PowerWords_fullcover 3/29/06 3:08 PM Page 1 striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nag- ging erratic spiritual cocky tenacity congenial titillating risqué haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip oPPrganize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious genuine dour grip- OO POWER ping magnetic nagging erratic spEiritxualp coeckry tte naacdityv coincgeeni al titillating risqué haughty enduring svelte pPoignant eccOentric rich acWhieve aspire challenEge chop clRarify commit craft create dramatize enhance erase finagle find finesse generate inspire interrogate interrupt jump WWlead motivate nip organize oversee pepper pinch plan raise rally rouse save shake strategize sur- on writing copy that sells! pass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillatingEE risqué haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify com- mit craft create dramatize enhance erase finagle find finesse generate inspire interrogate RRinterrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse save shake In today’s fast-paced market, you have approximately three seconds to grab—and strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaSded disastrouAs exhilarating cLaptivating ouEtstanding wry cShiseled crotchety ecstatic keep—a buyer’s attention. Power Sales Words is the only reference you need to help SALES conscientious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity conSSgenial titillating risqué haughty enduring svelte poignant eccentric rich achieve aspire challenge you write attention-grabbing and powerful headlines. chop clarify comWmheitth ecrr yaofut ’rcer aena atedv edrrtaisminga tciozpey wernithera, nanc eac ecoruanste e xfeincuatgivlee, mfianrdke ftiinnge sdisreec tgoer,nerate inAAspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse save shedaiktoer, spturbalitceisgt,i zseal essuperrpsaons,s j otbr uhmunpt etrw ore eenztere purnevneeuilr , wPoinw ezro Soamles sWtroirkdisnwgi lal hpeplpalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled LL crotchety ecsytoaut ihco ocko ynosucr itearngteito iumsm geedinauteilny.e dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risqué haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finEEesse generate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch ✓ How-to advice on writing copy plan raise rally rouse save shake nip striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious ✓ Hundreds of lists of essential sales words SS genuine dour gripping magneti✓c nDaogzegnisn ogf eatrtreanttiiocn s-gpriarbibtuinagl hceoadclkinye stenacity congenial titillating risqué haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify com- WORDS mit craft create dramatize enh✓a n Qcuee setiroanss eth faitn gaegt lyeo ufrin tadr gfeint’se aststeen tgioennerate inspire interrogate interrupt jump Wlead motivate nip orgOanize overseRe pepper pinDch plan raiseS rally rouse save shake WW strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientiousP agcekendu fiunlle o fd soynuorn gymrisp gpuinarga nmteaedg tnoe stoilcve n aanyg wgionrdg perorbraletmic a nsdp cirrietautiavle cphorcaskeys ttheantacity congenial titillating risqué haughty enduring svelte poignant eccentric rich achieve aspire challenge OO chop clarify cwoilml mmaikt ec arna ifmt pcarcet,a Ptoew derr aSmaleast Wizoer desn ish aa nmcuest -ehraaves seh efilfn raegfelree nfcien dfo rf ianlle wsrsitee rgs.enerate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deaRRdly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled Vicky Oliver, author of 301 Smart Answers to Tough Interview Questions, is an award- crotchety ecstatic conwsicnnieinng taidoveurtsis ignge cnopuyiwnriete rd froomu rM ganrhiapttpani.n Sghe m haas cgranfteedt iTcV , npraingt ganidn rgad ieo rcramaptaicig nsspiritual DDcocky tenacity congenial titillating risqué haughty enduring svelte poignant eccentric rich achieve How to Write It, Say It, and aspire challenge chop fcorl aevreirfyy p croodumctm imita gcinraablfet (cexrceepat tmee nd’sr abrmiefsa).t iMzse. Oelinvehr’as narctiecl ees rhaavse ea pfpienaraedg lien find finesse generate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch Adweek magazine and on Crain’s New York Business website. Her advice was featured in the SS plan raise rally rouse sNaevw eYo srkh Taimkees Jsotbr Maatrekegt iszeect iosnu arnpd ashses h atsr ubemenp in ttewrveieweezde o nu mnovree tihl awn 5in0 nzaotioonmal striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding radio programs. Sell It Sizzle wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risqué haughty enduring svelte poignant eccentric with rich achieve aspire challenge chop clariSfayle s/cMoarkmetinmg $i1t4 .c95r Ua.S.f/t$ 20c.9r5 eCANateISB Nd-13r: 9a78m-1-4a02t2-i0z65e0-4 enhance erase fOinLaIgVlEeR find finesse generate inspire interrogate interrupt jump lead motivate nip organize oversee ISBN-10: 1-4022-0650-X pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivat- ing outstanding wry chiseled crotchety ecstatic conscienCtious genuine dour grippNing magnetic nagging erratic spiritual cocky tenacity congenial titillating risqué haughty enduring svelte P A U E V I C K Y O L I V E R poignant eccentric rich achieve aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse save shake nip striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risqué haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch PowerSalesWords_INT 3/29/06 3:00 PM Page I POWER SALES WORDS How to Write It, Say It, and Sell It Sizzle with Vicky Oliver PowerSalesWords_INT 3/29/06 3:00 PM Page II Copyright © 2006 by Vicky Oliver Cover and internal design © 2006 by Sourcebooks, Inc. Sourcebooks and the colophon are registered trademarks of Sourcebooks, Inc. All rights reserved. No part of this book may be reproduced in any form or by any electronic or mechanical means including information storage and retrieval systems—except in the case of brief quotations embodied in critical articles or reviews—without permission in writing from its publisher, Sourcebooks, Inc. All brand names and product names used in this book are trademarks, registered trademarks, or trade names of their respective holders. Sourcebooks, Inc., is not associated with any product or vendor in this book. Published by Sourcebooks, Inc. P.O. Box 4410, Naperville, Illinois 60567-4410 (630) 961-3900 Fax: (630) 961-2168 www.sourcebooks.com Library of Congress Cataloging-in-Publication Data Oliver, Vicky Power sales words : how to write it, say it, and sell it with sizzle / Vicky Oliver. p. cm. ISBN-13: 978-1-4022-1689-3 ISBN-10: 1-4022-1689-0 1. Advertising copy. 2. Marketing. I. Title. HF5825.O45 2006 659.13’2—dc22 2005033341 Printed and bound in the United States of America CH 10 9 8 7 6 5 4 3 2 1 PowerSalesWords_INT 3/29/06 3:00 PM Page III This book is dedicated to my grandmother Janice, who always had an irrepressible curiosity about my