How to Supercharge Your Copy Using Persuasive Verbs
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Persuasive verbs are a valuable tool in any copywriter’s toolkit. An example of action-oriented language, persuasive verbs have the power to motivate audiences and drive them to take specific actions – the primary goal of conversion copywriting.
Whether you’re writing detailed website copy or a brief social media post, persuasive verbs can help set the right tone and instantly transform your message from basic to compelling. In this post, we’ll explain how to incorporate persuasive verbs into your writing. Plus, we’ll explore some real-life examples that you can use as inspiration for refining your copywriting craft.
What Are Persuasive Verbs?
In marketing copy, persuasive verbs are words that inspire readers to take specific actions. These types of verbs go beyond simple descriptions and encourage the reader to take immediate action. Unlike basic verbs, such as get, click, or find, persuasive verbs evoke powerful emotions, inspire urgency, or create a sense of necessity. Examples of persuasive verbs in copywriting include:
- Boost your productivity with this one trick
- Discover the secret to flawless hair
- Grab it before it’s gone
- Unlock exclusive content by subscribing to our newsletter
- Act now to save 20%
- Transform your savings with this one step
- Join our community of experts for more
Persuasive verbs stand out because they emphasize results and suggest the reader will miss out on something special if they don’t take immediate action. For example, if potential customers are browsing a website and are unsure about a purchase, persuasive verbs could inspire a desire to act quickly on a limited-time offer.
How to Use Persuasive Verbs Effectively
If you want to include persuasive verbs in your writing, here are some tips on how to use them effectively:
Know Your Audience
When using persuasive verbs, it’s important to understand your (or your client’s) audience. The first step is to research the copy’s target audience and establish key demographic and psychographic information. Then, you can incorporate verbs that are likely to resonate with that group.
For example, if you’re writing about a meal-delivery service targeted at busy professionals, verbs like simplify, streamline, or maximize could appeal to their desire to save time, which is likely their main motivation in seeking preprepared meals. For health-conscious customers who prioritize nutrition over saving time, use verbs like nourish and energize to appeal to their desire for wellness.
Essentially, understanding what your audience values helps you select verbs that speak directly to what matters to them, motivating your readers and making your message more impactful.
Create a Sense of Urgency
The goal of most copywriting is to prompt readers to take a specific action, such as making a purchase or signing up for a newsletter. The faster you can accomplish that goal, the better. Most adults have an attention span of about eight seconds, so if you don’t grab your reader’s attention immediately, you risk losing them for good. Persuasive verbs inspire a fear of missing out (known as FOMO) and encourage readers to act before it’s too late. Use them strategically to boost conversion rates for time-sensitive offers, limited-time promotions, or calls to action (CTAs).
Be Specific and Action Oriented
Generic verbs such as get or do lack that certain punch to motivate readers or provoke a reaction. Instead, use specific, action-oriented power words like achieve, accomplish, design, and improve to paint a clear picture and allow the reader to visualize the value of taking action. Use active voice, rather than passive, to put the focus on the reader and the desired action.
Align Verbs With the Desired Outcome
Ensure your verbs align with the outcome readers are searching for. For example, when selling a high-end product or service, use verbs such as indulge, experience, or elevate to evoke feelings of exclusivity and luxury.
In addition, avoid diluting your message with ambiguous language. For instance, instead of the unsure “You can optimize your productivity with these steps,” shorten it to the more confident “Optimize your productivity with these steps!”
Examples of Persuasive Verbs in Copywriting
If you’re looking for inspiration for your own writing, here are three examples of persuasive verbs in action.
1. Ogeechee Technical College
This CTA from Ogeechee Technical College inspires a sense of urgency with the use of hurry and claim, which indicate that the reader could miss out on a spot if they wait to sign up:
2. Sephora
This pop-up ad from makeup company Sephora urges action by creating an air of mystery with the word reveal. Using the verb scratch instead of the generic click also encourages the reader to act because scratch is often associated with winning money or prizes (e.g., scratch-off lottery games).
3. Godiva
In this CTA from chocolate company Godiva, using unlock instead of a more generic verb (e.g., get, receive) suggests the possibility of accessing something previously out of reach. This creates a sense of exclusivity.
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