Marketing is built on language. The words you choose for your homepage, social media accounts, and packaging can spark emotion, build desire, and drive customer action.
Making minor tweaks to your messaging may not make much of a difference, however. It’s adding power words—those short, high-charge terms like “unlock,” “steal,” and “instant”—that nudge people to click, engage, and buy your products and services.
Learn more about what power words are and how to slip them into email newsletters, digital ads, and website copy to tap into your customers’ core emotions.
What are power words?
Power words are charged, persuasive terms that elicit a strong emotional response from readers. They generate feelings like excitement, trust, or fear to spark action. Marketers deliberately sprinkle these words across social media captions, product pages, and calls to action (CTAs) to give their messages extra oomph. When woven into your content, power words help your brand copy sound more compelling, and that can turn a potential customer into an active one.
Where to use power words
- Homepage copy
- Newsletter text
- Product descriptions
- Calls to action
- Social media updates
- Product packaging
You can pepper powerful words into nearly every customer touchpoint. Whether it’s the headers on your sales pages or the copy on your product packaging, these persuasive words infuse extra emotion and impact:
Homepage copy
Your homepage is a foundation of your company, so the words there should greet visitors like a door flung open wide. A punchy headline or tagline with grabby, emotional words can instantly explain what makes your business special. The right phrasing sets the mood—whether that’s excitement, comfort, or curiosity—and encourages shoppers to click through your products, sign up for your mailing list, and become engaged with your brand.
Fly By Jing, a Sichuan hot sauce company, has a homepage with a banner that declares, “Your New Instant Obsession,” which is positioned next to their signature chilli crisp sauce and a mouthwatering noodle dish. The power word obsession grabs attention: The product is irresistibly good.
Newsletter text
Email newsletters are your chance to speak directly to customers in a more intimate space—their inbox. The right power word in a subject line or greeting can spark anticipation or comfort, giving readers the sense that opening your email will offer something special.
California candle and fragrance maker Soleia Lane sent an email newsletter that introduced the brand’s Pebble fragrance with a slew of calming, sensory words. It gives readers permission to turn their everyday life into a coastal sanctuary.
Product descriptions
A good product description doesn’t only list features; it also conjures imagery of how the item will improve your customer’s life. Power words help turn basic details into enticing benefits, giving shoppers that extra push to add it to their cart.
The product page for Troubadour, a luxury backpack, apparel, and accessories company, describes its Apex Travel Duffle with the phrase “uncompromising functionality.” This signals the brand refuses to sacrifice quality and frames the bag as high-caliber and worth the price.
Calls to action
A call to action (CTA) is a marketing term that describes any instruction designed to provoke an immediate response. It may be something small like button text or a signup headline, but it can carry a lot of weight. A carefully chosen power word in this context can nudge hesitant shoppers over the finish line. Compare a generic “Buy Now” button to “Grab the Goodies” or “Join the Fun.” The latter examples promise a benefit or experience, not just a monetary transaction.
The website for Artisaire, a company that sells wax seals and accessories, displays a newsletter sign-up pop-up with “We Promise We’ll Write,” offering 15% off for subscribing. The power word promise in this CTA builds trust that the brand will deliver something worthwhile if you interact with them.
Social media updates
On social media, you have only a split second to catch someone’s attention. Using emotional power words in your caption can hook followers and quickly convey your brand’s personality. Whether you’re going for humor or inspiration, using the right language can prompt people to pause, tap the like button, or click your link to learn more.
A weekend-themed Instagram post from Tower 28, a company that offers clean beauty products for people with sensitive skin, shows its SOS Rescue Spray and SPF products by a pool, captioned with a friendly reminder about sunscreen. The brand uses the word “rescue”—both in the product name and their social post—to tell followers that their product can save the day.
Product packaging
The language on your packaging can grab customer attention even when they aren’t on their glowing screens. Printing a fun or heartwarming power word on a box or product label can turn an ordinary package delivery into a memorable brand moment.
Brightland, a company that makes artisanal olive oils, vinegar, and honey, uses its shipping box as a way to greet its customers. Printed with the message, “A Little Bit of Happiness All Bottled Up,” the word “happiness” helps create a joyful unboxing, making the buyer feel eager and appreciated before they ever use the product.
How to incorporate power words for every purpose
- Elicit urgency
- Convey ease of use
- Stir curiosity
- Build trust
- Stress value and savings
- Communicate exclusivity
- Signal popularity
Below, we’ve rounded up 70 potent terms (and a few power phrases) you can insert into your marketing copy to capture a reader’s attention. Consider this your cheat sheet for all the sentiments and corresponding power words that pack a punch:
Elicit urgency
Words that convey urgency can tap into FOMO (fear of missing out) by suggesting time or supply is running out, making people want to act right away. For an ecommerce store, using these types of power words for product launches or sales creates excitement that drives quick purchases instead of “I’ll think about it” delays.
Shoe company Rothy’s website promotes a new style with a “Limited Edition” badge on the product photography. “Limited” signals scarce availability, letting shoppers know they’ll miss out if they don’t grab the almond slingbacks soon.
