According to studies, the following words have been discovered to be the most powerful, especially when trying to sell or persuade. Additionally, in our industry there are specific words provoking emotion that you should try to insert into your conversation and emails.

Try to tailor your pitch to the customer’s personality, and use trigger phrases that match. Take note that in our “Killer One-Liners” series most phrases include the word “Veteran” or “Veterans”, and the reason is simple:

The word “Veteran” evokes emotional responses like: honor, valor, patriotism, dedication, selflessness, sacrifice, family, culture, America, etc. (all of these are also trigger words in our industry) and believe it or not even feelings of guilt for some. Discover best results with these proven trigger words.

For example, your pitch intro could include the following sentence:

“We are looking for a few patriotic businesses to honor local Veterans with a sponsorship ad, and we thought you’d be a good fit”. (Pause)

In the above example, this one sentence uses 5 trigger words.

Check out the following additional power words:

  • YOU

YOU can do something today that may help a disabled Veteran or simply help a Veteran find a job. If it wasn’t for folks like YOU, the FREE resources we provide to local Veterans wouldn’t be possible.

Still number one after all these years, and with good reason, YOU is the most powerful word in advertising for a reason—it’s personal. Let’s talk about you. You are interesting, and you find yourself interesting. Let’s be honest, when it comes to you, you’re all ears. If I make a promise to make people rich, you may be interested. If I promise to make YOU rich, that’s a different story. You is a word that must be used when talking to your customers, because that’s who you’re addressing. And when you do that, you’re talking about a person’s favorite subject. It’s so powerful, many writers (especially in direct response) will not use a headline unless it has you in the title. I wouldn’t go that far, but you is definitely something that YOU should always consider.


I know your goal is Healthy commissions! We do not guarantee results, but we do guarantee healthy exposure! (Results and guarantee are also highly ranked power words, but they must be used cautiously. Therefore, we steer clear of their use)

This is used a lot these days, and not just when talking about physical health. Perhaps the most commonly-used variation is “improve your financial health,” and it works because we all know what good health is. If you can make a promise of good health, be it in a food, service or something else, you are doing well. But again, don’t abuse the word. KFC did this when promising their “healthy” Kitchen Fresh Chicken. The consumer is gullible sometimes, but not often, and not to that degree.


Discover exciting new strategies and tips to expand your reach and your commissions!

Discover is a promise of something more to come. Like unwrapping a gift on your birthday, discoveries always bring a sense of excitement and adventure. And any time you evoke those fond childhood feelings, you’re on a winner.

  • LOVE

You will love our mission!

This one has multiple meanings. You can be “in love” with something (like new shoes) or you can “love” how well something works or performs—”I love how white it gets my whites.” Either way, love is a strong word. Of course, you must be judicious in its use. Its one thing to say “you’re going to love the way it smells” when talking about a perfume. It’s quite another to say “you will instantly fall in love with our toilet cleaner.” Really? No one falls in love with a toilet cleaner (unless, of course, it’s part of a very tongue-in-cheek campaign). Remember, love may work well, but don’t lay it on too thick. That’s the power of love.


When offering a new product, not a new version of an existing product, there’s a hump that you need to get over. It’s basically “buyer beware,” because the customer is dealing with an unknown. They can wait to see what the reviews on the product or service are, or they can ask friends and relatives. But one way to get over this hump is to provide the proof yourself. For instance, a famous cat food brand often used “8 out of 10 cat owners who expressed a preference said their cats preferred it.” Wow, 8 out of 10. Must be good, it’s proven. I’ll try it. As Seen On TV products also do this well, with product demonstrations that prove a point. So, don’t just say it, prove it, and if you cannot prove it or back it up with facts then do not say it or imply it because it can actually result in losing the sale!

  • SAFETY (or SAFE)

It seems like you have reservations, why don’t we play it SAFE and start with our Support our Troops package?

We demand safety from our products. We want to know that our investment is safe, or that our children are playing with toys that meet the highest safety standards. We want food that has been inspected, and we want safe choices in clothing and shoes. Now, the question then becomes how to talk about safety. Sometimes, it will be something that naturally comes up, such as baby products or items that are designed to provide safety. But sometimes saying the word “safe” can be negative, as it brings up an issue that is considered a no-brainer. For instance, “our burgers are 100% safe to eat.” Well, why wouldn’t they be? What’s the deal? What are you saying? So, be careful with its usage.