writing. Many times, she would “cordially demand” that I send her hard copies of the ads I had written (and being a dutiful granddaughter, I had no choice but to comply). Her passion inspired me, and I hope that in some small way, it will also touch all those who read this book. PowerSalesWords_INT 3/29/06 3:00 PM Page IV striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risque haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious gen- uine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risque haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create drama- tize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organ- ize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating out- standing wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risque haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risque haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create drama- tize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organ- ize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating out- standing wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risque haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse save shake nip striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivat- ing outstanding wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risque haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscien- tious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risque PowerSalesWords_INT 3/29/06 3:00 PM Page V tanding spiritual e aspire inspire ✱ se save ak rigid Acknowledgments us gen- haughty drama- p organ- veil win My heartfelt thanks to Bethany Brown for leaping over obstacles like a modern day super- ng out- heroine to get this book made; to June Clark for her “never call it quits” energy, zeal, and drive; erratic and to every boss I’ve ever had in advertising—particularly those mentors from my cub copy- achieve writer days who nitpicked with me endlessly about pesky details like commas and exclamation enerate points. Somewhere along the way, I learned how to write advertising copy. Thank you, one y rouse and all. ed bleak entious haughty drama- p organ- veil win ng out- erratic achieve enerate y rouse aptivat- nagging tric rich finesse ise rally nspired nscien- g risque PowerSalesWords_INT 3/29/06 3:00 PM Page VI striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risque haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious gen- uine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risque haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create drama- tize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organ- ize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating out- standing wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risque haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risque haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create drama- tize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organ- ize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating out- standing wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risque haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse save shake nip striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivat- ing outstanding wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risque haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscien- tious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risque PowerSalesWords_INT 3/29/06 3:00 PM Page VII tanding spiritual e aspire inspire ✱ se save ak rigid Contents us gen- haughty drama- p organ- Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .v veil win The 12 Laws of Writing Compelling Copy . . . . . . . . . . . . . . . . . . . . . . . . . . . . .ix ng out- erratic How to Use This Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1 achieve enerate The Fear Factor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 y rouse (Or Copywriting 101 for Anyone Who Has to Write Almost Anything) ed bleak entious Section I: Keep It Simple . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5 haughty drama- Section II: Make It Provocative . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21 p organ- veil win Section III: Nix the Bells and Whistles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41 ng out- erratic Section IV: Closing Arguments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .65 achieve enerate Section V: Choose Your Words Wisely . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .83 y rouse Section VI: Product Attributes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .129 aptivat- nagging Section VII: Conclusion: Edit, Edit, Revise, and Tweak . . . . . . . . . . . . . . . . .145 tric rich finesse Section VIII: How I Wrote the Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . .147 ise rally nspired nscien- g risque PowerSalesWords_INT 3/29/06 3:00 PM Page VIII VIII | Power Sales Words Appendix A: Synonym Finder . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .153 Appendix B: Polar Opposites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .207 Appendix C: One List My Seventh Grade English Teacher Asked Me to Include . . . . . . . .247 Appendix D: Three Essays for Writers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .251 About the Author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .267 PowerSalesWords_INT 3/29/06 3:00 PM Page IX ✱ The 12 Laws of Writing Compelling Copy 1. Decide your message. Take a piece of paper and write down your goal in compelling lan- guage. It can be one sentence: “My goal is to convince the XYZ company to buy seventeen thousand widgets from my company,” or “My goal is to persuade MSNBC to put me on their morning show,” or “My goal is to land a job at Big, Gargantuan, & Humongous Advertising, even though I’ve never written a piece of advertising copy before.” 2. Devise a strategy. In one simple sentence, write down what your strategy is. In plain English, this is why anyone should care. Use motivating, empowering language and phrase your strategy to make it sound as if your dream has already happened. “MSNBC is so excit- ed about the seminars that I have been teaching that I get a slot on their morning show.” In this example, your letter to MSNBC will need to describe what’s appealing about your seminars in clear, crisp language. Why should hundreds of people stop doing whatever is pressing today, pick up the phone, and enroll in your seminars immediately? Commit your strategy to the same piece of paper as your message. Then tack the paper up on your wall with some removable scotch tape. (Don’t worry. The paint won’t chip. That’s why you’re using removable scotch tape.) 3. Keep it simple. Pare down your message until it is crystal clear. Remember that your primary job is always to persuade someone to take action, and don’t let too many words get in the
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