10 power words that elicit urgency:
1. Limited
2. Hurry
3. Now
4. Last chance
5. Only
6. Don’t miss
7. Act fast
8. Ending soon
9. Final
10. Tick tock
Convey ease of use
Shoppers tend to shy away from products that seem complicated or high-maintenance. That’s why words that suggest simplicity help assure potential customers your product will be a breeze to use. By highlighting how effortless things are, you remove friction and give customers confidence they won’t regret their purchase.
Luggage company Away’s product description for its carry-on suitcase mentions a “durable, lightweight shell” among the features. The word lightweight reinforces ease of use, telling shoppers the luggage won’t drag them down during their adventures.
10 power words that convey ease of use:
1. Lightweight
2. Easy
3. Simple
4. Effortless
5. Hassle-free
6. Quick
7. Instant
8. User-friendly
9. Straightforward
10. No-fuss
Stir curiosity
Teasing the curiosity of your target audience is a tried-and-true way to earn their attention. Power words that hint at secrets, discoveries, or inside knowledge make people itch to find out more. When you drop one in a headline or product name, you’re essentially saying, “Psst, there’s something interesting here,” and intrigue can prompt more scrolling and clicking.
On Jaxon Lane’s skin care product page, the copy notes its Bro Mask has “a cult following with celebrities.” The term “cult” immediately makes shoppers curious—who wouldn’t want to know what the fuss is about?
10 when you need to stir curiosity, power words can help:
1. Cult
2. Secret
3. Sneak peek
4. Unlock
5. Insider
6. Mystery
7. Surprise
8. Revealed
9. Confession
10. Forbidden
Build trust
If people don’t feel confident about your brand, they won’t buy your products. To build trust, you need to reassure shoppers your business is genuine, safe, and high-quality. Peppering in trust words can help remove doubts and show customers they won’t get burned by taking a chance on you.
Athletic apparel retailer Gymshark’s site advertises a clothing collection with the lines “Varsity. Best in Class” and “Comfy enough for campus,” spotlighting the coziness of its apparel. The word “comfy” assures customers the product will deliver on its promise of a relaxed feel, reinforcing how the activewear brand cares about quality and customer satisfaction.
10 power words that build trust:
1. Verified
2. Guaranteed
3. Safe
4. Proven
5. Official
6. Tested
7. Certified
8. Secure
9. Reliable
10. Shield
Stress value and savings
Everyone wants to feel like they’re getting a great deal or making a thoughtful investment. Value-driven words highlight how much bang for your buck a customer will get—whether it’s a discount upfront, freebies, or long-term benefits that save them money over time.
Portable carbonation device company Aerflo’s product banner uses the line “Buy once, (re)Use forever” to promote its reusable carbonation capsules. The word “forever” highlights long-term value, signaling that one purchase saves the customer money in the long run.
10 power words that stress value and savings:
1. Forever
2. Lifetime
3. Free
4. Sale
5. Save
6. Discount
7. Bonus
8. Bargain
9.Affordable
10.Deal
Communicate exclusivity
There’s an allure to things that feel exclusive. When your copy suggests that a product is limited to a select few, it makes customers want to be part of that in-crowd. Terms that highlight exclusivity give people the thrill of access to something not everyone can get, making them more eager to buy.
Citizens of Soil’s homepage mentions its “super small-batch” olive oils alongside a limited-edition release. Describing the oils this way conveys that these products are made in tiny quantities and won’t be around forever.
10 power words that communicate exclusivity:
1. Small-batch
2. Bespoke
3. By appointment only
4. Members-only
5. VIP
6. Rare
7. One-of-a-kind
8. Invitation-only
9. Handcrafted
10. Premium
Signal popularity
If lots of people love something, new customers are more likely to give it a try. Conveying your popularity in your copy shows that a product is in high demand or widely adored, which adds a component of social proof. Labels like “bestseller” or “viral” tell shoppers they’re picking something that others already swear by.
Makeup company Glossier’s announcement of its Banana Pudding lip balm brand collaboration with Magnolia Bakery calls the dessert that inspired it an “iconic” treat. By doing that, it’s elevated the new product to something already legendary and widely loved.
10 power words that signal popularity:
1. Iconic
2. Bestseller
3. Popular
4. Favorite
5. Trending
6. Famous
7. Hot
8. Must-have
9. Viral
10. Beloved
Power words FAQ
How can you test the effectiveness of certain words?
Test specific words by running A/B testing experiments in your marketing content. For example, create two differing versions of ads or email subject lines and compare the results. Track the metrics for each version to see which wording lands best.
What are examples of strong, empowering words?
Those types of words are terms that express positivity, confidence, and inspiration. They make your audience feel uplifted and capable. Examples can include terms such as personal growth, strength, or success.
How do you cultivate a powerful brand voice?
To hone your voice, map out your brand’s personality and core values, then consistently write your brand copy in a style that reflects that identity. Make sure every piece of content, from product pages and social captions to customer support replies, uses verbiage and tone that match your brand’s character.
