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Magic Words that Sell: What Copy to Use in Your eCommerce Site

Never underestimate the persuasive power of words when it comes to marketing and sales.

As a business owner, marketer, or operator of an eCommerce site, it’s essential for you to be familiar with the different words and phrases that can boost the effectiveness of your write-ups on your site. Whether these are blog posts, product descriptions, or simple ads, crafting the words right for your target market will surely make them more worthwhile.

Even if you have a copywriter, there are times when you might have to write some of the copy yourself or at least come up with titles for blog posts, promos, and more. It’s especially necessary if you’re the one who will really be writing everything or even just proofreading.

Words That Attract and Convert

There are tons of research that has been done about the use of specific words in selling. Using the proper words will increase your conversion rate and are likely to attract more visitors and customers.

Here are some of the words that are bound to make your copy more appealing…


People are naturally drawn to freebies! Just look around you and you’ll see how widely used this is in marketing and sales. Different companies always give out free things and other bonuses to drive people closer and pay attention to what they’re offering. It’s also a great way to let others try what you have.

In your product/service descriptions, for instance, you can come up with FREE stuff to include, such as a FREE carrier bag, FREE cleaning, FREE consultation, and more. Sometimes, even if an item is actually part of the package originally, others make it sound as if it’s a bonus. After all, it’s the perception of the customers that matters more.


Make it all about your audience, and less about you. This means that you point out the benefits of your product or service. What’s in it for your target market? You’ve got to emphasize these things and actually use the word “YOU”.

For example, instead of saying “We take good care of your social media needs”, you can say “With our social media management, you can focus on what you do best”.

Always using “you” makes it more customer-centric, which will make people warm up better to you.


Do you know that all effective salespeople make use of the word “because”? It’s undoubtedly powerful! Studies show that using “because” alerts people to a reason that makes your offer seem more valid, even if it’s just something simple or it sounds “given” already.

The mind is programmed to believe in anything that has a reason behind it. This is why using “because” is more persuasive and can trigger the mind to accept more readily and more willingly.


Oftentimes, “imagine” is associated with dreaming and visualizing positive things. Allow your audience to imagine what it feels like to actually purchase and own your product.

Many have proven the power of the mind to initiate strong feelings. And when this happens, the emotions you elicit through the imagination can drive people to feel really good about your offer— to the point of wanting to buy it so badly!

For instance, if you’re selling a car and you want to emphasize the elegant interiors, you can write “Imagine yourself getting into your luxurious ride and relaxing on the plush leather seats, all your troubles melting away as you settle in your very own world-class mobile hotel room…” or something like that.

Try to integrate various senses into your description. It doesn’t have to be just about what is seen and felt. You can add something like “Imagine the scent of a brand-new car…”


Using the word “value” brings attention to why getting the offer is worth a customer’s money. When you emphasize values, you’re not just talking about features and benefits. It’s more of proving worth.

What people really care about is how something will help them achieve their objectives or overcome a particular problem. This is where value comes in.


Incorporating the word “special” in association with a product will make people feel that the item is unique and of great quality and value. This is surely more eye-catching and creates an impression that the product is better than similar competing products.


Creating a sense of urgency is always a good marketing practice and selling technique. One way to go about it is using the word “now”. It triggers the urgency in a person, propelling him/her into action.

This magic word is great for your call-to-action sections. It’s a wonderful integration in promos so that you can boost sales within a shorter period of time.

Aside from the word “now”, you can also make use of “hurry”, “quick”, “fast”, and “only” to also communicate urgency.


Psychologically, consumers don’t like missing out. They tend to make a faster decision to buy when they know that the offer will not last long.

This is why the word “limited” is very effective.

Its magic does not only deal with urgency, but it also gives that sense of being above others when people avail the product or service. It’s another great strategy in sales because most customers love having an edge over others.


In your copy, it’s also great to include the word “proven” which gives the impression that studies have been conducted to ensure the high quality of your product or service. It will make you, as a brand, appear more credible.


People are usually more doubtful when shopping online. You need to give assurance that the product will be delivered and that you can be trusted. Thus, using the word “guaranteed” can actually give a false sense of assurance and somehow build trust and credibility.

This word has the same effect as “proven”. It works to provide a pat on the back, which can answer a person’s silent objection that your e-store might not be legit or the product might not be how it’s expected to be.

Try incorporating the above words into your copy. Being conscious about these magic words that sell will surely improve your website content, and help boost sales in the long run.

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