NINE POWER WORDS TO "PUNCH" UP YOUR ADS

by: Nandang S Nugraha | Total views: 47 | Word Count: 1047 | View PDF | Print View

 by: Martin Cargill

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.
When I use the word now, I know that she will clean up the mess, and
that I have at least a 50-50 chance that she will do an adequate 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 change in wording provokes a different reaction.

That's the "Power"of words !!

When used in your advertising material, such words can be almost irresistible. Here are 9 "Power Words" for you to try out.

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

2...System appeals to the desire for simplicity and
lack of real effort required. If someone already 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 before 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 accomplish anything.

5...Magic is almost 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 attain
their goal immediately.There is a natural tendency to assume that any
one who makes his living in Advertising and Promotion must know
something that is hidden from the rest of the world. Some arcane
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 again 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 attain an edge on the rest of the competition.

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

9...YOU The reader is only interested in the potential
benefit that he/she will receive from your product. The old advertising
maxim is still valid "Sell the sizzle not the steak". Look carefully at
your product and think of all the reasons that I, or anyone else would
benefit 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 capacity of the car.

If you were selling those cars that are so small the
driver has to sit with his/her knees against their chin you would
stress the fuel economy, zippy sporty ride, cornering and road handling
ability 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 - another "Power Word - I should have
titled this piece 10 Power Words. - Ah well !). You will be accepting
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 better to make a positive "Money Back (
Another 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 anyway
get some extra (that makes 12) mileage out of the situation.

I'm sorry that this article ran a little long, but you
can consider the last 3 "Power Words" as a bonus (Oh no !! That's 13),
make it an added (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

************************************************************

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 basis only.

************************************************************

About the Author

After over 40 years in Direct Marketing, I am trying to come to terms with that "new-fangled" internet. It's a steep learning curve, but I'm getting there. I can offer you the chance to learn from my experience (and mistakes), and the best of the web guest articles and web resources.

capnblack_ca@shaw.ca

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