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172+ Magic Words: How to Write Persuasive Business Content (As Proven By Science)

172 Power WordsHave you ever wished you had a magic word machine?

Throw in your ideas at the top. Crank its engine by hand. Leave the machine humming for a few minutes, and persuasive text rolls out at the other side.

Copy and paste the text onto your website. And voilà: you sell more than ever before.

Sounds good, doesn’t it?

Unfortunately, writing isn’t that easy. Not yet.

Robots might take over our writing tasks in the future. But for now, human intelligence is still required.

So, let’s concentrate on how our word choice can boost our persuasive powers, shall we?

When you use power words in your business content, you grab the attention of more people, your content becomes more influential, and people act on your advice. And what’s more … a careful selection of power words helps shape your voice.

What are power words?

Weak words have a shallow meaning—they don’t make readers feel something and they don’t allow readers to visualize your words.

In contrast, power words tend to have strong meanings. They nudge people to take action—to download your report, to contact you for a quote, or to implement your advice.

Three different types of power words exist:

  1. 6 super seductive words nudging people to take action—their persuasive power seems irrational, but is proven by science.
  2. Emotional words grab attention because they connect to our feelings.
  3. Sensory words are powerful and memorable because they make readers experience your words as if they can see the picture you’re painting with words.

Want to know how to use these 3 types of words to add power and pizzazz to your business content?

The 6 super seductive words to boost conversions and social shares

Power word #1. New

“New” takes us on an adventure, a journey of discovery.

As neuromarketer Roger Dooley suggests, our brains are wired for “new.” Our attraction to novelties helps us innovate and seek new opportunities. If new things weren’t so attractive to humans, we’d still be stuck in our caves. You and I wouldn’t meet here on the web.

Apple has long understood the power of new. They rephrase “new” in multiple ways to seduce readers to upgrade their still fully functional iPhones or iPads:

  • all-new
  • reimagined from the ground up
  • re-invented from the inside out
  • we had to completely rethink how a keyboard is engineered
  • we redesigned each key and its underlying mechanism

How to use the power of “new” in your writing:

  • In emails announcing new products, use “new,” “announcing,” or “introducing” at the start of your subject line
  • On sales pages for new products, use feature flashes highlighting the word “new”
  • When upgrading an existing product, explain carefully what’s new about it
  • When tweeting a new blog post for the first time, use “new blog post” at the start of your tweet:

Power word #2. Free

Our attraction to freebies is irrational …

In his book “Predictably Irrational,” Dan Ariely explains how started offering free shipments for orders over a certain price.

The offer was a great success, but not in France. Ariely explains:

Instead of offering FREE! Shipping on orders over a certain amount, the French division priced the shipping for those orders at one franc. Just one franc—about 20 [dollar] cents. This doesn’t seem very different from FREE! But it was. In fact, when Amazon changed the promotion in France to include free shipping, France joined all the other countries in a dramatic sales increase. In other words, whereas shipping for one franc—a real bargain—was virtually ignored by the French, FREE! Shipping caused an enthusiastic response.

“FREE” is not only powerful when adding bonuses to a product or service; you can also use “Free” to attract attention to your blog posts.

Here’s how Copyblogger harnesses the power of “free” in headlines to attract attention and boost social sharing:

How to harness the power of “free” in your writing:

  • Consider giving away a “free bonus” with a product
  • Give away a free e-course, report or download for people who opt-in to your list
  • Use phrases like “free checklist” in the headline of your blog posts (and when promoting your post in social media)

Power word #3. Imagine

Why is “imagine” almost hypnotic?

When people can hold your product in their hands, their desire to own your product increases.

This is why car salesmen tempt you to test drive a car. And why jewelry sellers suggest you try that necklace to see how it looks.

Online this seems tricky. But we can let people imagine how they would feel if you help them. How much smoother their business would run. How much more relaxed they would feel. How excited they’d be about their business, their career, their life.

Here’s how Ramit Sethi (I Will Teach You to Be Rich) uses the power of the word “imagine” to help you visualize what taking his course might mean for you:

Imagine you use this program to identify a profitable idea. You know it works because you get your first enthusiastic, paying client who is delighted to pay for your services. You now have new money in the bank.

What would that mean?

Would you be more confident of your abilities?

Would you be more motivated to earn more and use it to pay off debt, increase your savings, or take an extravagant vacation?

Powerful, eh?

Power word #4. Because

Presenting a reason why people should do something can trigger an automatic response. Even if the reason is bogus.

