The most important part of your message is how you make people feel after they read it. Headlines capture attention. Add this list of emotional verbs to your verbal arsenal to get the attention you need.
I still remember my professor at Kentucky Wesleyan College. He refused to allow us to use any form of the verbs "is" or "have" in our writing. We had to practice the active voice alone. That class impacted my life likely more than any other class I ever took, because it forced me to journey toward specificity and color in my writing.
That's what speaks to people. It makes them pay attention. But what really matters is how you make them feel, how the picture you paint in their minds affects their emotions. You're creating a bond.
Power words are active. They capture the imagination, paint a picture. They insist. Power words are eccentric. They aren't spoken all the time, when you read them they stand out because they aren't heard normally. They're unexpected. Power words stir the emotions, they evoke. They might spark nostalgia, lust, anger, or curiosity. They might appeal to the longing for the forbidden. They might provoke envy or jealousy. A power word feels dangerous and a little bit flirty. And for someone staring at a Facebook Ad Campaign manager reaching for a magic bullet to help them convert? Power words rescue.
Swipe from this list when you need to, and remember, Red Toad Media loves you and wants you to be happy.
Fear Verbs For Copywriting
alarm hate hunger risk dislike worry fear annoy arouse avoid crave harass provoke suspect scare cower cringe shudder tremble shiver dismay doubt audit quail quake tremor chill miss blunder omit slip fail decline decrease drop plunge slump spill cut dive swindle dwindle lapse plummet tumble fall fizzle flop fold flounder founder ruin
When you're working on a NAME then try to tie that name to an emotion, evoke an emotional response. For a real example of how this works watch this video clip from Mad Men. Listen to the words the main character uses. This illustrates exactly what we are trying to help you to see.
Need More? Get out the Thesaurus and work with it. Look for action verbs related to the emotion you want to elicit. Think about how your readers will feel when they hear it. Create a spellbinding message. Get that attention you need.
About the Author
Anne Miles is the owner and Toad-in-Chief at Red Toad Media. A trained graphic designer, Anne has been a speaker at WordCamp and the IRCE Digital Design Conference. She has been interviewed by Inc Magazine and the Wall Street Journal and published a contribution for Smashing Magazine, one of the top web design blogs in the world. You can follow her on Twitter at @redtoadmedia