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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 Sun. August / 09 / 2020

Tech in Place to Support Addressable Advertising With NextGen TV, But More Is Needed - TV Technology
Tech in Place to Support Addressable Advertising With NextGen TV, But More Is Needed  TV Technology

etailz Announces New Features for AdManager to Optimize Amazon Advertising Marketing - MarTech Series
etailz Announces New Features for AdManager to Optimize Amazon Advertising Marketing  MarTech Series

13 top advertising headhunters to know right now - Business Insider - Business Insider
13 top advertising headhunters to know right now - Business Insider  Business Insider

Entercom revenue drops 54% in 2Q due to Covid-related advertising decline - Philadelphia Business Journal
Entercom revenue drops 54% in 2Q due to Covid-related advertising decline  Philadelphia Business Journal

What Can Blockchain Really Do for Advertising? A Perfect Use Case With SaTT - Yahoo Finance
What Can Blockchain Really Do for Advertising? A Perfect Use Case With SaTT  Yahoo Finance

After Taking a Pandemic Hit, Billboard Ad Companies See Signs of Hope - The New York Times
After Taking a Pandemic Hit, Billboard Ad Companies See Signs of Hope  The New York Times

News Corp Posts Wider Loss as Coronavirus Pummels Advertising Revenue - The Wall Street Journal
News Corp Posts Wider Loss as Coronavirus Pummels Advertising Revenue  The Wall Street Journal

Muralist restores historic advertising artwork | Local News - Beloit Daily News
Muralist restores historic advertising artwork | Local News  Beloit Daily News

TikTok Prepares Advertisers for Possible App Ban - The New York Times
TikTok Prepares Advertisers for Possible App Ban  The New York Times

Key Insights: Mobile ads “the hotspot”, advertising growth projections, and customer experience dissected - ClickZ
Key Insights: Mobile ads “the hotspot”, advertising growth projections, and customer experience dissected  ClickZ

Top 2 Advertising/Marketing Stocks To Buy In 2020 - Forbes
Top 2 Advertising/Marketing Stocks To Buy In 2020  Forbes

Facebook bans pro-Trump super PAC from advertising on its platform - Fox Business
Facebook bans pro-Trump super PAC from advertising on its platform  Fox Business

Brands need superpower to balance consumer and advertising sentiment in post-lockdown world - Moneycontrol.com
Brands need superpower to balance consumer and advertising sentiment in post-lockdown world  Moneycontrol.com

Meet the Press Blog: Latest news, analysis and data driving the political discussion - NBC News
Meet the Press Blog: Latest news, analysis and data driving the political discussion  NBC News

Travel Brands Doubled U.S. TV Advertising in July - Skift
Travel Brands Doubled U.S. TV Advertising in July  Skift

Applied Arts 2020 Advertising Awards - Dexigner
Applied Arts 2020 Advertising Awards  Dexigner

Times online advertising and subscription revenue exceeds print revenue - Crain's New York Business
Times online advertising and subscription revenue exceeds print revenue  Crain's New York Business

Ghirardelli Defeats White Baking Chips False Advertising Claims Premised On Faulty Survey Evidence - Ad Law Access
Ghirardelli Defeats White Baking Chips False Advertising Claims Premised On Faulty Survey Evidence  Ad Law Access

Google wants a bigger chunk of Spotify and Pandora's revenue - Business Insider - Business Insider
Google wants a bigger chunk of Spotify and Pandora's revenue - Business Insider  Business Insider

Digital Advertising Leader to Integrate with Google Ads Data Hub - Martechcube
Digital Advertising Leader to Integrate with Google Ads Data Hub  Martechcube

Scrutiny of bailout pushes Householder’s Enterprise into advertising frenzy - The Newark Advocate
Scrutiny of bailout pushes Householder’s Enterprise into advertising frenzy  The Newark Advocate

New York Times: Thriving Amid The Decline Of Advertising Business - Seeking Alpha
New York Times: Thriving Amid The Decline Of Advertising Business  Seeking Alpha

Venatus Expands In-Game Advertising Offering With Frameplay - MarTech Series
Venatus Expands In-Game Advertising Offering With Frameplay  MarTech Series

Gannett and Tribune newspaper chains see subscriber growth amid plunging advertising. - The New York Times
Gannett and Tribune newspaper chains see subscriber growth amid plunging advertising.  The New York Times

How to change your Google advertising settings - The Verge
How to change your Google advertising settings  The Verge

Pay TV Losses Continue In Q2, Amid Dramatic 20%-25% Advertising Declines 08/10/2020 - MediaPost Communications
Pay TV Losses Continue In Q2, Amid Dramatic 20%-25% Advertising Declines 08/10/2020  MediaPost Communications

