Power words are strong, emotive words that writers put in headlines, emails, blog posts and webinar titles to make people take notice. Research shows content that stirs high-energy emotions spreads further, but I haven't seen solid evidence that any particular word list lifts clicks, so use them sparingly and keep headlines specific and honest.
Where the idea comes from
The term is popular in content marketing. CoSchedule, a marketing software company, defines power words as strong words that make someone take notice, and lists headlines, emails, blog posts and webinars as the places to use them. It claims they appeal more than everyday phrases such as "how to". The page doesn't show a controlled study behind that claim, which is worth knowing before you build a headline around one.
You'll find long lists of these words online. I'm not adding another one here, because I haven't seen those lists tested in a way I'd stake your headline on. If you want to check a draft, a headline analyser can help you spot weak wording, but treat its score as a prompt, not a verdict.
What the research does say
The strongest evidence isn't about words at all. It's about emotion. Berger and Milkman, in a study published in 2012, looked at every New York Times article published over three months to see how emotion affects what gets shared. They found that content stirring high-arousal emotions, such as awe, anger or anxiety, was more likely to go viral. Content stirring low-arousal emotions, such as sadness, was less likely to. The effect held after they controlled for how surprising, interesting or useful the articles were.
So the useful lesson is this: what moves people is the feeling the content creates. A single word can signal that feeling, but it can't create it if the article underneath doesn't deliver.
Where hype backfires
There's a warning on the other side. Nielsen Norman Group's 1997 study found that objective writing scored 27 percent higher on usability than promotional writing, and that people scan web text rather than read it word by word. It's an old study, and it measured web pages, not headlines. But it's a fair reminder that stacking up hype words can make copy harder to use, not easier.
How I'd use them
Start with what the content gives the reader, then choose one word that signals the feeling honestly. Then cut anything that promises more than the page delivers. A specific headline that matches the article will serve you better than one packed with dramatic words. Our guide to writing an effective headline and these copywriting strategies go further on the craft.
Power words: common questions
Do power words increase clicks?
No verified source shows that a specific word list does. Berger and Milkman linked high-arousal emotion in articles to more sharing, which isn't the same thing.
Want AI doing the heavy lifting in your marketing?
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Can promotional wording hurt?
It can. A 1997 Nielsen Norman Group test found objective writing beat promotional writing on usability.
Where are power words used?
In headlines, emails, blog posts and webinar titles, according to CoSchedule.
Is there a definitive list of power words?
Not one backed by a controlled study that I've seen. Treat any list as examples, not as proven performers.
The short version
Emotion drives sharing; that part has evidence. Magic words haven't shown that evidence, so treat them as unproven. Write for the feeling your content earns, be specific, and don't let a list of dramatic words do the job your idea should be doing.
