The results weren’t all good, with Alexa inadvertently telling a variety of people things you wouldn’t necessarily want them to know.

Besides its comedic moments, the ad shows us that you don’t even need to use an actual power word for your marketing: just the suggestion of it is enough.

2. “YOU”

Why it’s a power word:

You is a placeholder for your name.

I know—it’s an obvious one. Perhaps the three most captivating words in sales are you, free, and guaranteed.

It might not be the most apparent power word that springs to mind, but think about it.

‘You’ represents your name. It personalizes your advertising, which is why marketers often use it in headlines and throughout copy.

‘You’ makes people feel important, heard, and seen. When used in advertising, it can tap into those feelings and create a connection with the customer. When customers feel they are being spoken to directly, they are more likely to respond positively.

In fact, ‘You’ is such a strong power word that most copywriters use it in their advertising.

Do you know why? Because, yes, you’ve guessed, the advertiser is talking directly to YOU, the consumer.

The reason words that refer to us are so powerful is a psychological effect called Fundamental Attribution Error, a type of cognitive bias. Basically, while we are naturally critical of other people, our critical minds take a break when we evaluate ourselves.

And guess what? There’s nothing as stimulating to us as our interests, desires, ambitions, goals, yearnings, and emotions. For our whole lives, that is all we have; as long as your copy addresses those things for your prospect, it is guaranteed to carry them along in a rapt, semi-torpid daze of introspection.

An example:

Look at how MailChimp uses the word you and your in its website’s copy.

Throughout its site, MailChimp spells out:

• Why you should use its product. For example, MailChimp breaks down how it helps you create better campaigns, its host of features, and integrated marketing capabilities as reasons why a consumer would want to subscribe to its product.
• The benefits of using its product for your business. For instance, MailChimp highlights its 300-plus app integrations, expert guidance and award-winning support as selling points.

Then, it promises to keep you:

• Informed, motivated, and ahead of the competition.

MailChimp then finishes by telling prospects, ‘they’ve got your back.’

See how it works? Wouldn’t it tempt you to sign up and start taking advantage of everything the product offers? Think about how you can do the same in your copy.

3. “BECAUSE” 

Why it’s a power word:

There are many reasons why ‘because’ is a power word, but three, in particular, stand out. The first reason is that it’s a psychological trigger. When someone hears or sees the word ‘because,’ their brain immediately starts looking for a reason; once they find one, you’re more likely to persuade them with what you’re saying.

The second reason is that it’s concise. ‘Because’ is the perfect word to use to get your message across efficiently.

The third reason is its versatility. You can use ’because’ in both formal and informal settings, with adults and children. It’s a word that everyone understands and can use effectively.

There’s more to it, though. Here are a few more reasons why ‘because’ is a power word.

1. Because is a logical connector.

   The word because helps to make your argument or point more convincing by linking your reasoning clearly and concisely. When someone understands why you did something, they’re more likely to be on your side.

2. Because is emotional.

   Psychologically, we tend to react more strongly to things that are accompanied by a strong emotion. ‘Because’ stirs up feelings of certainty and confidence, which can be very persuasive when trying to get someone to do something.

3. Because is contagious.

   When we hear others use because effectively, it subconsciously influences our behavior and speech.

You’ve probably heard of “reason why” advertising—a phrase I believe comes from John E Kennedy, though I learned it from Drayton Bird. As human beings, we crave order. We want to know why something is the way it is, and what caused something to happen. And we crave it, particularly in our own lives.

These kinds of reasons, cause and effect relationships, are encapsulated in the word because. When our mind’s gatekeeper—the “critical factor”—hears that word, it treats it as a cue to let the speaker (or writer) through to the unconscious mind.

If you think back to your childhood or watch how kids negotiate with their parents, you’ll immediately see that this works precisely, as Langer showed. Perhaps this sort of situation sounds familiar:

“Mom, can I have some biscuits?”

“No, darling, not now.”

“But mom, I love biscuits.”

“I know, sweetie, but I said not now.”

“But mom, why?”

“Because I said so.”

Is that a real reason? No, it ain’t! It’s just a reiteration of what the kid already knows, right? But at this point, most children accept that it’s time to give up. And that’s something “programmed” into us, even as adults. It makes the word “because” very powerful.

An example: