Common words that suck emotional power out of your content
Every word has an emotion attached to it.
Every reader, regardless of profession or IQ, has an emotional reaction to your words. It is hardwired into the brain.
So when you are writing a blog post or other content for online marketing, your choice of words is important. Need convincing?
Legendary copywriter John Caples made a life study of persuasive writing. Once, he changed the word “repair” to “fix” in an ad and achieved a 20% increase in response. One word!
That illustrates an important rule of word choice for writers: When emotion meets intellect, emotion always wins. Analytical words activate the reader’s analytical brain instead of triggering an emotional response. Here is an example.
How would you respond to getting this email?
YOUR NAME HAS BEEN SELECTED BY COMPUTER TO PARTICIPATE IN A PRIZE-AWARD PROGRAM IN WHICH PRIZES ALREADY HAVE BEEN ALLOCATED. TO RECEIVE YOUR AWARD YOU ARE REQUIRED TO PHONE FOR AN APPOINTMENT BEFORE THE EXPIRATION DATE ABOVE.
It is loaded with intellectual words like “selected,” “allocated,” “receive,” and “required.” I think anybody with a pulse would be left cold by this message.
What if we replaced the intellectual words with emotional words? We might get something like this:
We have great news for you. You’re already a winner.
Here’s how you claim your award …
It is essentially the same information. But the words are far more likely to trigger a response.
Weeding the content garden
Like weeds in a garden, intellectual words can creep into your copy, choking its emotional impact. It is so unnecessary. When you are on the lookout for them, it is easy to shift word choice in favor of emotion. Here is a reference guide to get you started, courtesy of my copywriting hero Herschell Gordon Lewis.
Boring or persuasive? You choose
Every good piece of copy has an emotional outpouring of words. But there is a big difference between writing with emotion and dumbing down your message. It comes down to understanding people.
People make judgments about you, your ideas, or your brand based on emotion. Then they justify their response with logic. It happens in that order.
Your challenge as a blogger is to choose words that arouse their senses and lead them to their logical conclusion. Intellectual words don’t do that. They make you sound smarter. They also make you sound boring.
What would you add to the intellectual/emotional word list?