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想象一下抓住客户的注意力，把他们吸引到你的网站、博客或店铺，将你的转化率提高12%或更多。其实这样很容易。
并不是只有专业人士能够享受语言带来的好处。改变你在你的网站或店铺使用的词汇是很容易的，可以对你的转化率产生巨大的影响。只要在你的文案、广告、博客和“行动”按钮中插入一些有力的词语，就完全有可能做到这一点。
The Power of The Written Word
“The pen is mightier than the sword.”
– Edward Bulwer-Lytton
使用有力的语言可以激发你的好奇心，激发你的愤怒，点燃你的激情。这些强烈的情绪能够促使你做出反应和决策，从而帮助你的业务蓬勃发展。
image3-2.jpg
以TeeSpring的实验为例，他们对call-to-action按钮进行了修改。在左边的示例中，您可以看到按钮下面的语言: “This campaign will not be printed unless the goal is reached.” 然而，右边的例子说 “Don’t worry, you won’t be charged unless the goal is reached!” 哪种说法会让你觉得更舒服?
这个小小的改变仅仅通过改变使用的语言和添加几个强有力的单词，就使网站的转化率增加了12.7%。
Powerful Words
在接下来的几节中，我将列出一系列有影响力的词汇，以及这些词汇在现实生活中的例子。
Fear and Anger Words To Spark Action
愤怒和恐惧会导致非理性决定。根据Fast Company的说法，愤怒会驱使你选择孤注一掷而不是安全的赌注，屈服于成见，让你更不愿意听取建议。
例如，看看下面Paessler的广告：
image7-1.jpg
这则广告将人们的恐惧引向了失败的IT系统，以及与不使用他们的服务相关的风险。它使用强大的恐惧词汇，如“critical,” “fail,” & “risk.” 。使用恐惧和愤怒词汇的目的是创造恐慌，然后提供解决方案。
image8-1.jpg
在这个标题和副标题中，“survive,” “recession,” “crash,” “rampant,” & “hurt” 这些词都被用来向读者灌输恐惧。
List of Fear/Anger Words
Aggravate
Desperate
Hurt
Resent
Aggressive
Demoralizing
Impatient
Retaliate
Agitated
Despicable
Infuriate
Revenge
Agony
Destroy
Insidious
Risk
Alienate
Devastating
Invade
Scandal
Annihilate
Disadvantage
Jeopardy
Scares
Apocalypse
Disastrous
Loom
Scorn
Appalled
Disgusting
Lunatic
Scream
Assault
Dread
Lurk
Searing
Atrocious
Drowning
Malicious
Seeth
Backlash
Dumb
Meltdown
Shame
Beating
Eliminate
Mired
Shatter
Beware
Embarrass
Nightmare
Shocking
Blinded
Enrage
Offense
Smash
Blood
Envy
Ordeal
Spite
Bomb
Epidemic
Pain
Stupid
Bumbling
Exasperate
Panic
Suck
Catastrophe
Fail
Peril
Suffer
Caution
Feeble
Pessimistic
Survive
Collapse
Fired
Plague
Target
Condemn
Fooled
Plummet
Teetering
Control
Frantic
Plunge
Terror
Corrupt
Frightening
Poison
Torture
Crash
Frustrating
Powerless
Toxic
Cripple
Furious
Precarious
Tragedy
Crisis
Gullible
Provoke
Trap
Critical
Hack
Pummel
Trauma
Damaging
Harmful
Rampant
Unjustified
Danger
Harsh
Rebel
Unstable
Deadly
Havoc
Recession
Venomous
Death
Hazardous
Reckoning
Victim
Dejected
Hoax
Refugee
Vindictive
Deplorable
Horrific
Repulsive
Violate
Wound
Wicked
Warning
Volatile
Pique Their Curiosity
除了愤怒和恐惧，好奇心是最难忽视的情绪之一。探索世界，为未解决的问题寻找答案，是人类的天性。一些心理学家说，好奇心类似于饥渴，是一种必须得到满足的驱动力。这种好奇心驱动理论解释了为什么人类会尝试新体验，好奇心是一种不容忽视的冲动。
Upworthy、Us Weekly和人物杂志等网站的标题几乎是在恳求你点击它们。以《人物》杂志下面的标题为例。
image2-3.jpg
“rare” 和 “never-before-seen” 是激发人们天生好奇心的有力词汇。人类会被稀有或奇怪的东西所吸引，所以宣称某物稀有会自动吸引我们，即使它不是特别重要的东西。不知道嘉鱼的标题是不是奏效了呢？
List of Curiosity Words
Agenda
Exclusive
Off-the-record
Trade secret
Astonishing
Extraordinary
Outlawed
Truth
Backdoor
Eye-opening
Plot
Unadulterated
Banned
First
Priceless
Unauthorized
Behind-the-Scenes
Forbidden
Private
Unbelievable
Be the first
Forgotten
Privy
Uncharted
Bizarre
Fundamental
Psychotic
Unconventional
Blacklisted
Hidden
Rare
Undercover
Black market
Hilarious
Remote
Underground
Bootleg
Hush-hush
Restricted
Under the table
Censored
Illegal
Reveal
Under wraps
Class full
Illusive
Ridiculous
Undiscovered
Classified
Insane
Secret
Unexplained
Closet
Insider’s Scoop
Select
Unexplored
Concealed
Intel
Shh!
