The 7 Most Powerful Words in Persuasive Content

Award-winning writer Kathy Widenhouse has helped hundreds of nonprofits and writers produce successful content and has gained 600K+ views for her writing tutorials. She is the author of 9 books. See more of Kathy’s content here.

Posted 1.5.25

“Simplicity is the key to brilliance,” said martial arts icon Bruce Lee (1940–1973). That truth stretches across disciplines, including writing. Simple is powerful.

That’s why the most powerful words are often the simplest — especially in their ability to persuade.

Words are merely a combination of straight and squiggly lines. But the emotion a word represents wields influence. A powerful word taps into the way we humans think and behave. The most persuasive words show readers a truth about themselves — a truth they may know but have not admitted or do not understand.

And ironically, the most powerful words are among the simplest in the English language. Those listed here, with one exception, are just three or four letters long.

Wise writers understand what’s universally important to people — and they understand how powerful certain words can be. Persuasive writers choose their words with purpose. See if you agree.

The 7 most important words in persuasive content

1. You

People need personalized attention. When you use “you” in your content, the focus shifts to your reader. Your content feels conversational and tailored to the reader as if you’re speaking directly to them.

In fact, “you” has been called the most important word in content writing and copywriting because it reveals the writer’s true priority: his reader. Rather than highlighting what you offer, “you” focuses on your readers’ needs with solutions, advice, entertainment, or information to meet those needs. Doing so makes your content more personal.

• Writing tip: Count the number of “you” words and the number of “me” words in your content. “You” words should be at least double the number of “me” words. If the 2–1 ratio minimum is not there, then rewrite your content until it is.

2. Free

People need value. “Free” is not only a good deal, but it also gives readers a sense of achievement they can accomplish with as little effort as possible. Getting a good deal satisfies a psychological need for making smart and worthwhile decisions.

When you learn to use “free” in your content, you spur readers to download, give, buy, respond, engage, comment, and sign up. It’s a powerful tool to have in your persuasive writing toolbox because it taps into our human desire for efficiency and good choices.

• Writing tip: Use “free” in your content, but provide genuine value. When you’re offering something at no cost — whether it’s information, resources, or samples — make sure the quality is such that people would be willing to pay for it.

3. Yes

People need value. “Free” is not only a good deal, but it also gives readers a sense of achievement they can accomplish with as little effort as possible. Getting a good deal satisfies a psychological need for making smart and worthwhile decisions.

When you learn to use “free” in your content, you spur readers to download, give, buy, respond, engage, comment, and sign up. It’s a powerful tool to have in your persuasive writing toolbox because it taps into our human desire for efficiency and good choices.

• Writing tip: Use “free” in your content, but provide genuine value. When you’re offering something at no cost — whether it’s information, resources, or samples — make sure the quality is such that people would be willing to pay for it.

4. New

People have high levels of FOMO (Fear Of Missing Out). Those with their fingers on innovation are seen as trendsetters and leaders who are in the know. “New” is exciting, upgraded, better quality, enriched, improved, or value-added. It puts FOMO to rest for your readers and gives them the feeling they have insider information.

“New” is powerful for yet another reason. When you sense something new, your brain releases dopamine. It’s the “reward chemical” in your brain. Dopamine helps you see potential rewards and motivates you to get them. You could say using “new” in your content is akin to giving readers a dopamine spike, so you can understand why it’s one of the most powerful words to sprinkle throughout your content.

• Writing tip: always pair the novelty of “new” with trust. If your reader doesn’t trust you, she will likely pause at the word “new” and perhaps think you’re click-baiting her. Give your reader reason to believe what you’re saying by using facts, statistics, and expert testimony. Build trust — and your readers will embrace all the newness you can offer. 

5. Because

People resist change. That’s why “because” is a top-tier persuasive word. It explains why. “Because” gives your reader a reason to do something different … to take action … to change their attitude … to embrace a cause … to click, like, follow, download, give, volunteer, buy …

Writing tip: Pair “because” with at least one benefit — preferably two or even three. The more reasons you explain “why,” the more compelling your content is. For example:

• Use this word because it explains why.
• Use this word because it explains why — and you’ll move people to act.
• Use this word because it explains why — and since people notoriously need a reason to make a change, “because” will persuade them to act.

6. Now

People are in a hurry. “Now” is powerful because it provides efficiency and speed, wrapped up in a tiny 3-letter word that’s seemingly inconsequential. Yet its urgency bubbles up and moves readers to act immediately … rather than later.

• Writing tip: You can use “now” to communicate more than a tight time frame. It’s handy for contrast (then versus now) and to give readers step-by-step instructions (“Now, fill in your name and email address”).

7. Easy

People are lazy. “That’s not a criticism,” says America’s copywriter, Bob Bly. “It’s simply human nature to want things to be as easy as possible.” And for many, life has become complex and chaotic.

When you offer a simple solution, readers perk up. They want straightforward answers. That’s why “easy” and all of its variations are so powerful in your content, Synonyms like no sweat … trouble-free … basic … a snap … quick and problem-free … no-brainer … nothing to it … comfortable … manageable … just one thing … a piece of cake …

• ​Writing tip: If you promise “easy” in your headline, in your hook, in your call to action, in your social media post … well, you better deliver. Otherwise, your reader will read your content and think, “That’s not easy.” You’ll insult the very person you’re trying to help and lose his trust in the process. And that will turn him off to anything else you have to say.​

How to use the 7 most powerful words in your content

My husband has a barn packed full of power tools, which he uses and re-uses and repairs and lends out to friends and family. Each tool has a job to do. Collectively, they allow my husband to care for our home. Me? When it comes to power tools, I’m clueless. I cannot even start our weed eater.

For writers, words are the persuasive power tool of choice.

Each tool has a job to do. Collectively, their mission is not to win you notoriety or take care of yourself. Rather, words allow you to take care of your reader.

So when it comes to using power words, don’t be like me and power tools — clueless. A ready-made list of persuasive words means nothing if you don’t understand people.

Yes, by all means, get in the habit of using the 7 most powerful words in your content as often as you can.​ But do so by understanding one thing first: your reader’s needs. People need personalized attention, value, and positivity. They have high levels of FOMO and they resist change. People are in a hurry. But they’re lazy.

Understand people and their needs. Then strategically set specific words in the places they will help your reader the most.

Words are powerful. Especially influential ones. Use them wisely.

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