:34 am

It is probably one of the hardest things that I have found to learn in this business, to be able to write headlines that grab attention. Let’s face it, getting someone to read what you write is the key to traffic. If you don’t get traffic you won’t be in business long. Everyone would do well to keep them handy and use them often. Thanks!


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