In his book Influence, Cialdini describes the photocopier experiment: If you don’t give a reason why people should allow you to jump the queue, only 60% lets you go ahead. But when you give a reason, using the word “because,” 93% of people allow you to jump the queue:

Why because is a power word

Apple‘s copywriters like the word “because,” too:

  • Our accessories go together with iPhone so well because they’re designed together.
  • If iPhone 6s seems like it’s tailor made for iOS, that’s because it is.
  • Together, they deliver a powerful and enjoyable experience because they were designed that way — together.

Power word #5. Instant

Imagine playing Deal or No Deal. You can get a guaranteed payment for $240,000 now or you can keep playing for a chance to win a million dollars.

What would you do?

As neuromarketer Roger Dooley suggests, our attitudes towards risks, rewards, and time are all different.

But we all know the feeling of wanting something now.

This is why I love my Kindle. I can start reading a new book instantly.

To harness the power of instant gratification use the following phrases in sales copy or blog headlines:

  • Instant access
  • 3-minute sign-up
  • Start my free course now
  • Add Instant Power to Your Business Content With These 172+ Magic Words

To make people feel good about starting instantly, you may want to indicate there’s no risk:

  • 30 day money back guarantee
  • No credit card required (for a trial)
  • Risk-free / No risk
  • No lock-in period / Cancel anytime

Human psychology is complicated. You know that already. So, “instant gratification” isn’t always the answer to increasing sales.

When I marketed range cookers, we introduced a unique service where you could order your cooker in any color. Not only did a custom-colored cooker command a premium price, you also had to wait up to three months (compared to a couple of weeks for a standard order).

Similarly, when I implemented a waiting list for copywriting inquiries, I could instantly increase my fees.

That’s the power of exclusivity.

What appeals more to your customers? Instant gratification or exclusivity?

Power phrase #6. How to

As bestselling author Jonah Berger explains in his book Contagious, we like to pass along practical information:

People like to help one another. We go out of our way to give advice or send others information that will make them better off.

That’s why the phrase “How to” is powerful, and that’s why it’s one of the 20 most retweeted phrases.

No wonder, popular blogs love using “how to” in their headlines:

“How to” works best when the advice promised is specific and valuable.

Bonus power “phrase”: numerals

Numerals like 10 or 7 or 93 aren’t words, but they can instantly boost your persuasiveness.


Usability expert Jakob Nielsen tracked eye movements of users visiting websites, and he found that “numerals often stop the wandering eye and attract fixations, even when they’re embedded within a mass of words that users otherwise ignore.”

Numerals attract attention because they look different from letters. Moreover, numbers represent facts.

Here’s how Case Study Buddy uses numbers in their sales copy:

Before the call, we’ll send your client a list of questions so they can prepare their answers and collect any results in advance.

Then, on a fast, friendly call (~30 mins), we’ll get their side of the story.

We transform that interview into a persuasive, 750 – 1,250 word case study that will show every new lead…

And here’s how Andrea Vahl uses a number on her About page:

I’m also the co-founder of Social Media Manager School, an online training course that has helped over 500 students learn how to start their own business as a social media manager or consultant.

And Copyblogger‘s About page:

Since January 2006, Copyblogger has been teaching people how to create killer online content.

How to take advantage of the power of numerals:

  • Write numbers as digits (e.g., 7) rather than words (seven) because digits stand out more
  • If your blog post has a number of tips, consider using a digit in your headline—list posts tend to be popular
  • When writing sales copy, consider which facts you can share about your product, your service or your experience

A special note about YOU

Gregory Ciotti calls “you” one of the 5 most persuasive words in the English language, and D Bnonn Tennant says it’s a hypnotic word.

I’m a fan of the word “you,” too. Because it focuses the writer’s attention on why a product or service would be useful for their readers. What’s in it for them?

The word “you” also helps create a more conversational tone so you don’t sound like a pushy salesman.

However, the proof about “you” is hazy. In A/B tests (like this one by Michael Aagaard), button copy like “Get my free report” often outperforms “Get your free report.”

A quick reminder of the most powerful words

Can you spot the power words?

An example of the 6 most powerful words

Want to make that text more persuasive?

  1. Add more facts to increase your credibility: what is so special about your magic bone?
  2. Back up your claims with testimonials or scientific proof.

You can’t rely on power words alone to sell your products.

The power of emotions

You sell on emotion, but you justify a purchase with logic

~ legendary copywriter Joseph Sugarman

We’d like to see ourselves as rational beings.

