As you write more and more copy, you tend to develop your own list of ‘go to’ words.

You know that if you’re in a scrape and your brain isn’t functioning properly after a heavy night, you can dip into this universal sack of trigger words and the result will be half decent.

But I wondered…

Are everyone’s ‘go to’ words the same?

And if they are, surely what you’re really looking at is a list of not only the most popular words used in copy – they could well be the most effective.

So, I posed the question to copywriters all over the world via the Warrior Copywriting Forum: if you had to pick five words that you always had to use in every piece of copy, what would they be?

The response was very interesting.

As I expected, a lot of copywriters have a few of their own ‘go to’ words that they prefer to others – but there are also a number of words that appear over and over again.

What are they?

Well, here are the five most popular – and possibly most effective – words you can use in copy…

And remember, these are voted for by fellow copywriters all over the world…

1. You
2. Now
3. Guaranteed
4. Imagine
5. Because

Do they match up with what you expected?

A few certainly do for me, but what do you think?

And just to give you a little more food for thought…

Here are the closest runners up: ‘if’, ‘better’, ‘feel’ and ‘order’.

Leave your comments below and next time I’ll break down why I believe each of the top five words are so poplar.



Glenn Fisher is an author, copywriter, podcaster and speaker. After a number of years working in the local council, he left to become a copywriter and founded, a free online resource for direct response copywriters and marketers. For over a decade he worked with The Agora, a multi-million pound international financial publisher before leaving in 2018 to write freelance. His first book, The Art of the Click, has quickly become an Amazon bestseller and was shortlisted for the Business Book Awards. He is the host of the popular All Good Copy Podcast and regularly writes and consults for numerous businesses, brands and ad agencies. He lives happily with his partner Ruth and dog Pablo on the east coast of England.


  1. Mark Watson Reply

    Very interesting Glenn. I agree with you and now, others are more surprising but I can see why.

  2. Hi,
    I use ‘you’ and ‘now’, I think ‘guarantee’ can be a tricky one but it is powerful. ‘Imagine’ is a lovely word and you can’t read it without dong it so I think it works well.
    Thanks for that, it makes interesting reading.

    • I agree. You and now are two I always seem to use. Guaranteed is a good one but only if it’s genuine – which too often it isn’t.

  3. I’m surprised that ‘so’ isn’t on there, as it’s the most common way of describing the effect of a product service.

    “So you can stop worrying about X, Y, Z.”
    “So X becomes much quicker/easier etc.”

    I couldn’t help but cringe a little bit when I saw ‘guaranteed’ in the list. I’m surprised too – surely you can’t ‘guarantee’ a lot of the claims you make as a copywriter?

    • I guess people are using because instead of so. I prefer so. It’s shorter. As for guarantee, it’s like I mentioned to Sally. It works if it’s true but that is very rare.

    • Cringe? If you can’t guarantee what you say as a copywriter then maybe you should consider a change of career. It lies at the heart of the reader / copywriter brief relationship. It sells.

      • I agree with you, Anon, and think most people would – if you can’t guarantee something you shouldn’t use the word guarantee.

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