  • SAVE

YOU SAVE with complete control of your listings! Our program can SAVE YOU expenses because YOU can use YOUR Ad on any marketing platform YOU choose.

Raise your hand if you don’t want to save time or money. Exactly. Saving money is something that 99% of us want to do. Even the richest of the rich want deals, they just get them on more expensive purchases. If you can genuinely promise to save someone some money, you’d be foolish not to point this out.

Of course, HOW you talk about it is just as important as what you’re talking about. Do it wrong, and you will come across as either a pile-it-high-sell-it-cheap merchant, or untrustworthy? And as for saving time, well, time is money, which brings us right back to something we all want to save. Examples:

  1. Sign up today and I’ll give you an extra 3 months free as an introductory offer this will save you $100.
  2. Sign up today and I’ll give you an extra 15 sec. free as an introductory offer this will save you $100.
  3. Current clients with contracts up for renewal would be more responsive to a new sales proposal if you said: Save x amount on any additional services you purchase. Save x amount when you commit to an annual contract.
  • NEW

NEW Veteran Real Estate Specialist Package! Our NEW click-to-you Banner technology.

We all want new, even if it’s not really all that new in reality. We want the next new phone model (which is why lines for the latest iPhone (see Trends in Mobile) span the block, despite having very few upgrades). We want new cars, new clothes, new shoes, new tastes, new smells, and we’re willing to pay for it.

  • BEST

Use the word BEST instead of one of the “Better” labels.

Another contender for the most abused word on the list is best. When used correctly, like “best in class” or “winner of Car & Driver’s best new SUV of 2017” it has real power. People want the best, and if they can get it at a price they can afford, even better. They want the best phone, the best TV, the best jeans, the best shoes, and the best watch.

  • EASY

1, 2 or 4 EASY Payments!

Not only do consumers like things fast, they like them easy. Think of this joke: “Our product is available for three easy payments and one complicated payment.” It’s funny because, in reality, no-one wants anything to be complicated. Make life easy for the consumer, and use the word to point it out. Not only is it easy to get, it will make life easier once you have.

  • NOW

Join NOW! Increased Exposure NOW! Join NOW! Get yours NOW!

Oh yea, instant gratification. I need some. How about you. In reality, instant gratification is important to people, especially today. According the numbers, just seconds and 2 clicks is all people have patience for today. So, give it to them now! For example, if I recall correctly, the mother of all marketers,, includes phrases like “I want it now” and “Give it to me now” on the Prime Now site. Go figure. I actually think that is the button labels.

  • FREE

Includes FREE shipping! Includes FREE Sign Rider! As a bonus for signing up today, I will send YOU a FREE personalized Veteran handbooks.

There’s no doubting the efficacy of the word free, but it has been rampantly abused over the years. When something is genuinely free, a consumer will sit up and take notice. However, these days it is often followed by the dreaded asterisk (*), or coupled with other words (risk-free or free trial) which soften the meaning. However, free samples, free shipping, free returns, buy-one-get-one-free, and other offers make this word a consistent power player in the list.


Our program has the ADVANTAGE of saving you expenses in the long run because you own the rights to all Ads to use anywhere, anytime.

You want to share a single, clear reason why the customers should care about the advantage of our service. Not only should your service have an advantage over other offers, it should also give your customer an edge against their rivals.

The advantage you offer customers should be sticky. By identifying one specific thing that makes your offer special, you leave prospects with an explicit detail worth remembering.


You’d be AMAZED how much the Veterans appreciate the free resources and programming at the Club.

Everyone wants to be amazed. The word tugs on our emotional strings and encourages us to take action. It triggers memories of amazement and the joy we felt when we were amazed. It’s that joy that we want over and over again. Your customers do not want things that are merely ‘good.’ Instead, they want something that will ‘wow’ them — and that is something they would even be willing to pay for.


AVOID paying every month for your advertising.

AVOID the headache of creating your own ad

To be an effective salesperson, you need to focus on selling opportunities that help your customer better achieve their goals and, at the same time, provide protection against potential losses.

But smart sales representatives make it a point to call out ways their solutions help customers gain something and AVOID future losses.


I would recommend that YOU send logo’s or photos BECAUSE your AD will personalized and thus nicer.