But without emotions we can’t make decisions as Antonio Damasio, professor in neuroscience, has proven.

Moreover, Jonah Berger’s research has shown that strong emotions drive people to sharing content. He highlights the importance of high-arousal emotions:

Anger and anxiety lead people to share because, like awe, they are high-arousal emotions. They kindle the fire, activate people, and drive them to take action.

Emotions are involved in the purchase of almost any product.

SweatBlock, for instance, mixes anxiety about excessive underarm sweating with the joy of feeling in control (hat tip to Joanna Wiebe for this example). The sales copy also uses trust phrases like “100% safe,” “soothing,” and “confidently”:

Dab on a SweatBlock towelette, and control excessive underarm sweating for up to 7 days. The 100% safe and soothing trade-secret formula – combined with the towelette – gives you results you can count on. So you can confidently raise your arms.

And here’s how the copy moves to joy:

Get up to 7 Days of Dry High-Fives, Hugs and Hoorays

Your choice of emotional words strongly influences your voice. Compare, for instance, these two headlines:

Or compare these:

How subtle or how strong would you like your voice to be?

The easiest way to start using emotional words is to empathize with your reader. What problem is she struggling with? Which emotions does she feel when thinking about this problem? Or how can your content or service make her feel better?

Examples of emotional power words

The 8 basic emotions as defined by Plutchik provide a useful starting point for connecting with people’s emotions in your writing:

  1. Joy
  2. Trust
  3. Fear
  4. Surprise
  5. Sadness
  6. Disgust
  7. Anger
  8. Anticipation

The list below is not a definitive list. Use a thesaurus to find more words and pick the words that suit your voice.

Emotional power words #1: Joy

Love, loveable, to love, falling in love
Joy, joyful, to enjoy
Tender, tenderness
Devotion, devoted, to devote
Nurturing, to nurture
Bliss, blissful
Seduction, seductive, to seduce
To cherish
Luck, lucky
Triumph, triumphant

Emotional power words #2: Trust

Reliable, reliability
Faith, faithful
Admiration, to admire
Scientific, science
Facts, factual
Authoritative, authority
Fool-proof, sure-fire

Emotional power words #3: Fear

Abuse, abusive
Steal, stolen, plunder
Anxiety, anxious
Freaking out
Failure, to fail
Burning out

Emotional power words #4: Surprise

Enchantment, enchanting, to enchant
To beguile
To bewitch

Emotional power words #5: Sadness

Sobbing, to sob
Troubled, trouble
Envy, envious

Emotional power words #6: Disgust

Crap, crappy
Shit, shitty
Trash, trashy
Repellent, to repel, repulsive

Emotional power words #7: Anger

Rage, raging
Fury, furious
Hatred, to hate
To sulk
Flare up
Frenzy, frantic

Emotional power words #8: Anticipation

Yearning, to yearn
Passion, passionate
Craving, crave
Longing, to long for
Inspiration, to inspire
Enthusiasm, to enthuse
Charming, to charm
To woo
Discovery, to discover
Mystery, Mysterious

A list of examples of emotional power words

Sensory power

Sensory words are more powerful and memorable than ordinary words because they make your reader see, hear, smell, taste, or feel your words.

When reading non-sensory words, your brain processes text. But when you read sensory words different areas of your brain light up. Your brain processes sensory words as if you taste a sweet cake, as if you see a dazzling display of colors, as if you feel a rough texture.

Sensory words can even boost sales. Research into menus suggests that describing dishes using sensory words makes more people buy them.

Sensory words can add power to headlines to grab attention:

Sensory words can also help make abstract content more concrete.

The following examples are from Nancy Duarte’s book Resonate:

  • Just like you tap your toe to a good beat, your brain enjoys tapping along with a good presentation, but only if something new is continually unfolding and developing.

  • People rarely act by reason alone. You need to tap into other deeply seated desires and beliefs in order to be persuasive. You need a small thorn that is sharper than fact to prick their hearts. That thorn is emotion.

  • Haven’t you often wished you could make customers, employees, investors, or students snap, crackle, pop, and move to the new place they need to be in order to create a new future?

