Any high-performing piece of content or impactful speech uses words that give out a huge dose of gravity and meaning (even though they might sound like exaggerations).
Example: A speech from one of history’s most famous and highly regarded leaders, Winston Churchill:
Upon this battle depends the survival of Christian civilization
The whole fury and might of the enemy must very soon be turned on us
Hitler knows he will have to break us in this land or lose the war
But if we fail, then the whole world, including the United States, including all that we have known and cared for, will sink into the abyss of a new Dark Age made more sinister
This speech shows how using properly placed, emotion-triggering words can maximize the impact of a text or message.
The compelling words aren’t overused; they ensure that each important point is completely unmissable and taps into the strong emotions of its intended audience.
But in copywriting – be wary of exaggerating things too much.
Mentions of the ‘abyss’ would go down well for a country during a period of war, but would likely come across as overhyped and “try too hard” for a marketer of a product.
The real focus should be on words that SELL – that are part of a powerful language that motivates consumers to buy your stuff (even if they’re hesitant until the very last minute).