Advertising Power Words
From Rich Hershaw, advertising consultant:
Thousands of hours are invested by the world’s greatest ad people trying to figure out what MOTIVATES people to buy … especially when it comes to writing HEADLINES for ads. Believe me, it’s not an easy thing to do. It takes hours and hours of work and testing to finally come up with the one headline, phrase, offer, etc. that outpulls the rest. Even though it’s tough for the great ones, I can make it easier for you by giving you a short list of power words, phrases, openings, and transitions that elicit emotion, response, and action from your prospect.
For example, when John Caples analyzed the 100 greatest money-making headlines of all time, he found that these following 10 words appeared over and over and over again (the actual number of times is indicated in parenthesis):
You (31)
Your (14)
How (12)
New (10)
Who (8)
Money (6)
Now (4)
People (4)
Want (4)
Why (4)
You can see that the words YOU and YOUR appeared far more than any other words. This illustrates the importance of addressing your prospects on an individual level.
As indicated in the report, you have to talk about what your prospects want – not what you want. Remember, it’s called WIIFM (What’s In It For Me). These next sets of words are to help you start thinking about how you should be writing to your prospects. These words will give your ads, letters, etc. life, emotion, value, and impact. Use them in everything you write – especially HEADLINES:
Absorbing
Acclaimed
Advanced
Amazing
Announcing
Appearance
Approval
Astounding
Authentic
Challenge
Charming
Classic
Compare
Distinctive
Durable
Easy
Elegant
Exciting
Exclusive
Exquisite
Fantastic
Fine
Fortune
Guaranteed
Imported
Improvement
Information
Interest
Introducing
Latest
Lavish
Magic
Mammoth
Massive
Miracle
Money
News
Now
Offer
Presenting
Profitable
Proven
Quality
Quick
Rare
Reduced (price)
Remarkable
Revealing
Revolutionary
Rugged
Secrets
Sensational
Size
Spacious
Spectacular
Striking
Suddenly
Surprise
Tested
Value
Vast
Wanted
Wealth
Persuasive Phrases That Work:
FREE OFFER often works well in direct-response advertising. Here are some examples:
Yours Free
Free Gift
Free Trial Lesson
Free to New Members
Free Examination
Ask for the Free Report
News Related Introductions:
Just arrived
New method of
New here
New modernized
It’s here
Latest findings
New discovery
Just off the press
New invention
Just out
The world’s first
At last
How To Phrases:
How to get
How to get the most out of
How to have
How to avoid
How to keep
How to end
How to start
How to conquer
How to improve
How to enjoy
How to become
How to get rid of
How to develop
How you can
Information:
People listen to broadcasts and buy both magazines and newspapers to get INFORMATION. You can successfully compete for the attention of your prospects with the things they want to know.
Seven ways to
The truth about
The one sensible way to
Profitable tips for
Plain talk with
Confidential chats with
Summing Up:
In writing your advertising copy, don’t neglect the tested words and phrases that are used by the most effective direct-response advertisers. Keep the lists in this report handy when writing. Look over them before you begin to write. Make sure your advertising agency uses them. Refer to them often.
Direct-Response Marketing and Copywriting that is ...
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