Functional words are words like table, house, nice, good, to go or to do. The more mundane the words are, the less feeling they conjure up.
Words that express emotion, strong movement or sensory experiences tend to be more powerful as we can almost feel a reaction in our body. Some brands can be power words, too.
This is not a hard science, and it can differ from person to person. Think about French brands that you feel attached to, that bring up memories, make you feel nostalgic. I might not find these words as powerful as you do.
It’s about developing a feeling for words, paying attention to which words stand out, attract attention, and make you feel something; and then using these words to make your headlines stand out, attract attention, and get them shared.
And you’re right “finally” is not as strong as words like “guilty” or “love”.
Enchant readers. Woo customers. Win business.