We have all heard the term.

“Money makes the world go round”.

But like many saying’s it’s only a half-truth.

Firstly money has never made the world go round and never will.

If we are speaking scientifically gravity is what makes the world go round.

Always has, always will.

Pretty obvious that one.

But I know you didn’t click onto this article because you wanted a science lesson or me stating the obvious.

I know you’re smart enough to know that money doesn’t actually make the world go round.

But perhaps you do understand the concept of the phrase. Because looking at our society it would seem that money is truly what makes our society run.

And you would be right.

Without money or at least some kind of value and exchange system, it would be very difficult for us to run our society.

I know there are some people who say that the world would be a better place without money or that “money is the root of all evil”.

But those statements just aren’t true.

Money isn’t “good” or “bad” it’s simply a method of exchange.

It’s kind of like energy in some sense, almost like the “The Force” in Star Wars (yeah I made a star wars reference).

It can either be used for “good” or it can be used for “bad”.

It simply depends on the person using it.

And in truth, many things could actually be used as a medium of exchange in an economy, and have been throughout history.

However, money has come to be the most useful medium of exchange in our society and will likely remain so forever in some way shape or form, likely digital. (or maybe bottle caps? If society goes under…)

We need some form of currency, in order for society to function.

And money seems to be the best thing we have at the moment. (If you have something better. Let us know)

And so it makes sense why many say “Money makes the world go round”.

But is it actually true?

Well, when you look at deeper into it.

The truth is there something that is even more powerful than money that drives our world.

This thing has inspired marches, it’s started wars as well as ended them, it evokes emotion, it’s created laws, books, movies, and your favorite Netflix TV series…

It’s started movements, inspired action, taken us on journies, made us laugh, made us cry, made us angry, it’s responsible for trillions and trillions of dollars being exchanged every year.

It’s been in our society in some way shape or form since we were cavemen.

It’s more powerful than all the world's greatest armies combined and it’s something you’re using right at this very moment.

What is it?

WORDS.

You see there is nothing more powerful than words.

It is words that truly move the world.

Out of 26 characters (in the English language) are an infinite number of ways to inspire, to tell a story, to teach, to express your feelings, to generate money, to write treaties and laws that structure our society, to sign deals (and break them), to sell your product or service and to share your story.

Words are unbelievably powerful.

In business, the use of words whether written or through speech can literally be the defining factor in whether a client or customer decides to do business with you.

Your choice in how you string together 26 little characters is the single most important factor in your success in business and life.

I’ve been learning the incredible power words since I began delving into the world of copywriting. (It’s actually what inspired this post)

In fact, I would go as far as saying that learning the fundamental principles of copywriting has forever changed my perspective on the power of words.

I'm not here to give you a crash course in copywriting.

But if you don’t know what it is essentially it’s the process of using the written word to persuade someone into action; that action might be to sign up for a course, a webinar, a cause or charity or to purchase your product or service.

Let’s take for example two sentences both selling the same product but using different words.

For example, let’s say you want to help people have more energy and you have put together a piece of content for sharing this knowledge with people.

It could be a blog post, an article, a youtube video, or a podcast episode.

It doesn’t matter.

The approach is still the same.

Let’s look at our first example:

7 Ways to Have More Energy.

Now with this title, you may click onto this piece of content.

But let’s say you spiced it up a bit by adding and changing the words you use..

The 7 Proven Secrets to Unstoppable Energy

See how much more powerful that is?

Using words like “Proven” “Secrets” and “Unstoppable” are what are considered ‘power words’ in copywriting.

They entice people and peak curiosity.

But what if we took it one step further and add a few more words.

The 7 Proven Secrets to Unstoppable Energy that Coffee Companies Don’t want You to Know

Tell me you wouldn’t click that title?

Yeah, I thought so.

This is just one example of the incredible power of words.

Let’s take a look at a couple of real-life examples.

Rolls Royce:

This advertisement by David Ogilvy is hailed as one of the best displays of copywriting in action.

There is so much power just in this little snippet. The use of the quote “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock”

Immediately piques curiosity and allows the reader to imagine themselves driving the car.

Then the follow up with a question as opposed to a statement further engages the reader and doesn’t make them feel like they are being “sold” too.

Instead of saying “The Rolls Royce is the Best Car in the World” which would immediately turn people off.

David uses a question. And then follows it up with a very well selected quote that answers the question.

Very smart.

It’s no wonder the advertisement sold so many cars for the company.

But that’s a pretty old example..

Let’s take a look at a more modern example of the power of words (good copy).

Trello:

Do you know what Trello is?

If the answer is no (like it is for most people), then behold the power of good copy.

These guys know what they’re doing.

Their product description — like most of the copy on their site — is crystal clear

There is a lot that could be broken down even in just the header. But ill save you the breakdown and sum it up in one word.

Clarity.

They don’t beat around the bush or use fancy or sophisticated words to try and look smart.

They could have easily said, “Trello is a web-based list-making application” who the founders are and when the company was established…

Like most businesses do.

But they didn’t.

Why?

Because no one cares.

And they know this.

They know that every person who visits their site is thinking one thing and one thing only…

“What’s In It For Me?”

And they answer that question beautifully.

Not only do they explain their product in an easy to understand way (another important thing to do) but they also speak directly to common pains almost every business owner who runs a team faces (the secret of good copy).

It’s genius and it’s why they’re doing so well.

It’s a true display of the power of words and why they’re the true driver of business and society.

You see.

You could have the best product, service, or article in the world.

And you could put all the money in the world into your product or service…

But if you don’t know how to express its value through the appropriate use of words, it doesn’t matter what it is it won’t sell.

And all those people you could help will never get to use it (or even find it)

That’s the power of words.

And that’s why it’s words ( and their appropriate use) that truly runs our world.

Not money.

Money will only get you so far.

But words.

There is no limit to their power.

Use them wisely.

This article was originally published by Isaac blencowe on medium.