by Honora Wolfe

There are some words that are more powerful than others in the effective writing of ad copy of any type. Your words need to reflect authenticity, peace of mind, comfort, experience, tradition, and warmth.
First remember that the most powerful words in marketing anything are: YOU, FREE, and GUARANTEE. However, you can only use FREE sparingly and probably GUARANTEE not at all. So, what's a practitioner to do?
Here are some other words to help you build the above feeling tone into your written promotional materials. For a really thorough list of such words, get a copy of Words That Sell by Richard Bayan.

Authenticity: genuine, pure, true, faithful to, legitimate, has stood the test of time, proven
Comfort: soothing, peaceful, relaxed, a haven of..., serene, friendly
Convenience: fits your schedule, at your convenience, strategically located
Easy: effortless, manageable, accessible
Experienced: professional, authoritative, veteran, qualified, master of..., capable, competence
Honest: Straightforward, integrity, sincere, genuine, reliable, authentic
Indispensable: necessity, invaluable, essential, crucial, urgent, the heart of, vital
Advanced: ultramodern, the latest, innovative, scientific, latest technology, designed for today’s___, a breakthrough in____
Reliable: practical, strong, dependable, laboratory tested, rigorous standards, quality-controlled, no shortcuts, a proven track record, trusted
Results: boosts, performs, accomplishes, fast-acting, delivers, improves, maintains, provides, restores, revitalizes, protects, corrects, compare for yourself, find out for yourself
Security: total privacy, safe, shelters you from, guards you against, puts your mind at ease, rest easy, depend upon, rely upon, you’re in control
Traditional: legendary, historic centuries-old, in the tradition of, the legacy of, timeless, immortal, enduring

So go forth and write scintillating copy that convinces potential patients that your clinic and our medicine is an authentic, reliable, indispensable, time-tested and safe approach to revitalizing their health!

Best wishes!