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Nine Power Words To Punch Up Your Ads


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


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. January / 27 / 2020

Put government on notice about advertising rules - Opinion - Wilkes-Barre Citizens Voice
Put government on notice about advertising rules - Opinion  Wilkes-Barre Citizens Voice

Las Vegas Postpones Activity Related To Launch Of New Advertising Campaign In Wake Of Death Of Kobe Bryant, His Daughter Gianna And Others In Helicopter Crash - Yahoo Finance
Las Vegas Postpones Activity Related To Launch Of New Advertising Campaign In Wake Of Death Of Kobe Bryant, His Daughter Gianna And Others In Helicopter Crash  Yahoo Finance

Given The Cost, Does Super Bowl Advertising Make Sense? - Forbes
Given The Cost, Does Super Bowl Advertising Make Sense?  Forbes

Yes, Mr. Peanut Is Dead. But Old-School Advertising Is Even Deader - Inc.
Yes, Mr. Peanut Is Dead. But Old-School Advertising Is Even Deader  Inc.

Richard Edelman, Annie Leibovitz among 2020 Advertising Hall of Fame inductees - AdAge.com
Richard Edelman, Annie Leibovitz among 2020 Advertising Hall of Fame inductees  AdAge.com

Why VIZIO Is Getting Into The Advertising Business - Forbes
Why VIZIO Is Getting Into The Advertising Business  Forbes

Advertising Tech for Audiovisual Media, Brand Marketing Priorities According to Portada's New Survey - Yahoo Finance
Advertising Tech for Audiovisual Media, Brand Marketing Priorities According to Portada's New Survey  Yahoo Finance

Advertisers see early promise in TikTok’s self-serve ad platform - Digiday
Advertisers see early promise in TikTok’s self-serve ad platform  Digiday

Advertising Executives Changing The Conversation About Diversity In The Office - Cheddar
Advertising Executives Changing The Conversation About Diversity In The Office  Cheddar

How YouTube shields advertisers (not viewers) from harmful videos - Quartz
How YouTube shields advertisers (not viewers) from harmful videos  Quartz

City of Newport working to approve an advertising and promotion commission - KAIT
City of Newport working to approve an advertising and promotion commission  KAIT

How Advertising Technology Will Cement Streaming's Dominance Over Cable - Motley Fool
How Advertising Technology Will Cement Streaming's Dominance Over Cable  Motley Fool

Super Bowl advertisers embrace diversity ... cautiously - AdAge.com
Super Bowl advertisers embrace diversity ... cautiously  AdAge.com

LSU's championship run earned $200 million in free advertising for the university - WBRZ
LSU's championship run earned $200 million in free advertising for the university  WBRZ

Alcohol Trends and Super Bowl Political Advertising - Harvard Business Review
Alcohol Trends and Super Bowl Political Advertising  Harvard Business Review

Out of Home Advertising Association of America Launches Biweekly News Service - MarTech Series
Out of Home Advertising Association of America Launches Biweekly News Service  MarTech Series

SPONSORED ADVERTISING by Philippines Department of Tourism - FOX 11 Los Angeles
SPONSORED ADVERTISING by Philippines Department of Tourism  FOX 11 Los Angeles

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach - Digiday
The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach  Digiday

LSU's Playoff run results in $200 million advertising exposure - 247Sports
LSU's Playoff run results in $200 million advertising exposure  247Sports

TO PAY FOR CUSTOMER DATA, MERKLE IS LAUNCHING DIGITAL ADVERTISING SOLUTIONS - Industry Global News 24
TO PAY FOR CUSTOMER DATA, MERKLE IS LAUNCHING DIGITAL ADVERTISING SOLUTIONS  Industry Global News 24

Yellow cab industry bashes proposal to let Uber and Lyft cars have rooftop advertising - Crain's New York Business
Yellow cab industry bashes proposal to let Uber and Lyft cars have rooftop advertising  Crain's New York Business

AAF Memphis recognizes Ehrlich's advertising career - The Daily Memphian
AAF Memphis recognizes Ehrlich's advertising career  The Daily Memphian

