Finding that magic formula to instantly convert your online presence—traffic, web pages, emails, and content—into profit is every business owner’s dream. But the reality is, success isn’t found in a single trick. Instead, it’s about weaving quality and trust into every aspect of your marketing to build a bridge between your brand and your customers. The good news? The foundation of that bridge lies in your choice of words. From branding and SEO to online profiles, social media, and website copy, your language is the first impression you make.

Words possess the power to inspire action; it’s the very essence of copywriting. However, with a language as rich as ours, crafting natural, compelling, and fresh content that resonates with your audience can be challenging. This guide equips you with a starting point—a selection of impactful words to create high-quality, trustworthy content that achieves the following:

• Reduces risk
• Reduces uncertainty
• Builds trust
• Encourages purchases
• Creates urgency
• Sparks curiosity
• Connects with your audience
• Communicates value
• Establishes authority
• Suggests growth or benefit Think of this as your go-to resource whenever you’re facing writer’s block, whether it’s for ads, emails, landing pages, or even a quick elevator pitch. However, don’t limit yourself to just these words. Let them be your springboard to uncover your unique brand voice and values. Once you’ve explored this list, be sure to check out our expanded collection of 273 (and counting!) Words to Use for Emotional Marketing Copy.

Words and phrases that minimize risk

By minimizing the perceived risk for your customers, you’ll make them more comfortable doing business with you. Incorporate phrases that reassure them against financial loss or long-term commitments. The aim is to create a sense of predictability and set clear expectations. Consider these words and related phrases:

• Money-back guarantee
• Unsubscribe anytime
• No inbox overload
• No obligation
• No purchase required
• Cancel anytime
• What’s the downside?
• Free returns/full refund, no questions asked
• Try before you buy
• Book a demo
• Speak with a [representative] to determine if [business name or product] is right for you. Notice the use of everyday language instead of complex jargon. It’s about resonating with your customers. Ideally, you should have a dedicated page outlining your guarantees and return policies, explaining their mechanics to assure customers of transparency. Importantly, always deliver on your promises. Unlock 135 impactful words and phrases for your marketing campaigns with our free guide!

Words and phrases that reduce uncertainty

Uncertainty is a major obstacle to conversion within your funnel. Building brand awareness is the first step to combat this. As consumers become familiar with your brand, trust naturally follows. A strong brand presence paves the way for a smooth transition from casual browser to loyal customer. Here are some powerful words that can reduce uncertainty and boost confidence, prompting visitors to engage further:

• First month/time period free
• See it for yourself
• No hidden fees
• Explore a sample report

• Money-back guarantee
• The [business name] guarantee
• Risk-free guarantee

Words and phrases that build trust

Reducing uncertainty is only half the battle when it comes to crafting effective marketing copy; building trust is equally crucial. Integrate these phrases to provide further reasons for your customers to continue engaging with your brand:

• Explore our testimonials page
• Read our reviews (Here’s how to get more)
• Visit our resource library
• Browse our FAQ section
• Chat live with a specialist

You’ll notice some overlap between the words and calls to action across different sections—this is intentional. Their meaning can shift depending on the context, serving different intentions effectively.

Words and phrases that encourage purchasing

Customers need to visualize how your products or services will positively impact their lives. However, shift the focus from the product itself to the value it provides and the ease of obtaining it.

• [Achieve the main benefit[s] you offer] by signing up today
• How can [business name or product] empower you to [achieve XYZ?] Discover for yourself!
• What’s holding you back?
• Give us a try!
• What’s in it for you? [Then provide a clear answer.]
• Seize this special offer
• An unbeatable deal
• Do you want to/Are you ready to [insert benefits of your services here]?
• Witness the results you desire/Real results
• Achieve growth/[other ultimate benefit your customers are seeking]
• Start achieving [XYZ] with [business name or product] now
• Become [adjective your customer wishes to become] with [business name/product] Knowing the right emotions, benefits, and achievements to emphasize will depend on how well you understand your customers. Our copywriting psychology tips can provide valuable insights. Eager for more copywriting psychology insights? Download our free guide » 25+ Brilliant Ways to Use Psychology in Your Copywriting

Words and phrases that create urgency

Limited-time sales promotions are fantastic for driving action. Use these words in your next time-sensitive offer:

• Download now/today
• Limited quantities available
• For a limited time
• Secure your spot
• Sale ends [Saturday]
• Don’t miss out - act before it’s too late
• Get it while it’s hot
• Last chance
• Can’t-miss/Don’t want to miss

• Offer ending soon
• Limited-time offer
• Download now
• Call today
• [Hours:minute:seconds] left to Even without a limited-time offer, incorporating words like “now” or “today” alongside your calls to action can significantly impact readers, encouraging them to act swiftly.

