Words are powerful

There are many words that are potentially powerful and they have an effect in the people who is listening. Advertisers pay special attention about the words they are using. They really know that a powerful word is "free". Many times you are watching the TV and you didn't even realized of what they are advertising until they say the word "free" and then, everybody pays attention. Also, if you are reading the classifieds in a newspaper, if you see the word "free" is what makes you pay attention in an advertisement over to another one that doesn't say any of these words.

This effect also happen with words like "save", "guarantee", "easy", "new", "proven" and "now". All of them have an effect in people's minds. It is really often to find all of them together in an advertisement. For instance, a car seller advertisement would say: "Save money! Buy this car new and get it really easy. It's guarantee, we offer you the best quality. It's proven that our brand is the best one in the market. Don't wait any longer! This car could be yours now". It would increase the probability of being listened by the targeted customer and it would created a positive thinking to the customer who could think about buy a car and he feels that if he is getting that one, he is getting a good quality for a cheaper price than in other places.

Nevertheless, I would avoid them to sell a luxurious brand because they could make that the product could be seen as something affordable for everyone, and that is not what people who buy expensive brands require. In this case, I would use words like "unique", "only", "famous people", "special" or "luxury".