How we change what others think, feel, believe and do

Punch Words

Techniques > Use of language > Persuasive language > Punch Words

Method | Example | Discussion | See also

Method

Use words that have impact, shocking the person into a state where they are ready to listen to persuasive messages.

Impact words may be made impactful by adding extra emphasis, such as making them louder or stressing them, enunciating them carefully and speaking more slowly.

Example

What would happen if your partner died? Would you be able to survive alone?

I have a million dollars in this case. Hands up those who want it, now.

Think of the sexiest woman you have ever seen. Do you want to be irresistibly attractive?

Discussion

Punch words have an emotional impact that deliver a blow to the listener that effectively feels like a punch.

Punch words work because they address deep needs, often threatening them in a way that stimulates strong emotions and makes the person sit up and take notice.

Punch words also work when appealing to our baser nature, and are often used in certain advertising in this way.

There are also some words such as 'now' that grab people ('now' works as it drags them into the present moment, from whatever reverie they were in).