Examples of sensory power words

Sensory words describe how we experience the world:

  1. Words related to sight indicate colors, shape, or appearance
  2. Words related to touch describe textures; you can use them to describe feelings and abstract concepts
  3. Words related to hearing describe sounds
  4. Taste and smell are closely related
  5. Motion is sensory, too. By using active words or describing movement, you help your readers experience your words

Sensory power words #1: Visual words

To sparkle, sparkling
To shimmer, shimmering
Glow, glowing, to glow

Sensory power words #2: Tactile words

To fluff, fluff, fluffy
Gritty, grit
Silky smooth
To stick, sticky
To chill, chilled
To stifle

Sensory power words #3: Auditory words

Buzz, to buzz
Humming, to hum
To sizzle, sizzling

Sensory power words #4: Words related to taste and smell


Sensory power words #5: Motion words

To resonate, resonating
To breeze through
Staggering, staggeringly
Blown away
Shocking, shockingly
To grab
Jaw-droppingly good

Examples of sensory power words

The looming danger of overused power words

Ever found sales text a little sleazy? Or over-the-top?

An overdose of clichéd power words makes your content sound pushy or even creepy.

For instance:

  • Shocking Celebrity Secrets Revealed by Their Former Bodyguards
  • 9 Insider Copywriting Secrets Revealed

Can you smell a whiff of tabloid press sleaziness?

The art of writing seductive content

To write persuasive content start with imagining how you help your clients.

How do you make their life better? Which pain do you take away? How does your service make them feel? Why would they enjoy working with you?

Content becomes persuasive when you stop selling your products and quit selling your ideas.

Instead, demonstrate you understand your reader’s problems and show how you transform their lives—no matter how small these changes are.

So, connect with your reader’s wishes and feelings first.

Then, offer a service they’ll love.

And lastly, sprinkle a little magic dust over your content to boost your persuasive powers.


  1. This is insanely brilliant. I am going to read this over and over. You have outdone yourself this time my friend. (Love the Magic Bone example btw… my dogs are convinced…) 😉
    Kathy recently posted…Get This Monkey Off My Back! How to Stop The Sabotage CycleMy Profile

  2. Hell.
    I missed that power word 😉

    I never understood the photo copier example. I am sure it would not work if I tried! Explaining why you want something certainly does not work as well on paper. ‘Please leave a testimonial, because they help me a lot’ does not do the trick.

    • Henneke says:

      Yes, “hell” is a good power word, too. There’s hundreds (perhaps thousands?) more power words missing – no definitive list exists 🙂

      “Because” probably works better when we give a real reason that sounds less self-indulgent. “I’d love to get a testimonial from you because you’re the best known blogger in the Netherlands and other readers would trust your advice.”

      • Damn and fuck are my favorites 😉

        I was actually thinking of giving a reason to people you don’t know, on a website. That is not working at all. People have to know you personally before they want to do you a favor, I think. I mean a real favor, like giving you a testimonial.

  3. Awesome post Henneke!! Definitely one to bookmark! Thanks for the shout out! I also like fun words together like crazy-good.

    • Henneke says:

      Yes, I like those, too. Like outrageously good 🙂

      Great to see you’re sharing your wisdom at the Content Promotion Summit, too!

  4. Hi Henneke,

    Power words, I love ’em! Great selection of words here. It’s always interesting how emotive and persuasive some words are, isn’t it?

    Good heads up regards over-doing them too. One to watch out for.

    Tom Southern recently posted…How To Get Readers To Your New BlogMy Profile

  5. Hey Friend. Excellent information and I love the artwork. 🙂

  6. Alexei Zoubov says:

    I have a special file for your emails with links to your articles – they are exceptional. Let’s use power words – they are mind blowing. My hope is to keep all the information you present in order in my head – like in a good toolbox. Thanks again.

  7. Pure magic!
    Thank you for such an incredible post…..I’m gonna devour this over & over 🙂

  8. Hi Henneke,
    What an awesome post you have crafted. On reading the title I was little confused but after reading the post got many new words.
    Thanks for sharing.
    Robin Khokhar recently posted…How Long Should a Blog Post Be?My Profile

    • Henneke says:

      What was confusing about the title? Do I need to change it?

      I appreciate your feedback!

      • Clive Rushton says:

        When I read the title I thought the article was 172 words long. Little did I know 🙂 Great, truly great, insanely great article. I’m seriously thinking of buying a dog!

        • “I’m seriously thinking of buying a dog!” This made me laugh so much. Thank you, Clive 🙂

          And sorry to hear you had to wade through 3,000+ words when you only expected 172! 😉

  9. Very concise use and list of power words here,Henneke.

    I know that within the past few months, anytime I would write something, I wanted to make sure it was void of gobbledygook. So I would study your posts and more specifically, the words you would use to describe certain things.

    Now I don’t have to do that anymore because if this amazing post.


