First of all, I want to cover something even more powerful than a word that was discovered in the Glyphius research. The lowly period. Putting that dot at the end of each line of your ad copy has an amazing 76% positive correlation with profitability. It is the highest scoring token found in the Glyphius database. That high correlation also indicates that it is THE most often mistake made by those creating poor copy. Use it. Period.



Other punctuation that have a high correlation with profitability include the ampersand (&) and the percentage sign (%). The exclamation point (!) is good, but not nearly as good as the period, ampersand and percentage signs. Use it more sparingly.

Here are some other words that I have found with nice high positive correlations with profitability:

Are

Or

From

Up

Find

Over

In

Save

Online

Check

More

Compare

Me

Of

Price

Guarantee

Order

Guaranteed

Less

One

Prices

Direct

Local

Has

Discount

Top

Area

Am

All

Full

Buy

Stop

On

Many of those have obvious implications. We all know that "guarantee" or "guaranteed" belong in the above list. Everyone feels more comfortable when they see a guarantee and know they can get their money back if they aren't happy with the product.

Many of the others in the list are mystifying. Why would "am" or "on" be profitable words? Of course, that is always a problem with statistical analysis. We can find out what words do, in fact, have a high correlation with profitable ad copy, but we can't necessarily know the answer to any "why" question. So, I'll leave it up to you to come up with theories about why these words sell so well.

The fact is that they do. Known profitable copy uses these words in statistically significant quantity as compared to known unprofitable copy.

Try using them more often in all of your sales copy.