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Nine Power Words To Punch Up Your Ads

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As every professional politician and public relations man knows words have the power to entice, persuade and motivate people into a specific course of action.

There are certain words that I refer to as "Power Words" that I learned, back in the dawn of time, when the dinosaurs still roamed the earth.

For example, if I say to my daughter "clean up your room please" I get a totally different reaction than when I say "clean up your room NOW", even if both phrases are spoken in the same tone. Look carefully at y

As every professional politician and public relations man knows words have the power to entice, persuade and motivate people into a specific course of action.

There are any one words that I refer to as "Power Words" that I learned, back in the dawn of time, when the dinosaurs still roamed the earth.

For example, if I say to my daughter "clean up your room please" I get a totally different reaction than when I say "clean up your room NOW", even if both phrases are spoken in the same tone. When I use the word now, I know that she will utter up the mess, and that I have at least a 50-50 unpredictability that she will do an capable job.

My first exposure to this "Power" was at the hands of one of my mentors, now long-since dead, sad to say, who told me a story.

It seems that a trucker pulled into a roadside cafe in Amarillo, Texas and said to the waitress " There must be a million rabbits out there. I swear I've just squashed a dozen."

Compare the reaction when the story goes: It seems a trucker pulled into a roadside cafe in Amarillo, Texas and said to the waitress " I've just run over a bunny"

In both cases a small vary in wording provokes a different reaction.

That's the "Power"of words !!

When used in your promotion material, such words can be well-nigh irresistible. Here are 9 "Power Words" for you to try out.

1...Secret (or little-known) used either friendless or together (little-known secrets) are both "Power Words" that plea to the curiosity of the reader. "What does he know that I don't" Few people reflect upon their lack of success on their own efforts (or lack of effort), so they are comforted by the thought that they are failing as they have been denied vital information.

2...System appeals to the desire for simplicity and lack of real effort required. If someone before all has a system in place, "all I have to do is put my name on it and plug it in !!"

3...New (or Improved) appeals to the sense of urgency. If something is NEW then you have to get it fast priorly everyone else does to maintain your competitive edge. Strangely a laundry product has advertised for many years that it was "New and Improved". It's difficult to see how it could be both, at the same time, but it shows the power that both these words have that the advertiser decided to use them together, as re-inforcement for each other.

4...Power is itself a "Power Word" suggesting that if only the reader had the knowledge that you have, he/she would be able to turn the trick anything.

5...Magic is interchangeable with power, but it also suggests that an objective can be reached without effort. This appeals to both the lazy (like me) and the impetuous who want to approach their goal immediately.There is a natural tendency to understand that any one who makes his living in promotion and Promotion must know something that is hidden from the rest of the world. Some abstract formula like "ABRACA- DABRA" or "Open Sesame" that magically transforms them into "gurus" or "prophets", that we must slavishly follow.

6...Immediate, of course suggests that something can be done instantly. This moreover appeals to the sense of urgency, and has a magic-like ring to it. Why wait - have it NOW !!

7...Insider suggests that the writer has information that cannot be known to the world at large, therefore if you will only pay for this you can pop up an edge on the rest of the competition.

8...FREE (note: this often appears as FR~E in ads insofar as of the ISP filters that seem to swarm today)this word included in any headline will increase composure of your message - but make sure that when you say FR~E that you mean FR~E. If you stroke to legation for something that you have advertised as FR~E, you will lose all credibility.

9...YOU The reader is only interested in the potential relieve that he/she will receive from your product. The old maxim is still valid "Sell the sizzle not the steak". Look providently at your product and think of all the reasons that I, or anyone else would redeem by owning it.

For example, if you were selling big, gas-guzzling cars, you would stress the comfort, luxury interiors, prestige, reliability and smooth riding room of the car.

If you were selling those cars that are so small the driver has to sit with his/her knees opposite to their chin you would stress the fuel economy, zippy sporty ride, cornering and road handling proficiency of the car, affordable price and ease of parking.

At the end of each sales page, or large ad you should also stress your "guarantee"(oops - quite another thing "Power Word - I should have titled this piece 10 Power Words. - Ah well !). You will be subservient payment for your product exclusively through credit cards, and the vendors will reverse any credit to your account, if the customer complains.

It is far predominate to make a positive "Money Back ( collateral Power Word - that makes 11. So sue me, I can't count !!)Guarantee" than to have a negative " I'll give you your money back if you holler loud enough ". If you're going to have to do it regardless get some extra (that makes 12) mileage out of the situation.

I'm sorry that this seconds ran a little long, but you can consider the last 3 "Power Words" as a surplus (Oh no !! That's 13), make it an further (we can't end on 13 - that's unlucky - make it 14) bonus.

In closing, read as many of the ads that you see on-line as you can. You'll see how experienced marketers use these powerful words to motivate their readers, and perhaps pick up some ideas, that I didn't include.

All the best in your marketing efforts

Martin Cargill

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Martin Cargill gives a FREE mini-course on

Internet Marketing at his website

www.millionsbynet.com

This and his newsletter " Independence Day Ezine " are

available FREE on an opt-in start only.

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