Raymond Duke

Raymond Duke

Simple words that trigger emotions
October 19, 2022

The more you learn about persuasion, the better you’ll be at noticing which types of words trigger your readers’ emotions.


Some of these words are timeless, such as:


  • Free
  • Limited
  • New
  • Proven
  • Easy
  • Secret


Look at any high-converting sales material and you’ll likely see one or more of these words.


But, these aren’t the only words.


There are other words that, unless your eyes are as sharp as an eagle's, go unnoticed. These under-the-radar words end up being some the most-effective phrases imaginable! So, where do these words come from?


A deep analysis of your market.


You see, every type of audience has words or phrases they use to support their team or go against their rival. For example, an American Democrat in 2022 who wants to discredit their opponent would refer to them as a “Trumper” (i.e., Trump supporter). This simple word, “Trumper”, triggers an emotional reaction and thus makes their listener more likely to accept their ideas. People are, for better or worse, simple minded.


Of course no one wants to believe they’re simple. And yet, all it takes is saying the right words... in the right order... to get the response you want. Used wisely, this is powerful and makes a positive difference in the world. Used incorrectly, well, is something I’d rather not discuss.


Actions may speak louder than words, but the right words trigger the actions.


Raymond Duke