Why Microsoft's Potential TikTok Acquisition Probably Isn't About Advertising - AdExchanger
Why Microsoft's Potential TikTok Acquisition Probably Isn't About Advertising  AdExchanger

Mediavine Integrates with Centro’s Basis Programmatic Advertising Platform - Martechcube
Mediavine Integrates with Centro’s Basis Programmatic Advertising Platform  Martechcube

Advertising Stocks Face New, Major Challenge With Apple's iOS 14 - Medium
Advertising Stocks Face New, Major Challenge With Apple's iOS 14  Medium

Advertising slump during virus crisis hits media jobs - Tech Xplore
Advertising slump during virus crisis hits media jobs  Tech Xplore

Trackhouse.io launches Affiliate & Advertising Platform - Martechcube
Trackhouse.io launches Affiliate & Advertising Platform  Martechcube

Lamar Advertising removes anti-mask billboards, declines to display 3 of 4 ads from anti-racism group - The Spokesman-Review
Lamar Advertising removes anti-mask billboards, declines to display 3 of 4 ads from anti-racism group  The Spokesman-Review

How to Create Video Advertising Campaigns for the Long Run - Entrepreneur
How to Create Video Advertising Campaigns for the Long Run  Entrepreneur

Advertising Revenues Projected To Decline In 2020 Worldwide - Forbes
Advertising Revenues Projected To Decline In 2020 Worldwide  Forbes

5x points on shipping and advertising with Chase business cards - Business Insider - Business Insider
5x points on shipping and advertising with Chase business cards - Business Insider  Business Insider

How a virtual advertising 'camp' saved internships for 200 students - AdAge.com
How a virtual advertising 'camp' saved internships for 200 students  AdAge.com

ViacomCBS Takes Q2 Advertising Hit But Manages To Beat Revenue Forecasts - Deadline
ViacomCBS Takes Q2 Advertising Hit But Manages To Beat Revenue Forecasts  Deadline

Audi Isn’t The First Automaker To Slip On An Advertising Banana Peel - Forbes
Audi Isn’t The First Automaker To Slip On An Advertising Banana Peel  Forbes

Trump campaign restarts TV advertising with spots slamming Biden - POLITICO
Trump campaign restarts TV advertising with spots slamming Biden  POLITICO

Your chances of getting COVID-19 from flying, how JC Penney is advertising amidst bankruptcy, and more: Datacenter Weekly - AdAge.com
Your chances of getting COVID-19 from flying, how JC Penney is advertising amidst bankruptcy, and more: Datacenter Weekly  AdAge.com

With COVID crushing advertising, YouTubers turn to subscriptions - Chicago Daily Herald
With COVID crushing advertising, YouTubers turn to subscriptions  Chicago Daily Herald

KSL-TV Explains How to Measure ROI Based on Local CTV Advertising [VIDEO] - TVRev
KSL-TV Explains How to Measure ROI Based on Local CTV Advertising [VIDEO]  TVRev

The Way Forward For Data-Driven Advertising 08/07/2020 - MediaPost Communications
The Way Forward For Data-Driven Advertising 08/07/2020  MediaPost Communications

Playwire to Give All Online Publishers Insights on Advertising Technology, Page Speed, Site Performance, and Ad Optimization - MarTech Series
Playwire to Give All Online Publishers Insights on Advertising Technology, Page Speed, Site Performance, and Ad Optimization  MarTech Series

Wilkes-Barre police issue warning over advertising scam - fox56.com
Wilkes-Barre police issue warning over advertising scam  fox56.com

‘Building up a community first’: Instagram Reels has little on offer for advertisers — for now - Digiday
‘Building up a community first’: Instagram Reels has little on offer for advertisers — for now  Digiday

Google Expands Audio Advertising Options to Help Brands Tap Into Increased Audio Engagement - Social Media Today
Google Expands Audio Advertising Options to Help Brands Tap Into Increased Audio Engagement  Social Media Today

Lamar Advertising's (LAMR) Q2 FFO & Revenues Miss Estimates - Yahoo Finance
Lamar Advertising's (LAMR) Q2 FFO & Revenues Miss Estimates  Yahoo Finance

‘A Big Correction’: Pandemic Brings Change to ‘Bloated’ Ad Industry - The New York Times
‘A Big Correction’: Pandemic Brings Change to ‘Bloated’ Ad Industry  The New York Times

Fiat Chrysler Reorders Its Advertising Around Digital Demands - Forbes
Fiat Chrysler Reorders Its Advertising Around Digital Demands  Forbes