    – Andrew

    P.S. Love the dog bone sales page. Damn near convinced me to get it for my dog.

  10. Another awe inspiring post. I was left slack jawed from the revelations.

    I can image the hubbub this post will stir up on Social Media.

    I am coping the words for later use. I always leave your site with ideas that I can implement immediate in my writing.

    Thank you Henneke you are my hero.

    By the way, email me as soon as that robot hits the market.

    barry recently posted…WHY AM I SUCH A LOSER-YOU DON’T KNOW?My Profile

    • Henneke says:

      Slack-jawed – that’s a nice one, Barry!

      As soon as that robot hits the market, I’ll retire. But I’ll make sure to notify you of my retirement. 🙂

      Thank you for your lovely comment, Barry.

  11. One of the best posts ever! Thank You!


  12. So chock-full of information!! Thank you so much – I’m just learning this world of blogging – about to write my 11th blog about art and creativity. I appreciate your advice.

  13. I could spend hours reading your posts Henneke – and make a point not to, though I was seduced into reading Roger Dooley’s post by the ‘neuro’ reference, which is a big interest of mine. Then I read a couple more of his posts before returning to your brilliant article. Jam- packed and bursting at the seams with relevant, useful information. I bow to your mastery. Double thumbs up!

    • Henneke says:

      “Jam-packed” is another personal favorite 🙂

      Roger Dooley has a lot of interesting articles. I also recommend his book Brainfluence.

      Thank you for stopping by, Joan!

  14. I know if I could wrangle words the way you tell us to, I could write better. It’s so hard to think of them, though, while writing or even editing. These lists will push me on to new heights, I think.
    Thanks so much!
    Katharine recently posted…Excellence vs. OCDMy Profile

    • I like the word “wrangle” 🙂

      And I often use a thesaurus to pick up new words. I do this while editing. It can be time-consuming, but over time it goes quicker.

  15. An excellent article Henneke and it is the MOST comprehensive guide to using power words that I’ve come across!
    Kind regards
    Mark Crosling recently posted…Know the Difference Between Features and Benefits to Increase Your SalesMy Profile

    • Thank you, Mark. I enjoyed writing this – I find power words fascinating.

      I appreciate your comment!

  16. Hi Henneke, English is not my mother language. I find I am using the same boring words over and over again in my email and blog. Thank you for this great post! I will read over and over again and use these words you recommended.

    • English is not my mother language either. I sometimes wonder whether non-native speakers like us have an advantage as we can be more creative with words.

      Happy writing!

  17. Dr. Nicolas Rao says:

    Delicious post Henneke, you never make mad or sad, just glad always.
    That’s why your posts are #1 on my list.
    Keep the words rolling out.
    Always ready to receive and ingest.
    Thank you,
    Time with you is high value.

  18. Inspirational, Henneke!

    I’m never a big fan of overly-used power words. Through the post though, you clearly showed how they can be put to good use. I’m tempted by the magic bone advertisement except I only have a cat. 😛

    This post will took me a while to distil, bookmarked.

    Thanks for sharing!


    P.S. I just retweeted.
    Anh Nguyen recently posted…35 Affordable WordPress Design for Blogs (Under $40)My Profile

    • I’m with you. Many power words are overused and they’ve lost their power over time – like cliches. I don’t want to read another article about “killer headlines” and prefer to avoid “world-class companies with best-in-class products.” 😉

      A lot of sensory and emotional words have a subtle power which I like.

      Happy writing, Anh, and thank you for sharing.

  19. Henneke, I love reading your articles. I get excited when I get an email from you because I just know it’s going to be a good read.

    I always feel I’ve learnt something new after reading anything you write, and this post is no exception.

    If I had just 1% of your copywriting talent, I would be a very happy man 🙂

    Thank you for all your hard work. I’m already looking forward to your next email!


    • Thank you so much for your lovely comment. I appreciate it, David.

      Please don’t expect another in-depth article like this next week. I’ll be back to a normal length article 😉

  20. Hello Henneke,

    This is a very interesting and revealing article. No doubts, having these powers on your copies can really boost its conversion and click-through rate. The major thing is to ensure the word is highly relevant.

    I’ve never thought of using the word “new post” while tweeting my new articles and, now I can see the difference it can make.

    For instance, you often tweet multiple times daily and without adding that “new post” your readers won’t be able to know when you have a new post.

    This is what I should start doing too.

    Thanks for sharing.

