In the post, Pay Per Click Headlines: 3 Ways to Change It and Increase Your ROI, we discussed how what may seem like small little changes to your headline can produce big results. Continuing in this vein, we will discuss the most powerful words in the English language – and how you can use them in your body copy to increase your ROI.
In his book, How to Make Presentations that Teach and Transform, Garmston references a Yale study on words. He writes:
. . . the most powerful words in the English language are those “that affect us most directly.” They include you, easy, love, free, save, discover, health, success, proven, guaranteed, results and new. They are powerful because everyone is concerned about health, safety, relationships and security.
Now that you know what the words are, how can you use them to increase your Pay Per Click ROI? Perhaps the best way to explain it is to tell you the best thing not to do.
Don’t Try to Sell Every Benefit
This is one mistake many Pay Per Click marketers make. It’s ineffective because it can muddy your primary message. Remember, the goal of an AdWords ad is to get qualified prospects to click. State one or two benefits that you think will appeal to your target audience – and marry it with one of the above words.
For example, Valentine’s Day is right around the corner. An effective ad using two of the seven most “powerful words” might read something like:
Valentine Roses: $18.95
Free Shipping If Order Recd by 2/13
Guaranteed, On-Time V-Day Delivery
www.xyzrosesite.com
The benefits stated in this ad are “free shipping” and “guaranteed delivery.” These are two critical benefits that appeal to someone who really wants to send roses to their special someone on Valentine’s Day.
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