Massage Envy ramps up advertising for fast facials - Glossy
Massage Envy ramps up advertising for fast facials  Glossy

Facebook Should Absolutely Ban Or Regulate All Political Advertising 01/25/2020 - MediaPost Communications
Facebook Should Absolutely Ban Or Regulate All Political Advertising 01/25/2020  MediaPost Communications

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

NC animal shelter advertising 'World's Worst Cat' for adoption - KKTV 11 News
NC animal shelter advertising 'World's Worst Cat' for adoption  KKTV 11 News

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

With an influencer advisory board, Clorox is changing up its YouTube advertising strategy - Digiday
With an influencer advisory board, Clorox is changing up its YouTube advertising strategy  Digiday

Programmatic Advertising Is Driving Rapid Growth in Mobile Video - eMarketer
Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

AT&T's Advertising Company Xandr Launches Dynamic Pause Ads - The Fast Mode
AT&T's Advertising Company Xandr Launches Dynamic Pause Ads  The Fast Mode

A New Audience-Based TV Advertising Tool, From Ampersand - Radio & Television Business Report
A New Audience-Based TV Advertising Tool, From Ampersand  Radio & Television Business Report

Gojek and The Trade Desk Launch Advertising Partnership in Indonesia - Yahoo Finance
Gojek and The Trade Desk Launch Advertising Partnership in Indonesia  Yahoo Finance

Top Advertisers, Media Platforms Get Tough on Harmful Online Content - Adweek
Top Advertisers, Media Platforms Get Tough on Harmful Online Content  Adweek

Netflix Needs Advertising Plus Subscriptions, Investor Says - Barron's
Netflix Needs Advertising Plus Subscriptions, Investor Says  Barron's

Attracting Advertisers To Big Tentpole Telecasts, And Counterprogramming - Radio & Television Business Report
Attracting Advertisers To Big Tentpole Telecasts, And Counterprogramming  Radio & Television Business Report

TWRA warns of scam website advertising TN fishing license - WKRN News 2
TWRA warns of scam website advertising TN fishing license  WKRN News 2

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

Scoop: Cargo pivots to car-top advertising, does layoffs - Axios
Scoop: Cargo pivots to car-top advertising, does layoffs  Axios

Social media advertising by retailers to hit nearly $65 billion - Chain Store Age
Social media advertising by retailers to hit nearly $65 billion  Chain Store Age

Can Dialogue Advertising Eliminate Much of Digital Ad Fraud? - AiThority
Can Dialogue Advertising Eliminate Much of Digital Ad Fraud?  AiThority

Super Bowl Preview: The Why and When of Big Game Advertising - SHOOT Online
Super Bowl Preview: The Why and When of Big Game Advertising  SHOOT Online

Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020 - MarTech Series
Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020  MarTech Series

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

Lamar Advertising Company Prices Private Offering of Senior Notes - Yahoo Finance
Lamar Advertising Company Prices Private Offering of Senior Notes  Yahoo Finance

Inside the Biggest 2020 Advertising War Against Trump - The New York Times
Inside the Biggest 2020 Advertising War Against Trump  The New York Times

Inscape Says Big Brand Advertisers Need To Take The Rudder For Addressable To Succeed - TVRev
Inscape Says Big Brand Advertisers Need To Take The Rudder For Addressable To Succeed  TVRev

Advertising Market to Witness Promising Growth Opportunities during– 2020-2025 | Deployment Model, Growth Factors, Regional Trends, Key Players Analysis, Product Demand etc. - Melanian News
Advertising Market to Witness Promising Growth Opportunities during– 2020-2025 | Deployment Model, Growth Factors, Regional Trends, Key Players Analysis, Product Demand etc.  Melanian News

Direct-response advertisers report some early success with Snapchat’s dynamic ads - Digiday
Direct-response advertisers report some early success with Snapchat’s dynamic ads  Digiday

US justice officials set to meet and coordinate on Google probe - South China Morning Post
US justice officials set to meet and coordinate on Google probe  South China Morning Post