Facebook has been barely impacted by big advertisers' boycott — here's why - TNW
Facebook has been barely impacted by big advertisers' boycott — here's why  TNW

New Jersey's COVID-19 Advertising Campaign Targets 30-something's 'Risky Behaviors' - TAPinto.net
New Jersey's COVID-19 Advertising Campaign Targets 30-something's 'Risky Behaviors'  TAPinto.net

More Than 1,000 Companies Boycotted Facebook. Did It Work? - The New York Times
More Than 1,000 Companies Boycotted Facebook. Did It Work?  The New York Times

Gates a useless advertising tool for the Developer - Villages-News
Gates a useless advertising tool for the Developer  Villages-News

Ubisoft and In-game Advertising Platform Anzu.io Brings Blended In-Game Ads Into Trackmania - MarTech Series
Ubisoft and In-game Advertising Platform Anzu.io Brings Blended In-Game Ads Into Trackmania  MarTech Series

Lamar Advertising's (LAMR) CEO Sean Reilly on Q2 2020 Results - Earnings Call Transcript - Seeking Alpha
Lamar Advertising's (LAMR) CEO Sean Reilly on Q2 2020 Results - Earnings Call Transcript  Seeking Alpha

Apple and Microsoft just proved the power of advertising - ZDNet
Apple and Microsoft just proved the power of advertising  ZDNet

US Podcast Advertising To Top $1 Billion Next Year 08/04/2020 - MediaPost Communications
US Podcast Advertising To Top $1 Billion Next Year 08/04/2020  MediaPost Communications

AIG Life & Retirement Launches We See the Future in You Advertising Campaign at 2020 PGA Championship - Business Wire
AIG Life & Retirement Launches We See the Future in You Advertising Campaign at 2020 PGA Championship  Business Wire

Google’s Advertising Haul Comes Up Short for First Time - The Wall Street Journal
Google’s Advertising Haul Comes Up Short for First Time  The Wall Street Journal

The digital advertising industry’s two leaders announce merger - Martechcube
The digital advertising industry’s two leaders announce merger  Martechcube

Advertising Opportunities - Contemporary Pediatrics
Advertising Opportunities  Contemporary Pediatrics

UK advertisers pulled more than £1.1bn spend during Covid lockdown - The Guardian
UK advertisers pulled more than £1.1bn spend during Covid lockdown  The Guardian

Schoolyard Snacks co-founder Helen Guo made her first $100000 without spending a dime on advertising- here's how - Thinknum Media
Schoolyard Snacks co-founder Helen Guo made her first $100000 without spending a dime on advertising- here's how  Thinknum Media

Pinterest shares close up 36% on user growth and advertising in Q2 - CNBC
Pinterest shares close up 36% on user growth and advertising in Q2  CNBC

We banned advertising for cigarettes. Should we do the same for SUVs? - GreenBiz
We banned advertising for cigarettes. Should we do the same for SUVs?  GreenBiz

ViacomCBS to Launch Connected Video Advertising Platform EyeQ - Hollywood Reporter
ViacomCBS to Launch Connected Video Advertising Platform EyeQ  Hollywood Reporter

Transforming to Win With Digital Ads - Radio World - Radio World
Transforming to Win With Digital Ads - Radio World  Radio World

POLITICAL CAMPAIGN, ADVERTISEMENT SIGNS NOT PERMITTED ON PUBLIC RIGHTS OF WAY - kroxam.com
POLITICAL CAMPAIGN, ADVERTISEMENT SIGNS NOT PERMITTED ON PUBLIC RIGHTS OF WAY  kroxam.com

Advertising And Marketing & Communications Organizer work with DeMellier - D1SoftballNews.com
Advertising And Marketing & Communications Organizer work with DeMellier  D1SoftballNews.com

COVID-19 Impacts: In-Game Advertising Market Will Accelerate at a CAGR of Almost 20% Through 2020-2024 | Increasing Popularity of Mobile Gaming to Boost Growth | Technavio - Business Wire
COVID-19 Impacts: In-Game Advertising Market Will Accelerate at a CAGR of Almost 20% Through 2020-2024 | Increasing Popularity of Mobile Gaming to Boost Growth | Technavio  Business Wire

IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact - IAB
IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact  IAB

Snap CMO Kenny Mitchell Says New B2B Campaign Targeting Advertisers Highlights The ‘Snapchat Generation’ - Forbes
Snap CMO Kenny Mitchell Says New B2B Campaign Targeting Advertisers Highlights The ‘Snapchat Generation’  Forbes

