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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.

[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. June / 18 / 2024

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The ‘Mad Men’ Era Is Long Over. Why Is Advertising Still So White?  The New York Times

This city just made it illegal to advertise SUVs. Here’s why. - The Washington Post
This city just made it illegal to advertise SUVs. Here’s why.  The Washington Post

Mozilla Welcomes Anonym: Privacy Preserving Digital Advertising - Mozilla & Firefox
Mozilla Welcomes Anonym: Privacy Preserving Digital Advertising  Mozilla & Firefox

Peterborough youth praised ahead of food advertising ban decision - BBC.com
Peterborough youth praised ahead of food advertising ban decision  BBC.com

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Building brand loyalty with LGBTQ+ audiences through inclusive advertising and content  Nielsen

Biden team announces $50M campaign highlighting Trump conviction: Election 2024 - The Associated Press
Biden team announces $50M campaign highlighting Trump conviction: Election 2024  The Associated Press

'Ghost jobs' advertise fake positions and offer companies big benefits, while workers pay the price - ABC News
'Ghost jobs' advertise fake positions and offer companies big benefits, while workers pay the price  ABC News

Briefing: TikTok Announces AI Avatars for Advertising - The Information
Briefing: TikTok Announces AI Avatars for Advertising  The Information

T-Mobile asked to stop advertising Price Lock for 5G home internet service - The Verge
T-Mobile asked to stop advertising Price Lock for 5G home internet service  The Verge

How AI will impact the advertising world according to OpenAI - Fast Company
How AI will impact the advertising world according to OpenAI  Fast Company

Magnite and Spectrum Reach Team Up to Enhance Access to Programmatic Advertising | Charter - Charter Communications
Magnite and Spectrum Reach Team Up to Enhance Access to Programmatic Advertising | Charter  Charter Communications

Advertising Is Already Underwhelmed by Widespread AI Adoption, Consumers Are Unhappy, and More - Inc.
Advertising Is Already Underwhelmed by Widespread AI Adoption, Consumers Are Unhappy, and More  Inc.

Freelance Hiring by Advertising Agencies Increases by 40%, Reveals Worksome Data - MediaVillage
Freelance Hiring by Advertising Agencies Increases by 40%, Reveals Worksome Data  MediaVillage

'We're all just fumbling around': Advertising on Substack remains a Wild West for brands - Modern Retail
'We're all just fumbling around': Advertising on Substack remains a Wild West for brands  Modern Retail

New 'Integrated Cannabis Vaporizer' Packaging, Labeling, Advertising, and Marketing Requirements Go Into Effect July 1 - Redheaded Blackbelt
New 'Integrated Cannabis Vaporizer' Packaging, Labeling, Advertising, and Marketing Requirements Go Into Effect July 1  Redheaded Blackbelt

Cannes 2024: Meta upgrades advertising suite with boost to gen AI tools - Campaign US
Cannes 2024: Meta upgrades advertising suite with boost to gen AI tools  Campaign US

Netflix Has Dominated in Advertising Dollars Per Viewer. Could Its Lead Be Narrowing? - Investopedia
Netflix Has Dominated in Advertising Dollars Per Viewer. Could Its Lead Be Narrowing?  Investopedia

PRINT Awards 2024 Student Spotlight: Winners in Branding Identities, Advertising, Editorial & More - PRINT Magazine
PRINT Awards 2024 Student Spotlight: Winners in Branding Identities, Advertising, Editorial & More  PRINT Magazine

Meta uses Cannes to unveil its ‘Big Play’ – AI-enhanced advertising and messaging - The Drum
Meta uses Cannes to unveil its ‘Big Play’ – AI-enhanced advertising and messaging  The Drum

Google loses bid to end US antitrust case over digital advertising - Reuters
Google loses bid to end US antitrust case over digital advertising  Reuters

How Disney is leveraging AI for advertising - Yahoo Finance
How Disney is leveraging AI for advertising  Yahoo Finance

How Telegram's Ads Network Will Impact Advertisers & Creators - Unchained
How Telegram's Ads Network Will Impact Advertisers & Creators  Unchained

Advertisers face far-reaching disruptions as distracted consumers' attention to content weakens across media platforms ... - PR Newswire
Advertisers face far-reaching disruptions as distracted consumers' attention to content weakens across media platforms ...  PR Newswire

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Reviewing Lamar Advertising (NASDAQ:LAMR) and Bimini Capital Management (OTCMKTS:BMNM)  Defense World

Instacart's New Advertising Capability Aims to Help CPG Brands Expand Their Reach - Inc.
Instacart's New Advertising Capability Aims to Help CPG Brands Expand Their Reach  Inc.