The word “because” justifies sufficient motivation for a certain action. It also indicates a strong cause-and-effect relationship. In conversation, you will want to prime your audience to believe certain inputs are necessary in order to receive a specific outcome. When you associate explicit results with your product or service, buyers become convinced that your solutions will help them achieve more of their goals.


I wanted you to get a FIRST look at the program we are NOW offering in town.

People love new things. The word “first” denotes exclusivity and grabs a listener’s attention. A first look at your newest product or service can be pretty exciting for existing and prospective customers.

In showing clients something they have not yet seen before, you introduce the element of surprise. Of course, it will still be your responsibility to delight them with an offer worthy of consideration. And if you deliver on that promise, this sort of special treatment can go a long way in helping you build a meaningful relationship with your contact. Believing that you have their best interests in mind, people will be more inclined to convert into paying customers.

  • FIX

People want solutions to their biggest problems. When you suggest you have a way to “fix” the issues they face, you earn a captive audience. At the end of the day, even though customers are attracted to exclusive deals and big, shiny offers, they are most loyal to businesses that fulfill their basic needs well.


IMAGINE the increased interest in YOUR services if YOU include reference to VA Home Grants up to $81,000.

Put prospects in an optimistic mindset by asking them to “imagine” the opportunities they may have if they purchase your goods. Customers who have a firm understanding of how they would implement your offer and apply it to their business are more likely to agree to your final proposal.

The fact is: people buy better versions of themselves. When they are able to imagine how your product or service helps them be a better person or professional, you will have them hooked.


I’m not a professional at this, as YOU can probably tell, but I do want to HELP the VETERANS.

Self deprecation is simply an admission that you are not perfect. Self deprecation has been shown to disarm the person you are speaking to, and evokes the natural desire of humans to help.  When I use a form of self deprecation I usually find that the response is: “you are doing just fine”.

A single lie can lead you down a very slippery slope. The top salespeople do everything they can to avoid misrepresenting their products or services. By admitting, “I don’t know,” sales reps counter-intuitively build trust with potential customers. Rather than share complete guesses or facts they are uncertain about, successful salespeople take note of questions they do not have the answer to and take time after a call or meeting to research the right answer. This also eliminates the risk of having to backpedal on your words at a later point.

While saying “I don’t know” can come with a bit of shame, customers would easily prefer working with someone who is ethical and honest. Sales blogger Johnny Bravo believes the best way to admit “I don’t know” is by directly saying it, then using the client’s unanswered question as a follow-up item.

More discerning customers may bait you with a question they already know the answer to in order to see how you may respond. A blunt, “I don’t know” can earn you a new friend and open the door.


Our program is very SIMPLE. To get started all I need is to SIMPLY ask a few questions.

Your customers deserve a painless experience. Suggesting something is “simple” indicates that there is a small (or non-existent) learning curve and low switching costs. Successful salespeople assure their clients that signing up is easier than they might normally imagine.

When something is simple, people are more open to the idea of using it. In sales, it helps to emphasize which parts of your product or service are easy-to-use and simplify the way your customers conduct themselves and their business.


Our program can HELP YOU get a head above the rest.

Your customers want to try something different to give them a leg up against the competition. Although some may be hesitant to break tradition, many others will be eager to implement unusual solutions if there is a high chance they will receive better results from their investment. This helps customers fulfill their desire to innovate too.

No one really wants to do the same things that everyone is doing. Instead, they want to discover new ways of accomplishing the same goal but in a more resource- and time-efficient manner.

  • WE

WE wanted to invite YOU to HELP sponsor the local VETERAN programming.

An important component of successful selling is getting the customer to feel you both are on the same team. Referencing the project as a joint effort and repeating the word “we” puts prospects in a team-oriented mindset. Believing that all parties are invested in a mutually beneficial relationship, buyers begin to exhibit cooperative behavior. Other words you can use in place of “we” include: “our,” “together” and “us.”

It may seem unnatural at first to use some of these words on sales calls. Over time, you will see how well — or poorly — your customers react to different words, phrases or terminology. Adapt your speech and written correspondence to include language that elicits positive emotions and encourages customers to take action. Soon, you will find more prospects gravitating towards your offers and that will have a remarkable impact on your close rates.

What are some words you use while selling to trigger strong reactions from customers?

  • Need

Everyone wants to be needed. I have needs. WE WANT to fulfill your NEEDS.

  • Want

Everyone wants to be wanted.