1. GUARANTEE. This is particularly important on the web. It promises security and no risk, and the chances are that few people will actually take you up on your offer. The mail order industry never really took off until they started offering a money-back guarantee.
   
   
2. IMMEDIATELY. Creates a sense of urgency and maybe a niggling feeling that if you don't act now, you might miss something. And no-one wants to miss out.
   
   
3. LIMITED. Scarcity is a big motivator and setting a limit of some kind (e.g. limited time, limited number available) can make the cash register go "ching- ching." We often want something when we think we might not be able to get it later.
   
   
4. SECRET. Makes the reader curious and gets them wondering what you know that they don't.
   
   
5. NEW. Appeals to our desire to be in the forefront and to be part of an exclusive club. There are people who like the joy of being the first to own or use something new.

The most common objection I hear to using words like these is: "But everyone does that. I want to be different." Well, guess why everyone does it? Because it works! We don't have to reinvent the wheel when we can ride on the experience of those who've tried and tested it. It's much easier to do what has proven to be successful.

Copyright 2005 Maggie Dennison