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# Magic Words
- URL: https://bwritr.ghost.io/magic-words/
- Published: 2024-06-10T01:15:56.000Z
- Updated: 2024-06-10T01:15:56.000Z
- Description: We look at how copywriters pick words for maximum impact, using the travel & tourism industry as an example.
- Author: Fiona Freeman
- Tags: Content Creation

We all know the saying, “*A picture says a thousand words.*” That’s true, of course – and pictures are hugely influential – but words matter, too.

## The power of language

Words are crucial in adding emotion and building trust, especially online. In the digital world, consumers can’t chat face-to-face with a salesperson or pick up and look at a product before purchasing it.

Our job as writers and content creators is to bring readers as close to that real-life experience using words.

Some words have a certain kind of magic about them. In the travel industry, for example, simple phrases such as a *tropical island*, *luxury spa retreat, safari lodge* or *Northern Lights (aurora borealis)* can be enough to make people start dreaming.

Put these ‘magic’ words in the right place – a newsletter subject line, a product name, a tagline in an advertising campaign – and you can significantly boost consumer engagement and conversion rates.

## Speaking your audience's language

But don’t forget that words trigger different responses in different people, so always keep your audience in mind. (Not every would-be holidaymaker will be convinced by an *extreme bungee jumping adventure*, for instance…)

Which words have magic in them for you?

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