Rangers star Ianis Hagi sets up advertising agency in Romania - Daily Record
Rangers star Ianis Hagi sets up advertising agency in Romania  Daily Record

Lamar Advertising Co (LAMR) Q2 2020 Earnings Call Transcript - Nasdaq
Lamar Advertising Co (LAMR) Q2 2020 Earnings Call Transcript  Nasdaq

Vegan food company provokes with M*** F*** advertising campaign - The Guardian
Vegan food company provokes with M*** F*** advertising campaign  The Guardian

Cross-Channel Advertising Software Market Analysis And Demand With Forecast Ove - News by aeresearch
Cross-Channel Advertising Software Market Analysis And Demand With Forecast Ove  News by aeresearch

Microsoft Advertising Integrates Shutterstock to Help Advertisers Create High-Performing Ads - PRNewswire
Microsoft Advertising Integrates Shutterstock to Help Advertisers Create High-Performing Ads  PRNewswire

US sanctions: Carrie Lam and other targeted officials banned from advertising on Facebook - Hong Kong Free Press
US sanctions: Carrie Lam and other targeted officials banned from advertising on Facebook  Hong Kong Free Press

CommerceIQ Launches Industry's First Advertising Managed Service Enabling Consumer Brands - MarTech Series
CommerceIQ Launches Industry's First Advertising Managed Service Enabling Consumer Brands  MarTech Series

Trump Might Allow TikTok Acquisition (With Conditions); Adobe Spurns Political Advertising - AdExchanger
Trump Might Allow TikTok Acquisition (With Conditions); Adobe Spurns Political Advertising  AdExchanger

Google Ads Advertisers Can Now Capture Leads From YouTube - Search Engine Journal
Google Ads Advertisers Can Now Capture Leads From YouTube  Search Engine Journal

Centro Implements Transparency Requirements to Bring Advertisers and Publishers Closer Together - MarTech Series
Centro Implements Transparency Requirements to Bring Advertisers and Publishers Closer Together  MarTech Series

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Global Mobile Advertising Market 2020 | Growth, Share, Trends, Opportunities And Focuses On Top Players | Google, Amazon, Hunt, Twitter, InMobi, HasOffers, Apple (iAd), Adfonic, Flurry  NJ MMA News

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Social Advertising Software Industry Market 2020 Emerging Trend and Advancement  News by aeresearch

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In-Depth Future Innovations: Cloud Advertising Market SWOT Analysis by Key Players: Cisco Systems, Microsoft, Google, Adobe  Market Research Posts

Vengo teams with National Entertainment Network, launches digital media platform for in-store advertising - Retail Customer Experience
Vengo teams with National Entertainment Network, launches digital media platform for in-store advertising  Retail Customer Experience

Microsoft Moves to Buy TikTok, Deepfake Identification Software, Facebook Advertising Growth Unchanged - BroadbandBreakfast.com
Microsoft Moves to Buy TikTok, Deepfake Identification Software, Facebook Advertising Growth Unchanged  BroadbandBreakfast.com

Black-Owned Media Companies Call for Advertisers to Start Spending - Black Enterprise
Black-Owned Media Companies Call for Advertisers to Start Spending  Black Enterprise

6sense’s Advertising Capabilities Pull Ahead of ABM Pack with Native Retargeting - Martechcube
6sense’s Advertising Capabilities Pull Ahead of ABM Pack with Native Retargeting  Martechcube

Evening Standard to cut one-third of staff as Covid-19 hits advertising - The Guardian
Evening Standard to cut one-third of staff as Covid-19 hits advertising  The Guardian

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Advertisement for Bids | Legal Announcements | oanow.com  Opelika Auburn News

Impact of Existing and Emerging Mobile Advertising Market Trends 2019-2025 - eRealty Express
Impact of Existing and Emerging Mobile Advertising Market Trends 2019-2025  eRealty Express

Disney Slashed Ad Spending on Facebook Amid Growing Boycott - The Wall Street Journal
Disney Slashed Ad Spending on Facebook Amid Growing Boycott  The Wall Street Journal

Facebook Said to Consider Banning Political Ads - The New York Times
Facebook Said to Consider Banning Political Ads  The New York Times

Advertisement: American Advertisement | Review - Pitchfork
Advertisement: American Advertisement | Review  Pitchfork

Target, MTV Blocked Ads From News Mentioning ‘George Floyd’ and ‘Protests’ - The Wall Street Journal
Target, MTV Blocked Ads From News Mentioning ‘George Floyd’ and ‘Protests’  The Wall Street Journal

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As Trump Pushes Into Portland, His Campaign Ads Turn Darker  The New York Times

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

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Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares  The Washington Post

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