The Most Persuasive Copywriting Hoax of All Time
By: Bean Jones
"A prominent University in the U.S. identified these words as the most likely to influence people's inclination to buy:1. Discovery
2. Easy
3. Guarantee
4. Health
5. Love
6. Money
7. New
8. Proven
9. Results
10. Safety
11. Save
12. You."
If you found yourself being taken in by the words above, then you're not alone. Since the 1960s, countless individuals and even reputable publications have believed this study, which, throughout the years, was attributed to various universities in the US.
Busted by a Word Log
I myself would have been deceived by the copywriting hoax if I hadn't gone to the Language Log, a delightful site with tons of insightful dispatches from Mark Liberman and Geoffrey K. Pullum.
Along with other language buffs, Liberman and Pullum discuss a wealth of topics about anything and everything that has to do with words. In fact, it was a guy named Benjamin Zimmer who wrote the post exposing what may be called the most persuasive copywriting hoax of all time.
Cunning Columnist
Zimmer writes: "The list of the most persuasive (or powerful) words in the English language--variously attributed to researchers at University of California, Yale University, and Duke University--is actually a musty bit of lexical lore long predating the Internet. The earliest reference I've found in the newspaper databases is from way back in November 1963. And the source is not a surprising one: Bennett Cerf, a prolific vector of urban folklore."
Zimmner goes on to add that the hoax was most probably hatched through Cerf's syndicated 60s column, "Try and Stop Me." (His column title alone renders him suspicious.)
Trusted Sources
The fact that this copywriting hoax has been going around for over 40 years is a testimony to the fact that words are, indeed, the most powerful tools in the world of marketing and advertising. It also serves as a reminder to us all to be vigilant about our sources.
Most of all, it should convince us that if we want to learn how churn out good copy, we might as well tap well-known experts and solid resources. Otherwise, we'd just be putting our faith on data that's based on thin air.
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Comments
Very interesting,there must be something in it. The fact is that some people are convincing, some not, and use of right words is definitely part of it.
I find it a bit amazing that the word "amazing" did not make the list.
When you want results in a field you don't know, best to ask someone who really knows, and then put that into practise, or you will remain dependant on your experts. That is, if you weren't wanting to be dependent.