The pen is mightier than the sword.
The fact is words count and which ones you choose matter, especially when it comes to your customers.
The fact is some marketing words influence people and persuade them to take action more than others.
Some Great Articles to Read About the Power of Words
There is a already some great articles and research on how words influence results.
- Copywriting based on the science of persuasion
- The Two Most Important Words In Blogging
- How changing a single word increased click through rate by 161%
- How Two magical words near a signup button (“It’s free”)
- A Mad-Libs-style form increases conversions 25 to 40 percent
- What role do emotions play in creating content that does well?
- Which keywords and emotional sentiments are shared most – an analysis of over 2.6Bn billion shares in total across Facebook, Google+, LinkedIn, Pinterest and Twitter.
- 5 Data Insights into the Headlines Readers Click
Some Key Tips about Which Words Work
- Create a curiosity gap – the headline needs to be tantalising enough to get a reader to click through but mustn’t give away the whole story
- Use numbers – use digits in particular not letters e.g. 10 not ten
- Use the right words – see below
- Using scarcity – use negative dark and aggressive words in titles lead to more shares
- Avoid announcements – tell a story instead (neural coupling)
- Know your readers – Tailor your messages
- Make it surprising – Surprise captures attention and interest holds it
- Use more verbs and less nouns
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Research showed that the most popular blog posts had these words in their titles:
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Most retweetable words/phrases:
- Please retweet
- How to
- Blog post
- Check out
- New blog post
Why Upworthy Go Viral
Upworthy is a site dedicated to viral content.
It is known for its outrageous headlines that get people clicking.
With over 2M views per day Upworthy are driving massive amounts of traffic.
The stats from Upworthy are incredible, they average 60,000+ shares per article roughly 5 times Buzzfeed’s rate.
So, how is Upworthy doing it?
Upworthy says its posts are successful because people want to share the stories it’s posting:
Upworthy posts don’t go viral because people click — Upworthy posts go viral because people share.
Upworthy have a simple goal to go viral
#1 – Be Ruthless with your headlines
Upworthy follows the 25 Headline Rule. You must draft at least 25 headlines before choosing the best ones to test.
Use Scarcity – FOMO (fear of missing out)
Create a headline that is unique about the content and gets readers to think they may lose by not acting on it.
Choose an image that attracts shares and reshares
In an academic paper, “Exploring Image Virality in Google Plus” the results are consistent with other research.
- Posts containing an image are 3 times more likely to have a high number of resharers than text-only posts.
- Posts containing animated images have more reshares.
- Portrait images have a higher probability of being viral
- Photos containing faces covering at least 10% of the image surface yielded higher plusoners and comments but lower resharers
- High brightness images have over 25% more resharers
Use interesting celebrity photos, cutest things in the world photos, a weird face close up or an animated gif.
Promote your content
If you don’t push it no one else will.
According to research by BuzzSumo and Frac.tl, Facebook had 81.9% of all the shares in the study, that is 4 times the amount of all the other networks combined.
To get reach on Facebook though you need to get the lift off moment right – put some money behind getting it to your target audience.
The Upworthy Playbook
Marketing Words That Convert Infographic
So when you are crafting your headlines remember that it is not just the words it is how you put them together that counts.