Marketing MadmeImagine having an almost hypnotic power to compel customers and clients to engage with your security industry business and get ahead of the competition — no matter how big they are. What would be the possibilities if you could immediately instill confidence and create enough urgency that customers were anxious to close the deal, so they don’t miss out?

It’s possible when you use power words.

We’ve talked a lot about leveraging tech partners, digital ads, SEO, and developing sales funnels. What we have not talked about is the importance of the words you use to achieve these things. Words are, after all, the foundation of all marketing.

But the right words are far more than the foundation of marketing; they are marketing power. We’re talking crazy Jedi mind tricks kind of power.

As a refresher to you non-Star Wars buffs (if there is such a person), the Jedi Mind Trick is when a Jedi uses the Force to put their ideas into someone else’s brain, which encourages that adversary to comply with the Jedi’s wishes.

Remember the scene in Star Wars: Episode IV when Obi Wan Kenobi stops the Stormtroopers from finding R2D2 and C3PO? With a wave of his hand, Obi Wan tells them precisely what he wants them to say, and they mindlessly repeat, “These aren’t the droids you are looking for,” and then let him through the checkpoint.

Marketing power words are a lot like that. Few understand this concept and even fewer utilize it well. What makes this exciting is that once you understand and harness the Force, your security company will excel, whether its a start-up or a large organization.

Words are powerfully stirring, gripping and compelling, and there is actual science behind their use. Power words are words used by marketers and copywriters to trigger a psychological or emotional response. Power words incite a feeling, action or opinion. They make you desire a product, click “buy now,” or trigger a memory. Sounds simple, right? Not quite.

Power words are words used by marketers and copywriters to trigger a psychological or emotional response.

Here’s an example. Social psychologist Ellen Langer tested the impact of adding a single word to a communication where she tested the success of getting ahead in line.

“Excuse me; I have five pages. May I use the Xerox machine?” – 60 percent said OK.

“Excuse me; I have five pages. May I use the Xerox machine because I’m in a rush?” – 94 percent said OK.

“Excuse me; I have five pages. May I use the Xerox machine because I have to make some copies?” – 93 percent said OK

Adding a single word made a significant difference, even in the third example where the reason was apparent and should have been equal to the first example where the reason is equally obvious but implied.

What does this mean for your security industry company?

The correct use of marketing power words provides instant access to the big time. It’s like having an unlimited marketing budget and the massive influence of a Fortune 500 company.


Whether in websites, ads, brochures or any other marketing material, everything in sales and marketing is about influence. But here is the secret so few understand. Most influence isn’t about authority; it is the result of effective and compelling communication.

For any person who seeks to drive an audience further down their sales funnel, using power words offers these benefits:

  • Builds trust and credibility. Words like proven, research and results give people a reason to believe your offer.
  • Inspires action. Consider any popular business or life coach. People act on their advice because they use words like change, opportunity and responsibility.
  • Makes them feel important. It can take a simple word such as surprise, secret, bonus, reward, freebie or special to make your audience feel valued.
  • Makes your offer feel exclusive. Think about how words like only, limited, membership, insider, premium, invitation, select and sneak peek work in your own life. 
  • Builds urgency. Even if you ultimately believe the offer is everlasting, words like don’t miss out, limited amount and offer expires still trip an emotional nerve and inspire action. 
  • Makes them feel safe. Words like proven, certified, backed, privacy and guaranteed, make people willing to risk spending their money. 

In a world where marketing is fast and online, and we are all accustomed to immediate gratification, the words you use in marketing are more critical than ever. Sometimes your potential client’s first impression is their only impression — so make every word count.

May the Force be with you!