Unheard of
Confession
Invitation only
Shocking
Unique
Confidential
Key
Sly
Unlock
Controversial
Limited
Smuggled
Unseen
Covert
Little-known
Sneak-peek
Untapped
Cover-up
Lost
Spoiler
Untold
Crazy
Members only
Stealthy
Unusual
Cringeworthy
Myths
Stunning
Wacky
Divulge
No one talks about
Super secret
What no one tells you
Emerging
Odd
Taboo
Withheld
Elusive
Off-limits
Top secret
Zany
Greed Words – Make Them Want More
贪婪利用欲望和即时的满足，以及尽可能得到更多的欲望，这就是为什么它可以相对容易地用于市场营销。
请看下面这张来自博客的图片。你在这里看到了哪些有力的话？
image9.jpg
“Monetize,” “earn,” 和 “fortune” 是三个营销词汇，它们被用来引起读者的贪婪。
image6-1.jpg
这则来自SoFi的广告用“investing” 和 “free”作为两个强有力的词。它们还包括“yes”来强化信息。
List of Greed Words
Bank
First
Miracle
Safe
Bargain
Fortune
Missing Out
Sale ends soon
Before
Free
Monetize
Save
Best
Freebie
Money
Savings
Big
Frenzy
More
Seize
Billion
Frugal
Most Important
Sensational
Bonanza
Gift
Nest egg
Should
Bonus
Giveaway
Never again
Six-figure
Cash
Golden
New
Skyrocket
Cheap
Greatest
Now
Special
Costly
Guilt-free
Pay zero
Startling
Deadline
Hurry
Premiere
Superb
Discount
Immediately
Present
Superior
Dollar
Imminently
Price break
Surge
Don’t miss out
Inexpensive
Prize
Treasure
Double
Instantly
Profit
Tremendous
Economical
Instant Savings
Profitable
Triple
Envy
Jackpot
Proven
Truly
Exclusive
Last chance
Quadruple
Trustworthy
Expires
Left behind
Reduced
Ultimate
Explode
Limited
Remarkable
Value
Extra
Lowest price
Results
While they last
Fast
Luxurious
Revolutionary
Whopping
Feast
Magical
Rich
Worthwhile
Final
Marked down
Running out
Zero
Rock-Solid Words To Build Trust
即使你成功地用好奇、愤怒或贪婪吸引了人们，如果不被客户信任就不会得到订单。
根据Clickz.com的调查，84%的千禧一代不相信传统广告。他们想知道他们购买的东西，以及他们购买的公司是否安全可靠。因此，建立信任非常重要。
这就是这些强有力的话语发挥作用的地方。这些具有说服力的话语，除了拥有一个声誉良好的高质量品牌外，还能助你一臂之力。
看看 Casper的这个广告：
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Adored， Trusted， Acclaimed，Original， Most popular， Award-winning， Loved等词汇都是想要让你信任这家公司。
List of Trust Words
Absolutely
Certified
Honest
Reliable
According to
Clarity
Honored
Research
Accredited
Confident
Humility
Responsible
Accurate
Conscious
Improved
Results
A cut above
Convenient
Instantly
Rock-solid
Adaptable
Definitely
Introducing
Safety
Advantage
Delighted
Investment
Scientifically proven
Always
Dependable
Ironclad
Secure
Anonymous
Don’t worry
Lifetime
Self-sufficient
Approved
Easy
Loved
Solid
Approving
Ecstatic
Moneyback
Stable
Assured
Effective
Never fails
Studies show
Astonishing
Emphasize
No obligation
Supported
Astounded
Endorsed
No questions asked
Supportive
Authentic
Ensured
No risk
Sure
Authoritative
Excellent
No strings attached
Tested
Authority
Expert
Official
Track record
Backed
Extremely
Pay zero
Transparency
Because
First ever
Privacy
Trusted
Best
Foolproof
Professional
Trusting
Best-selling
Freedom
Protected
Truthful
Bona fide
Fulfilled
Proven
Try before you buy
Cancel anytime
Fully refundable
Recession-proof
Unconditional
Case study
Genuine
Recognized
Verify
Certain
Guaranteed
Refund
Well respected
Certainly
Highly effective
Relaxed
Worldwide
Words To Satisfy Desires
你注意到在这些强有力的词中有一个模式吗?它们都与人类根深蒂固的欲望和情感有关。
欲望和匮乏的区别在于，欲望通常会终止理性思考。有了欲望之语，你可以在你的消费者中创造或识别出一种欲望，然后提供一种方法来满足对它的渴望。
Max Factor的广告中有大量关于欲望的词汇:
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你能把它们挑出来吗? 以下这些有力的营销词汇包括: gorgeous, flawless, caring, perfected, glamour, 和 statement.。这些有力的话语是为了在消费者中创造一种对完美肌肤的渴望。
List of Desire Words
Alluring
Excite
Magnetic
Seductive
Arouse
Exotic
Mind-blowing
Sensual
Bare
Exposed
Mischievous
Shameless
Begging
Fantasy
Mouthwatering
Sinful
Beguiling
Fascinate
Naked
Sleazy
Brazen
Fascinating
Naughty
Sleeping
Captivating
Flirt
Nude
Spank
Charismatic
Forbidden
Obscene
Spellbinding
Charming
Frisky
Obsession
Spicy
Cheeky
Hanker
Orgasmic
Steamy
Climax
Heavenly
Passionate
Stimulating
Compelling
Hottest
Pining
Striking
Crave
Hypnotic
Pleasurable
Sweaty
Deliriously
Impure
Promiscuous
Tantalizing
Depraved
Indecent
Provocative
Tawdry
Desire
Intense
Racy
Tease
Dirty
Intoxicating
Raunchy
Thrilling
Divine
Intriguing
Risque
Tingle
Ecstasy
Juicy
Riveting
Uncensored
Embrace
Lascivious
Salacious
Urge
Enchant
Lewd
Satisfy
Voluptuous
Enchanting
Lick
Saucy
Wanton
Engaging
Lonely
Scandal
Whip
Enthrall
Lovely
Scandalous
Wild
Entice
Lust
Seduce
Yummy |
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发表于 2019-11-6 14:07:00
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