    Theodore Nwangene recently posted…Are your Blog Posts Not Garnering Any Attention? Use These Time Tested Tips To Spice It UpMy Profile

    • Henneke says:

      Yep, that’s a good point. First, make sure your word is relevant. Only then consider which words could use a little extra power.

      Thank you for stopping by again, Theodore!

  21. I had 4 specific ideas to implement soon and sent it to my colleagues. This is massive Henneke! I love the bone example!

    • Thank you so much, Zsuzsa. That’s great to hear! I’d love to hear about the results when you implement those 4 ideas 🙂

  22. Nice collection. This post was really helpful and engaging. It’s great to learn from you.

  23. Wonderfully comprehensive and generous Henneke as usual… you are amazing!

  24. I am thrilled to find your website today. I’ve heard about you, of course. I just realized I’ve been here over an hour and bookmarked some of your posts. By the way, who did the art for the images? 🙂 Love it!
    Vidya Sury recently posted…No Wires Attached, But ConnectedMy Profile

    • Welcome, Vidya. Nice to “meet” you 🙂

      I make the illustrations myself (using colored pencils!). Glad to hear you like them!

      Thank you for stopping by to leave a comment. I appreciate it.

  25. Hi Henneke. You packed a lot of very valuable information in this post. As for your last point about overusing power words, you need to use moderation in everything about life. The real trick to using the power words is to keep them under your readers’ radar so that they have the desired effect of getting them fully engaged in what you are saying without setting off any alarms that may get them questioning your words.

    I’m going to have to go back and make some notes. Thanks for sharing this info.
    Ben recently posted…What Are Heart Healthy Foods?My Profile

    • Yep, you’re so right – most things in life need to be used in moderation. And as soon as power words become buzzwords, they lose their persuasive powers, and we’ll have to look for new ones. That’s one of the reasons why writing is so fascinating, I think.

      Thank you for stopping by again, Ben. Happy writing!

  26. Hey Henneke,

    I’ve been loving your jaw-dropping ‘snacks’.

    It has created an insatiable craving for more :P.

    I’ve been lurking in the dark for a while, but after this post I had to stop by and ‘thank’ you for your buzzing content.

    I’m really happy I found you via the smartblogger post, have been blown away so far and can tell you that you had an instant fan ;).

    Looking foward to reading more enchanting blog posts.

    Thanks once again and have a lovable, joyful and breath-taking day.
    Rich recently posted…The 15 Month Transformation Of DavidMy Profile

    • Henneke says:

      What a lovely comment! Thank you so much, Rich.

      I like your use of sensory words … “lurking in the dark,” “buzzing content,” “being blown away,” …

      And of course, I’m delighted to hear you’ve become an “instant” fan.

      Happy power writing!

  27. My mind is absolutely blown! (poof there it goes..)

    I have only begun to study copywriting because I have come to realize that my copy is B-O-R-I-N-G.

    So to help my measly little website about moving…I am trying to spruce it up. Thank the Lord that I have found you and this amazing article.

    I am going to read it over and over and over until it is my brain permanently.

    Best, Jae

  28. Susan McMillan says:

    I’m new to your site and finding the power word post and the comments insightful. In my industry everything is described as “high quality”. If we leave out that descriptive phrase in favor of another (yet to be determined), do we run the risk of implying by omission that our products/services are “low quality”?

  29. Hi Henneke,
    Wow! This is gobsmackingly good, I’ve been regularly referring back to it for inspiration so I’ve finally printed it off and will pin it near my desk.

    Thank you so much 🙂


    • Hi Sally,

      I love the word “gobsmacking” – it’s on my list of faves. I feel honored you’ve printed this post and pinned it near your desk.

      Happy writing, and thank you for stopping by! 🙂

  30. Hi Henneke,

    I had this article open in my browser for ages because it was so juicy (already embracing your tips). Congratulations on this one, is absolutely brilliant!

    Currently writing descriptions for my new product, a paper guide that will soon replace that of Lonely Planet. Actually I wanted to thank you for all your inspiration, I just quit my job – exciting times.

    Kind regards,
    Virginia recently posted…The Free Architecture Guide of San Juan (PDF)My Profile

    • Wow, that’s brilliant. Congratulations on quitting your job. Can you “see” my big smile? 😀

      And a paper guide to replace the Lonely Planet. That sounds fabulous.

      I’m so happy for you!

  31. Hi Henneke,

    This is awesome! This is my first time reading a sales copy materials. This is indeed very powerful words.

    This is also useful for inspiring others. I thinking to use these words in our leadership seminary this Sat.

    Thank you very much for sharing!

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