Romanian legislative bans advertising for electronic cigarettes and vapes - Romania-Insider.com
Romanian legislative bans advertising for electronic cigarettes and vapes  Romania-Insider.com

Oracle is shutting down its advertising business despite millions in revenues - TechRadar
Oracle is shutting down its advertising business despite millions in revenues  TechRadar

One minute in Cannes with: Uber Advertising - Performance Marketing World
One minute in Cannes with: Uber Advertising  Performance Marketing World

Biden campaign launches advertising attack on ‘convicted criminal’ Trump - The Washington Post
Biden campaign launches advertising attack on ‘convicted criminal’ Trump  The Washington Post

Harnessing AI: Transforming Creative Development In Advertising - AdExchanger
Harnessing AI: Transforming Creative Development In Advertising  AdExchanger

Why Euro 2024 is ‘a big step change’ for the areas advertisers will rely on - Digiday
Why Euro 2024 is ‘a big step change’ for the areas advertisers will rely on  Digiday

Fairshake Spends $2M Advertising Against Anti-Crypto Rep. Jamaal Bowman - Cryptonews
Fairshake Spends $2M Advertising Against Anti-Crypto Rep. Jamaal Bowman  Cryptonews

Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction - WBAP News/Talk
Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction  WBAP News/Talk

Biden's campaign announces $50 million advertising blitz highlighting Trump's conviction - KTVB.com
Biden's campaign announces $50 million advertising blitz highlighting Trump's conviction  KTVB.com

Comcast’s FreeWheel Unveils New Live Events Tool Ahead of Paris Olympics - Hollywood Reporter
Comcast’s FreeWheel Unveils New Live Events Tool Ahead of Paris Olympics  Hollywood Reporter

Oracle Ads have had it: $2B operation shuts down after dwindling to $300M - The Register
Oracle Ads have had it: $2B operation shuts down after dwindling to $300M  The Register

Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction - Jackson Hole News&Guide
Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  Jackson Hole News&Guide

Magnite and Spectrum Reach Team Up To Enhance Access to Programmatic Advertising - StockTitan
Magnite and Spectrum Reach Team Up To Enhance Access to Programmatic Advertising  StockTitan

Oscar Mayer Creates Beauty Advertising. Sort of - Muse by Clio
Oscar Mayer Creates Beauty Advertising. Sort of  Muse by Clio

These 3 trends will dominate advertising: Spotify's Lee Brown - Yahoo Finance
These 3 trends will dominate advertising: Spotify's Lee Brown  Yahoo Finance

T-Mobile can no longer advertise a 'Price Lock' if it doesn't lock prices - Android Authority
T-Mobile can no longer advertise a 'Price Lock' if it doesn't lock prices  Android Authority

Bandai Namco's Smash Bros. Studio "No Longer" Advertising Select Roles For Nintendo Projects - Nintendo Life
Bandai Namco's Smash Bros. Studio "No Longer" Advertising Select Roles For Nintendo Projects  Nintendo Life

Women Connect at Cannes Lions Ad Festival's Empower Cafe - TheWrap
Women Connect at Cannes Lions Ad Festival's Empower Cafe  TheWrap

NBCUniversal Supercharges Live Event Programming For Advertisers With New Accelerated Audience Capabilities - PRODU
NBCUniversal Supercharges Live Event Programming For Advertisers With New Accelerated Audience Capabilities  PRODU

Oracle Is Shutting Down Its Ad Business - Adweek
Oracle Is Shutting Down Its Ad Business  Adweek

Advertising and media elite return to Cannes Lions, as mega-yachts pull up to French Riviera - Page Six
Advertising and media elite return to Cannes Lions, as mega-yachts pull up to French Riviera  Page Six

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At X Staff Meetings, Executives Talk Up Return of Advertisers  The New York Times

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Biden's campaign announces $50M advertising blitz  Times Daily

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Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

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The Trade Desk: Positioned For Success As A New Era Of Digital Advertising Starts (TTD)  Seeking Alpha

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📸 Griezmann feels the full force of EURO 2024 pitch side advertising 🤕  OneFootball - English

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Edward Norton’s Challenging New Role Could Put Him in TV’s Battle for Advertising Dollars  Variety

Jana Steward can provide all display advertising needs - Erwin Record
Jana Steward can provide all display advertising needs  Erwin Record

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Food Advertising, Labeling, and Litigation Conference  Food and Drug Law Institute

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Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  WBBJ-TV

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Oracle Shuts Down Advertising Business After Spending Over $4 Billion  Business Insider

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Why advertising needs more queer leaders  Ad Age

Commercial sponsor advertisements approved for all regular-season football games - NCAA.org
Commercial sponsor advertisements approved for all regular-season football games  NCAA.org

United Nations Chief Wants to Ban Oil & Gas Advertising Worldwide - Marcellus Drilling News
United Nations Chief Wants to Ban Oil & Gas Advertising Worldwide  Marcellus Drilling News

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T-Mobile ticked off for dodgy FWA advertising  Telecoms.com

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Innovid Releases “CTV x Commerce 2024” Report on the State of Interactive Creatives & Shoppable Advertising  Business Wire

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Magna Raises U.S. and Global Ad Forecasts for 2024, But TV Still Expected to Decline  Hollywood Reporter

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Jury Awards $122M in Advertising Patent Case Following Testimony of Quandary Peak Experts  StreetInsider.com

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6 Top Advertising Trends to Watch (2024 & 2025)  Exploding Topics

