Studies, such as one conducted by Duke University researchers, show that in marketing, there are several key persuasive, powerful words. These words are often noted as: you, money, save, new, results, health, easy, safety, love, discovery, proven and guarantee. Some argue that "free" should also be one of these powerful words. Using these same words that marketers use to persuade others will also help you persuade your audience. Pay attention to advertisements and note words that are used repeatedly. Marketers and advertisers are taught to use these words to persuade the masses, and these same words can help you reach your persuasive goals as well.
In addition, use positive, happiness-associated words when giving your argument. Focus on being extremely positive about the strengths of the side you are arguing. Use adjectives like "incredible," "reliable" and "exceptional," so listeners will remember these positive words and associate your point of view with these happy words. In addition, it can also be effective to focus on the negatives of the opposing viewpoint and use unpleasant words then as listeners will also associate these negative words with the other side. Be careful not to go overboard with the negativity, however, as listeners may associate the entire conversation with a negative slant if you focus too much on the other side's downfalls.
Transition words can be helpful in maintaining momentum and helping listeners see that there are many reasons why they should agree with you. Each time a transition is used, listeners note that the argument is building and expanding. These words include: "therefore," "for instance" and "moreover," to name a few.
Facts and statistics can strengthen any argument. Using expert opinions, percentages and other numerical information immediately gives credibility and believability to your argument. People trust numbers because, as the adage goes, "Numbers don't lie." Incorporating this type of information into your argument can be very effective.