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.
Increasing Readability Power Words - To learn more about this author, visit Ernst Marsig's Website.
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Ernst Marsig
(Visit Ernst's Website)
At Monopolize Your Marketplace... where
you'll find information, advice, and
solutions for any marketing situation you
may face. The days of simple selling are
over, and just being aggressive in the
marketplace isn't enough to win in
business anymore. In today's crowded
marketplace, you've got to find new ways
to break through the clutter and connect
with your prospects.
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