Advertising industry steering clear of political fray - Greater Baton Rouge Business Report
Advertising industry steering clear of political fray  Greater Baton Rouge Business Report

CES Proves Advertising’s Future Will be Shaped by Manufacturers - Broadcasting & Cable
CES Proves Advertising’s Future Will be Shaped by Manufacturers  Broadcasting & Cable

Microsoft Advertising launches sweepstakes for advertisers - Search Engine Land
Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

Radio Advertising: Dead or Alive? - Radio & Television Business Report
Radio Advertising: Dead or Alive?  Radio & Television Business Report

Bloomberg: TikTok owner seeks US CEO to potentially oversee app's advertising - Mobile Marketer
Bloomberg: TikTok owner seeks US CEO to potentially oversee app's advertising  Mobile Marketer

B2B Paid Advertising in 2020 with Greg Finn [PODCAST] - Search Engine Journal
B2B Paid Advertising in 2020 with Greg Finn [PODCAST]  Search Engine Journal

Proposed digital advertising tax bad for business | COMMENTARY - Baltimore Sun
Proposed digital advertising tax bad for business | COMMENTARY  Baltimore Sun

With Impeachment in the News, Ads Are Staying Away From Politics - The New York Times
With Impeachment in the News, Ads Are Staying Away From Politics  The New York Times

Fox adds commercial time to Super Bowl to accommodate more advertisers - AdAge.com
Fox adds commercial time to Super Bowl to accommodate more advertisers  AdAge.com

Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder - CNBC
Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  CNBC

Facebook Revises Rules On Political Advertising - NPR
Facebook Revises Rules On Political Advertising  NPR

Advertisers hope proposed digital tax is 'dead on arrival' - Baltimore Business Journal
Advertisers hope proposed digital tax is 'dead on arrival'  Baltimore Business Journal

Location-based Search and Advertising Market 2020: Industry Share, Demand, Size, Trends, Key Players, Growth, Gross Margin, Revenue, Value Chain, Innovation and Forecast Analysis till 2026 - Melanian News
Location-based Search and Advertising Market 2020: Industry Share, Demand, Size, Trends, Key Players, Growth, Gross Margin, Revenue, Value Chain, Innovation and Forecast Analysis till 2026  Melanian News

Shen Yun’s Music ‘Lifts the Dancers as It Plays,’ Advertising Firm Owner Says - The Epoch Times
Shen Yun’s Music ‘Lifts the Dancers as It Plays,’ Advertising Firm Owner Says  The Epoch Times

Advertising veterans team up to launch specialist press agency - City A.M.
Advertising veterans team up to launch specialist press agency  City A.M.

Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers - NPR
Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

Tenn. lawmaker files bill allowing college athletes to be compensated for advertising - WMC
Tenn. lawmaker files bill allowing college athletes to be compensated for advertising  WMC

Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates - WKOW
Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates  WKOW

Advertisers are showing womanhood in all its bloody, hairy glory - The Hill
Advertisers are showing womanhood in all its bloody, hairy glory  The Hill

Microsoft Advertising to deprecate average position after all - Search Engine Land
Microsoft Advertising to deprecate average position after all  Search Engine Land

Advertisers sit tight as the Grammys strikes a sour note - AdAge.com
Advertisers sit tight as the Grammys strikes a sour note  AdAge.com

With The SUPER BOWL Of Automotive Advertising Around The Corner, What Should Brands CHANGE? - AutoSpies.com
With The SUPER BOWL Of Automotive Advertising Around The Corner, What Should Brands CHANGE?  AutoSpies.com

ADVERTISING: Advertorial — DR. WENDY CUNNINGHAM: Keeping positive in the winter months - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WENDY CUNNINGHAM: Keeping positive in the winter months  Coeur d'Alene Press

Facebook declares new advertising and marketing head in India - Sahiwal Tv
Facebook declares new advertising and marketing head in India  Sahiwal Tv

Lamar Advertising Company Announces Proposed Private Offering of Senior Notes - Associated Press
Lamar Advertising Company Announces Proposed Private Offering of Senior Notes  Associated Press

