From Meh To Magnetic: Selling Words That Work

Humans may have split the atom, landed on the moon and made scintillating art at the fiery intersection of mortality and consciousness, but sometimes we’re not that complicated.

We want more pleasure and less pain.

This means we can’t help but react to some words more than others. When you know this, you know a lot about selling.

The words you use to talk about your product – in your headlines, catalogue, product descriptions, newsletters, blog posts and everywhere else – aren’t neutral bystanders. They can stack the odds in your favour.

Or, if you choose poorly, they can do bunny ears behind your back.

How do you get the powerful ones on your side?

The first step is simply knowing what some of them are and that’s where this list comes in. It’s not exhaustive but it’s designed to get you thinking along the right lines when writing product descriptions, headline, newsletters and your wholesale catalogue.

Here are a few tips for best results.

1. You sell luxury.

If you make a lovely thing, you’re in the luxury business. Your work doesn’t have to be dipped in gold and sprinkled with gourmet salt flakes for this to be true.

Whatever you make, there are hundreds of thousands of vendors similar selling things.

But yours is handcrafted, small batch or otherwise created by artisanal means. That’s why it costs more. That’s what sets it apart.

Buyers can purchase the same type of item off Amazon in less than 20 seconds. It wouldn’t be as good as yours in a variety of ways, but they could buy a silver necklace or a cinnamon candle or fingerless gloves in less time than it takes to boil a kettle.

Crucially, however, if they’re on your website, reading your words, they’re NOT on Amazon.

If you’ve grabbed their attention they’re looking for something different from this purchase. For whatever reason, they care more about things like quality and craftsmanship than they do about holding onto their money – on this occasion, at least.

In other words, they want luxury.

So give it to them.

Even if the conventional trappings of luxury goods – the big shiny gift boxes and satin ribbons – couldn’t be more removed from what you offer.

Even if your stuff isn’t “expensive.”

When you talk about your work, make sure to use words that evoke the specialness, sophistication, rarity and exclusivity of luxury.

2. Sensory words are your allies.

Certain words get the sensory part of our brains firing.

Want to know the most powerful word a restaurant can use on a menu?

Crispy.

When a dish is described as crispy, people all over the world consistently order it in droves. Our brains find it irresistible.

Get the powerful imaginative engine that lives in the human head working for you by using sensory words – creamy, sparkly, minty, velvety – whenever you can.

3. Talk about what your work isn’t.

Maybe some body lotions are thin and watery while yours are whipped and rich.

Maybe some candles smell waxy or smoky while your scents are huggable, lively and toasty-warm.

Use contrasting words to paint a picture.

4. Find your sweet spot.

When presented with hundreds of glitteringly powerful words, it can be difficult not to go full magpie and use them all at once.

Actually, that’s a good exercise.

Choose a product from your collection and dive headlong into the list below. Pick dozens to describe your work. Don’t hold back. But when it comes to writing the final version of the words on your website, look for your personal sweet spot.

Use too many sensory and selling words and you’ll come across like a Romantic poet crossed with a QVC presenter.

Use too few and your descriptions are likely to feel flat and boring. Season your writing with powerful words in the same way you season dishes when you cook.

No-one likes an oversalted headline.

Luxury Words

Handcrafted
Hand-finished
Hand-drawn
Enriched
Superior
Unparalleled
Rare
Lavish
Quality
Selected
Noted
Luxurious
Skilful
Premium
Crafted
Cherry-picked
Unique
Cult
Secret
Chic
Archival
Extraordinary
Limited edition
Exclusive
Amazing
Remarkable
Ultimate
Exceptional
Stunning
Valuable
Unmistakable
Celebrated
Legendary
Grand
Must-have
Elengantly simple
Carefully crafted
Talented
Expert
Expertise
Flawless
Impeccable
Knockout
Masterpiece
Masterclass
Custom-made
Bespoke
Heirloom-quality
Finest
Small Batch
Deftly designed
Timeless

Abundance Words

Jam-packed
Squeezed
Stuffed with
Filled to the Brim
Brim-full
Chock-a-block
Chock-full
Awash with
Heaped with
Saturated with
Teeming with
Riotous
Plentiful
Loaded with
Crammed full of
Smothered
Blanketed
Plentiful

Colour & Light Words

Colourful
Fiery
Flaming
Blazing
Mirror-like
Glassy
Verdant
Glossy
Shiny
Golden
Silvery
Coppery
Dazzling
Foggy
Drab
Sparkle
Sparkly
Glittery
Glowing
Shimmering
Murky
Vibrant
Vivid
Shadowy
Moody
Luminous
Otherworldly
Sheer
Cheery
Sunny
Bright

Texture & Feel Words

Crushed
Plush
Super-soft
Cool
Dry
Frosty
Satiny
Silky
Silken
Coarse
Stiff
Sharp
Grainy
Flush
Even
Uniform
Rubbery
Porous
Springy
Elastic
Supple
Smooth
Electrifying
Tingly
Tingling
Bouncy
Spongy
Gritty
Crumbly
Powdery
Sandy
Scratchy
Wooly
Unruly
Wild
Feathery
Stuffy
Jagged
Jaggy
Hard
Slick
Fluffy
Furry
Leafy
Creamy
Velvety
Cottony
Cotton-rich
Watery
Thorny
Crispy
Sticky
Knotty
Rough
Chilled

Taste & Smell Words

Zingy
Buttery
Zesty
Bland
Fragrant
Aromatic
Woody
Citrussy
Bitter
Sugary
Spicy
Juicy
Lip-Smacking
Herby
Rich
Fudgy
Salted
Briny
Heady
Fresh
Tangy
Savoury
Earthy
Peachy
Smoky
Peaty
Yummy
Luscious
Hearty
Minty
Musky

Sound Words

Crashing
Thumping
Piercing
Jingling
Musical
Squeak-free
Creak-free
Humming
Buzzy
Hubbub
Sizzling
Snappy
Booming
Roaring
Crunchy
Clattering
Hushed
Whispery
Husky
Lilting
Riotous
Chiming
Fizzing
Popping

Pleasure Words

Satisfying
Magical
To lavish
Lavishly
Promising
Sensational
Tremendous
Splendid
Magnificent
Astonishing
Soothing
Comfortable
Revealing
Emerging
Feel-good
Lush
Enjoy
Luxuriate
Experience
Delectable
Indulgent
Merry
Carefree
Treat
Tantalising
Serene
Smile-worthy
Pure
Ravishing
Compelling
Ultra
Extra
Cosmic
Staggering
Triumph
Discover
Remarkable
Outrageous
Bonus
Powerful
To please
Irresitible
Delightful
Enchanting
Captivating
Pleasing
Loveable
Cheery
Joyful
Peaceful
You’ll love…
Relaxing
Bask in…
Bathes you in…
All day comfort
Just right