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99 Words That Evoke Comfort

For many of us, the impact of the coronavirus here in the U.S. right now is more emotional than physical. Although that ratio of concern will change dramatically over the next few days as many more of us become ill, there are tools in marketing that can help us alleviate some of the issues around mental health many of us are experiencing. Feelings of panic (translated into buying massive amounts of toilet paper), anxiety, fear and all the other emotions are causing us lost sleep at a minimum.

Words are an important component of everyone’s toolkit that can be used for good. [pullquote]Don’t underestimate the impact we can have on each other’s sense of well-being by simply using the right words in our communications.[/pullquote]

This is a no-brainer for carefully constructed messages from organizations and leaders, and people like me are employed to review these messages to the nth degree. But what about when we talk to each other? Or post on social media? We can all do our part to help calm each other by using words that invoke comfort – rather than fear. It seems small, but it can really help convert anxiety into action. (If you’re looking for more on that transformation here’s a great blog post from

Before I get to the actual words, those of us working in marketing communications understand that the most powerful messages are those that evoke emotions. This is not just for selling consumer goods either. Health IT leader Revel has executed programs for major health plans to motivate people to get a flu shot. When the team at Revel used messaging that evoked the emotion of empathy – in other words motivating people to protect those more vulnerable to flu – they were able to get nearly 50% more people to agree to a flu shot.

So while it’s true that words mean things – we know they also have emotional impacts as well. The following is not an all inclusive list, in fact I’d encourage you to add more words that you know help people feel comfort, not fear. But this is a start. It’s something to think about when posting on social media, texting friends or even just talking to your mom.

23 Words That Evoke Fear: 

Fooled, beware, blinded, alarming, scarce, rare, immediately, only, hurry, devastating, heartbreaking, hoax, prison, revenge, risky, avoid, scary, backlash, costly, assault, frantic, hazardous, untested

99 Words That Evoke Comfort:

  1. admirable
  2. amazing
  3. amusing
  4. approachable
  5. articulate
  6. attentive
  7. benevolent
  8. blessed
  9. bold
  10. bountiful
  11. bright
  12. brilliant
  13. captivating
  14. caring
  15. charismatic
  16. charming
  17. cheerful
  18. comfortable
  19. compassionate
  20. congenial
  21. conscious
  22. constant
  23. courageous
  24. courteous
  25. dedicated
  26. delightful
  27. deserving
  28. determined
  29. disciplined
  30. earnest
  31. ecstatic
  32. effective
  33. eloquent
  34. empathetic
  35. energetic
  36. engaging
  37. entertaining
  38. enthusiastic
  39. equitable
  40. expressive
  41. exquisite
  42. extraordinary
  43. fascinating
  44. fearless
  45. flexible
  46. fortunate
  47. friendly
  48. generous
  49. genuine
  50. gifted
  51. glorious
  52. gracious
  53. gregarious
  54. gutsy
  55. helpful
  56. honorable
  57. immaculate
  58. immense
  59. impeccable
  60. incomparable
  61. incredible
  62. ingenious
  63. inspiring
  64. intelligent
  65. intuitive
  66. inventive
  67. jazzed
  68. kindhearted
  69. loyal
  70. magnanimous
  71. majestic
  72. marvelous
  73. motivating
  74. optimistic
  75. original
  76. passionate
  77. peaceful
  78. perceptive
  79. persistent
  80. pleasing
  81. poetic
  82. powerful
  83. quick-minded
  84. remarkable
  85. resourceful
  86. respectful
  87. rousing
  88. selfless
  89. sensational
  90. sincere
  91. spirited
  92. stable
  93. steadfast
  94. steady
  95. stunning
  96. stupendous
  97. trustful
  98. understanding
  99. unique
  100. venturous

What words will you use today?

Note: Thanks to for the list of good words!


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