In the 1970's, Duke University's Psychology Department compiled this data after long-term experiments in Neuro-linguistic programming. These words have been proven to evoke emotion in a listener or reader. The words are, in no particular order:
- You
- Money
- Save
- New
- Easy
- Love
- Discovery
- Results
- Health
- Proven
- Guarantee
- Free
The theory runs along the lines of weaving as many of the words into your vocabulary as often as possible. Apparently, this was not lost on the major advertising agencies across the world, as we notice all 12 words appearing in all types of media. It has also been pointed out to me that you can build a great spam filter using exactly the same words.