W2O acquires advertising and medical education agency 21GRAMS - PMLiVE
W2O acquires advertising and medical education agency 21GRAMS  PMLiVE

Racy car tinting advertisement raising eyebrows in Taos - KRQE News 13
Racy car tinting advertisement raising eyebrows in Taos  KRQE News 13

Standard text ads will live on a bit longer, Microsoft Advertising says - Search Engine Land
Standard text ads will live on a bit longer, Microsoft Advertising says  Search Engine Land

NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push - Wall Street Journal
NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

Advertisers targeting children online - The Asean Post
Advertisers targeting children online  The Asean Post

Dating apps share personal data with advertisers, study says - We Live Security
Dating apps share personal data with advertisers, study says  We Live Security

Facebook Says It Won’t Back Down From Allowing Lies in Political Ads - The New York Times
Facebook Says It Won’t Back Down From Allowing Lies in Political Ads  The New York Times

Two-Thirds of Advertising Campaigns Lack Personalisation - PerformanceIN
Two-Thirds of Advertising Campaigns Lack Personalisation  PerformanceIN

Bloomberg and Trump Buy Super Bowl Ads at $10 Million Each - The New York Times
Bloomberg and Trump Buy Super Bowl Ads at $10 Million Each  The New York Times

What Google’s Cookie Cull Means for Online Advertising in Australia - Which-50
What Google’s Cookie Cull Means for Online Advertising in Australia  Which-50

Spotify to suspend political ads in 2020 - AdAge.com
Spotify to suspend political ads in 2020  AdAge.com

YouTube advertisers blindsided by climate change denial videos - The Verge
YouTube advertisers blindsided by climate change denial videos  The Verge

Opinion Is advertising's very strange future real? - The Drum
Opinion Is advertising's very strange future real?  The Drum

Spotify will use everything it knows about you to target podcast ads - The Verge
Spotify will use everything it knows about you to target podcast ads  The Verge

Greene County School Board Approved Advertising Budget - raccoonvalleyradio.com
Greene County School Board Approved Advertising Budget  raccoonvalleyradio.com

TikTok explores curated content feed to lure advertisers - Financial Times
TikTok explores curated content feed to lure advertisers  Financial Times

Advertising campaign will declare Brexit Britain 'ready to trade' - The Telegraph
Advertising campaign will declare Brexit Britain 'ready to trade'  The Telegraph

You Asked, We Answered: Are My Health Records Being Sold To Advertisers? - New Hampshire Public Radio
You Asked, We Answered: Are My Health Records Being Sold To Advertisers?  New Hampshire Public Radio

Google cutting web cookies, ending lucrative tracking tool for advertisers - Yahoo Finance
Google cutting web cookies, ending lucrative tracking tool for advertisers  Yahoo Finance

IOS 13 Privacy Features Disappoint Advertisers And Marketers - International Business Times
IOS 13 Privacy Features Disappoint Advertisers And Marketers  International Business Times

Podcast firm Audioboom boosts revenue on advertising rush - City A.M.
Podcast firm Audioboom boosts revenue on advertising rush  City A.M.

Dodge Removes Charger Advertisement Over Embarrassing Mistake - CarBuzz
Dodge Removes Charger Advertisement Over Embarrassing Mistake  CarBuzz

Leo Varadkar spent €1.8m on self-advertising during first 18-months as Taoiseach - compared to €16k spent by Enda Kenny - Irish Post
Leo Varadkar spent €1.8m on self-advertising during first 18-months as Taoiseach - compared to €16k spent by Enda Kenny  Irish Post

Facebook Backs Off Controversial Plan to Sell Ads in WhatsApp - Wall Street Journal
Facebook Backs Off Controversial Plan to Sell Ads in WhatsApp  Wall Street Journal

Dating apps need women. Advertisers need diversity. AI companies offer a solution: Fake people - The Washington Post
Dating apps need women. Advertisers need diversity. AI companies offer a solution: Fake people  The Washington Post

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