Power words : They strike deep into the heart of a listener or a prospect. Used with skill, they can help you sell anything – ideas, support, products – to anyone.

Power words appeal to deeply rooted emotions and desires – the anticipation of being first in line for an exciting new product or the chance to remedy a longstanding problem, for example. You can use power words to add impact to print advertising, brochures and newsletters, talks and sales presentations, even seemingly casual telephone conversations.

Power words attract attention, build intense longing, and help persuade your listeners to move in the direction you want. Whether you're trying to sell a product or service, build support for a cause, or simply get a group of peers to listen to your idea, here are 25 power words that can get you started. Any one of these passionate words can help bring you the powerful result you want.

• Bestselling. Consumers often run with the crowd. And a bestselling product or service can't help but attract more customers, as soon as its popularity peaks. Possible use: Ad or circular headline.
• Discount. This word has been the bedrock of many a successful retailing operation – not to mention a big part of the couponing industry. It appeals to people who can't resist a bargain. Possible use: A buying incentive or coupon program, or a short-term product sale.

• Endorsed. The term means that other credible people find your ideas worthy. Possible use: Testimonial to help you sell a product or generate widespread support for an activity.
• Expert. The actions or beliefs of a top-notch professional carry credibility. The more you can rely on the claims of an expert, the more credible your claims become. Possible use: Third-party authentication of an idea.
• Flexible. This simple word connotes choice, options, and accommodation. Possible use: Comeback to a sales prospect who voices objections over your offer.
• Free. Arguably the most powerful word in most modern languages, the term “free” connotes the possibility of getting something for absolutely nothing. Possible use: Premium offer. When attempting to make a sale, offer something of value – a training session, an informational booklet, even a novelty – at no charge if the product is bought.
• Genuine. This word symbolizes legitimacy and authenticity – a no-substitute product or an original idea. Possible use: Slogan or tag line.
• Guaranteed. Upon hearing this word, your listener may come to believe that he has no chance of losing anything. Possible use: Introducing a warranty or complete-confidence service plan.
• Immediate. People live their lives at breakneck speed today, and anything that brings closure to an issue or immediate gratification of a need may have deep value. Possible use: Action-generating technique; people who take action on your request now will get some immediate payoff, such as quick turnaround, delivery, information or response.
• Improved. This word evokes a sense of change, dynamism and commitment to excellence. Possible use: Revitalizing a product line.
• Innovative. This word appeals to the creative and entrepreneurial spirit present among so many individuals. Possible use: Proposal for change.
• Legendary. Imagine – an idea or theme originating in some great historical cause or espoused by respected individuals in years gone by. That's what the term “legendary” means to listeners. Possible use: Advertising campaign built around the timelessness of a product line.
• Limited. Scarcity is one of the world's great motivators. Listeners and buyers often covet something that only a limited number of people can have. Possible use: Sales closing tool. Great for reminding prospects of a limited quantity or a brief order period.
• New. The word suggests novelty, surprise and energy. Possible use: Rationale for a hard-to-convince prospect.
• Packed. This simple word suggests quantity and value. Possible use: Explanation; the perfect descriptor to begin a summary of a product's outstanding contents or a proposal's positive characteristics.
• Personal. We're living in an age of individualism, and any pitch directed to a unique set of needs and interests easily attracts attention. Possible use: Presentation offering customized service.
• Powerful. This word is what it's all about: a commanding, overwhelming belief that your idea or presentation can make a world of difference to your listener. Possible use: Verbal or written appeal to the “underdog.”
• Refund. Mention this word, and you immediately suggest no risk and no obligation. Possible use: Sales closing technique.
• Secret. It's what everybody craves and loves. The chance to learn something confidential and important can be overpowering. Possible use: Attention-getting opening to a sales conversation.
• Secure. This quality attracts individuals everywhere. Anything that can lead to personal, professional or financial security is usually perceived as a plus. Possible use: Name of a program or product line.
• State-of-the-Art. This term symbolizes consistency with the latest technology and modern trends. Possible use: Appeals for upgrading products or services.
• Superior. In today's quality-conscious world, this word suggests standards of excellence – standards that others don't meet. Possible use: Cost-benefit analyses.
• Trusted. This word means that other people – perhaps many other people – have confidence in the idea or product you're offering. Possible use: Bolster credibility of surveys and public opinion, past sales successes, testimonials.
• Unconditional. No arguments, no second-guessing. This term suggests an absolute commitment to satisfaction and results, as defined by your listener or prospect. Possible use: Irresistible trial close in a sales presentation.
• Unlock. This word suggests that, with little effort, your listener can gain access to some previously secret wisdom or quality. Possible use: Title or thematic anchor in a promotional brochure.