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Increasing Readability Power Words

Written by: Ernst Marsig

Article Overview: You first have to realize that thousands of hours are invested by the world's greatest admen 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 out pulls the rest.

Increasing Readability Power Words

You first have to realize that thousands of hours are invested by the world's greatest admen 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 out pulls 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 prospects. 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) Money (6)

Your (14) Now (4)

How (12) People (4)

New (10) Want (4)

Who (8) Why (4)

You can see that 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, its 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.

News Value Interest

Announcing Absorbing

Latest Information

Revolutionary Revealing

Advanced Secrets

Presenting Exciting

Size Surprise

Massive Amazing

Spacious Astounding

Mammoth Striking

Vast Fantastic

Quality Appearance

Fine Classic

Exclusive Elegant

Rugged Charming

Durable Spectacular

Imported Lavish

Rare Exquisite

Authentic Distinctive

Selected

Utility Approval

Easy Proven

Handy Guaranteed

Practical Acclaimed

Versatile Tested

Reliable Popular

Lifetime

Quick

Money Miscellaneous

Wealth Gift

Fortune Successful

Profitable Immediately

Reduced (price) Absolutely

Lowest (price) Only (price)

Discount (price) Complete

Free

Other Words That Work Wonders

suddenly miracle

now magic

announcing offer

introducing quick

improvement easy

amazing wanted

sensational challenge

remarkable compare

startling hurry

Persuasive Phrases That Work

Free offers often work well in direct-response advertising. Here are some examples:

Yours free Free trial lesson

Free gift Free to new members

Free booklet Free examination

Ask for the free report Free demonstration

Free guidebook Free audio cassette

Literature free Free consultation

32 page catalog free Try it free for 10 days

Free sample Yours for the asking

News Related Introductions

Try these fresh intros:

Just arrived New method of ______

New here New modernized _____

It's here Latest findings

New discovery Just off the press

New and improved Just published

New invention Just out

Important development Beginning (date)

The world's first ____ At last

Increasing Readability: Power Words –Part 3

How To Phrases

People want to know how to do things - how to get ahead, how to solve problems, how to enjoy life. In each of the following HOW phrases you can complete the phrase with your own solution to the prospect's problem.

How to ________ How to get the most out of ______

How to get ______ How to avoid _____

How to have______ How to end ______

How to keep _____ How to get rid of _____

How to start_____ How to conquer _____

How to begin _____ How I _____

How to improve your _____ How I improved my _____

How to become _____ How to enjoy _____

How to develop _____ How you can _____

Information

People buy magazines and newspapers and listen to broadcasts to get information. You can successfully compete for attention by telling your prospects the things they want to know.

Seven ways to _____ The truth about _____

The one sensible way to _____ Plain talk with _____

Profitable tips for _____ Confidential chats with _____

20 tips for _____ Advice to _____

Your one sure way to _____ The common sense way to _____

Guide to _____ Facts you should know

Mistakes you can avoid What you should know about _____

Confidence Building

No matter how attractive your offer is, you must build believability into your ad. Here are some phrases that will help.

Award winning Take this test

Seal of approval Founded in (year)

Over ___ thousand sold What others say about__

Proven in laboratory tests Money back if you're not delighted

Established __ years You risk nothing

See before you buy If you're not delighted, just write cancel on bill

Price

Sale priced Fantastic savings

Price going up soon Only ten percent above wholesale price

Save up to $____ Price goes up after ___

Less than half price Never at this price again

Order before price increase

Miscellaneous Phrases

Send no money The key to ____

No obligation Only $.25 a day

No salesman will call Now you can _____

Special offer You don't have to be rich to _____

Money-saving offer Orders shipped within 24 hours

The secret of _____ Buy direct and save

Yours if you qualify Easy payment plan

Who else wants _____ For quick information telephone _____

From factory to you Do you have these symptoms _____?

Immediate Action

Act now Investigate today

Don't delay Act fast

Order now Be the first

Order today Rush name for details

Order now, pay later For a short time only

Delay may be serious While supplies last

Don't put off today Price going up

Send today Supply limited

Send postcard today Last chance

Get started today

Summing Up

In writing your advertising copy, don't neglect the tested words and phrases 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.

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