The Power of Words
Check out this article from Berkeley News. It's about a study that showed how conservatives and liberals had emotional reactions when they heard certain "hot button" words. I love this. Why didn't I get a Ph.D. in rhetoric? (It's because I'm kind of lazy and also I had children) If you've studied persuasive writing at all, you know that there are buzz words you can include to make the reader think, and ultimately do, what you want. Certain words compel people to take action, especially to get out their wallets. In that same way, you can play upon people's natural leanings with your choice of words. That's one reason it's critical to know your audience. Now there is that overlapping area between compelling and lying (using the words "sale" and "quality" are great ways of getting attention but they might be completely false... words like "quality," "terrific," "best" are particularly useful if ...