According to Yale University, the twelve most persuasive words in the English language are:
These are the persuasive words marketers should be using in advertising and direct mail copy. Even more important, these words should be highlighted on your web sites since people tend to scan, rather than thoroughly read, web sites.
As pointed out by Gary Bourgeault in thealphamarketer blog, these and similar words have long been used by successful marketers.
I wonder how much “junk mail” and “junk e-mail” we each receive daily is classified as such merely due to the lack of presence of persuasive words. If you are writing, or approving, copy the above list should probably be posted within your work space.