Words and phrases that spark curiosity

Effective copywriting encourages engagement on multiple levels. Whether you’re aiming for newsletter sign-ups, increased blog traffic, or compelling website copy, the key is to pique your audience’s curiosity and guide them further down the funnel. Here are some words to ignite curiosity and engagement:

• What if…?
• Insider
• Scoop

• Special
• Learn how to…
• Join
• Discover
• Imagine…

• Uncover
• Gain access to
• Unlock

• Find out
• See why The key here is to avoid being overly vague and always deliver on your promises. Clearly communicate the value or key takeaway, and then invite your audience to experience it firsthand with the help of your business.

Words and phrases that connect with your audience

Building personal connections with clients is invaluable for acquiring and retaining their business. As previously mentioned, consider your target audience’s problems, goals, challenges, and aspirations. Addressing these pain points and desires in your website copy, promotional emails, landing pages, and more demonstrates empathy and understanding, positioning your business as a potential solution. These words and phrases can help you achieve this:

• Ever wish you could/Ever wish there was a…
• Finally, a …
• At last…
• Are you tired of…
• We understand…
• We’re here for you/We’ve got your back

• Discover what it’s like to…
• Look familiar?
• Experience a world free of…
• You deserve… These words are rooted in the “bridge after bridge” strategy—one of five effective copywriting formulas. It involves identifying your potential customers’ pain points and guiding them towards a better version of themselves or their situation with your business as the solution. By visualizing a brighter future, the steps to get there become more appealing. To be clear, this is not about manipulation but rather about effectively communicating the problem your business solves or the ultimate benefit it delivers.

Words and phrases that communicate value

In addition to minimizing uncertainty, it’s crucial to instill confidence in your audience that your product, service, or offer is worth their investment. Quality remains a top priority for consumers, and addressing it in your marketing and ad copy is essential. Keep these words in mind:

• Top/Top-notch
• Premium
• Best value
• Equivalent to
• New
• Safe
• Secure
• Efficient
• Quality
• Custom-built
• Only
• First
• Quickest
• One-of-a-kind
• Harness the power of
• [Location]’s best
• Get the most out of your money

These are general statements of value. To refine your approach, consider what resonates most with consumers in your specific niche. Is it handmade? Eco-friendly? On-demand? Locally sourced? Specificity is key.

Words and phrases that convey authority

Simply using authoritative language doesn’t automatically grant you authority. Building a strong reputation requires producing high-quality content, promoting your business across various channels, building your reputation, and optimizing for Google’s ranking factors to secure a coveted first-page position. However, if you’re already a standout in your industry, niche, or community, incorporate these words into your marketing content to emphasize your expertise:

• Ultimate
• Top
• Best-in-class
• Premium
• Top-rated
• Expert-approved
• Cutting edge
• [Location]’s best
• [Location]’s only
• Leading
• [Location]’s #1
• Specialized
• Proprietary

Words and phrases that imply growth or benefit

If you’re tired of using the same words to describe the positive impact your business offers, try incorporating these for a refreshing change:

• Boost
• Improve
• Amplify
• Enhance
• Achieve

• Learn
• Reach
• Grow
• Prosper
• Fruitful
• Gain
• Reap the benefits
• Ramp up

Words and phrases that convey savings

Price plays a significant role in every consumer’s decision-making process. Use these phrases to highlight the value and affordability you offer:

• Save now
• Affordable
• Get your money’s worth
• Without breaking the bank
• Easy on your wallet

• Without straining your budget
• While staying within your budget
• Avoid unnecessary expenses
• Earn rewards
• Collect Language is a powerful tool. Choosing the right words can be the difference between impactful marketing phrases and those that fall flat. Remember, what works for one campaign might not work for another. Be strategic, conduct A/B testing, and ensure you’re using these emotional marketing phrases effectively. If you’re hungry for more, explore other neuromarketing techniques here.