The 20 Hottest Words in Advertising

Peady’s Selling Engagement sponsored by IRD Prospector

Over the years it has been proven that there are certain words that when used in advertising really resonate with consumers. 


It seems that many of these words have been “trained” into their minds over decades of continued use, so that today they are “markers” which automatically create impact and draw attention. 

David Ogilvy said: 

The acknowledged father of modern advertising advised: “what you say in your advertising is more important than how you say it” 

20 Hot Words 

Using “hot” words in advertising together with frequency, placement and the right creative can go a long way to help ensure your client’s campaign is a success. 

Here are 20 of those magical powerful words: 

        –  You / Your

        –  Free

        –  Easy

        –  Simple

        –  Save / Savings

        –  Now

        –  Why

        –  New

        –  Proven

        –  Announcing

        –  Introducing

        –  Secrets

        –  Guarantee / Guaranteed

        –  Yes

        –  Safe / Safety

        –  Health / Healthy

        –  Love

        –  Results

        –  Unlock

        –  Powerful

When you read this list it really makes sense why they are so impactful. Most are emotional and we all know emotion sells.

Consumers don’t always “buy” goods and services logically, they do it emotionally and then later justify it logically. 

Maybe one or two of these proven words should be included when you are next creating a campaign or briefing your creative people? 

Here’s another angle….I wonder how often you use these same emotive words in your selling or prospecting conversations and emails? 

Just a thought! 

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About the author 

Stephen Pead is a media industry veteran of 30 years with significant experience in direct sales, sales management and general management. He is based in Sydney and specialises in helping SME’s market their businesses more effectively and providing training for salespeople and sales managers.
He can be contacted at [email protected]


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