Ban these companies from advertising, says UN chief, and other nature and climate stories you need to read this week - World Economic Forum
Ban these companies from advertising, says UN chief, and other nature and climate stories you need to read this week  World Economic Forum

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United Selects Magnite's SpringServe to Power Advertising Solution for Inflight Personal Device Entertainment  EIN News

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PayPal Announces New Leaders to Build New Advertising Platform and Accelerate Consumer Product Innovation  PayPal Newsroom

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ROKU Launches New Advertising Solution to Aid Platform Revenues  Yahoo Finance

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Ad tech players unite for programmatic advertising growth in Europe  Adgully

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TI Georgia: Advertising Market in Georgia Insufficient for Media to Function Properly  Civil Georgia

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Anzu and dentsu partner to advance intrinsic in-game advertising with  Pocket Gamer.Biz

Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction - Bowling Green Daily News
Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  Bowling Green Daily News

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Biden Campaign Launches $50m Advertising Onslaught Targeting Trump's Legal Troubles  Arise News

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How Retailers Became Ad Platforms  HBR.org Daily

Lamar Advertising (NASDAQ:LAMR) Shares Sold by American International Group Inc. - Defense World
Lamar Advertising (NASDAQ:LAMR) Shares Sold by American International Group Inc.  Defense World

United Airlines seat ads: How to opt out of targeted advertising - Fast Company
United Airlines seat ads: How to opt out of targeted advertising  Fast Company

Gary Lineker 'breaks BBC advertising rules' by wearing his clothing line on air - The Independent
Gary Lineker 'breaks BBC advertising rules' by wearing his clothing line on air  The Independent

Laughing Matters: How Cannes' Humor Category Could Change Advertising - Adweek
Laughing Matters: How Cannes' Humor Category Could Change Advertising  Adweek

Wacl calls on industry to measure representation of women in advertising - CampaignLive
Wacl calls on industry to measure representation of women in advertising  CampaignLive

Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction - American Family News
Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  American Family News

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Allstate Arena advertising CM Punk for Friday Night SmackDown  POST Wrestling

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Week in Review: 75% of Advertisers Are Still Unprepared for Cookie Deprecation  Hello Partner

Amazon hit with $122 mln US verdict in internet-advertising patent case - The Financial Express
Amazon hit with $122 mln US verdict in internet-advertising patent case  The Financial Express

Biden Campaign Announces $50 Million Advertising Blitz Highlighting Trump's Conviction - http://hamodia.com
Biden Campaign Announces $50 Million Advertising Blitz Highlighting Trump's Conviction  http://hamodia.com

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RDDT Stock: What to Watch as Reddit Nabs New AI Advertising Deal  InvestorPlace

Google launches Google TV advertising network - Search Engine Land
Google launches Google TV advertising network  Search Engine Land

Creative 100: Honoring the Most Innovative Talent Across Advertising, TV, Visual Art and More - Adweek
Creative 100: Honoring the Most Innovative Talent Across Advertising, TV, Visual Art and More  Adweek

Advertisers Are Misinformed About The Ad Industry’s Misinformation Problem - AdExchanger
Advertisers Are Misinformed About The Ad Industry’s Misinformation Problem  AdExchanger

2024 Guide to X (Twitter) Ads: Specs, Cost, and Tips - Hootsuite
2024 Guide to X (Twitter) Ads: Specs, Cost, and Tips  Hootsuite

Advertisers once again try to crack open the secret sauce of platforms, this time with a savvier touch - Digiday
Advertisers once again try to crack open the secret sauce of platforms, this time with a savvier touch  Digiday

You Think You Know How Misinformation Spreads? Welcome to the Hellhole of Programmatic Advertising - WIRED
You Think You Know How Misinformation Spreads? Welcome to the Hellhole of Programmatic Advertising  WIRED

Wild Advertising boosts creativity with student collaboration - adobo Magazine
Wild Advertising boosts creativity with student collaboration  adobo Magazine

Fans Want Busch Gardens To Apologize After ‘Blatantly False Advertising’ - Inside the Magic
Fans Want Busch Gardens To Apologize After ‘Blatantly False Advertising’  Inside the Magic

UK advertising exports reach £18bn in 2023 - PoliticsHome
UK advertising exports reach £18bn in 2023  PoliticsHome

The Impact Of AI On Political Advertising; How Do You Regulate Integrity? - SHOOT Online
The Impact Of AI On Political Advertising; How Do You Regulate Integrity?  SHOOT Online

Google: annual advertising revenue 2001-2023 - Statista
Google: annual advertising revenue 2001-2023  Statista

As Google Targets AI Search Ads, It Could Learn a Lot From Bing - WIRED
As Google Targets AI Search Ads, It Could Learn a Lot From Bing  WIRED

‘Godfathers of climate chaos’: UN chief urges global fossil-fuel advertising ban - The Guardian
‘Godfathers of climate chaos’: UN chief urges global fossil-fuel advertising ban  The Guardian

Chepstow Rugby Club applies for advertising permission to display welcome sign - Herald Wales
Chepstow Rugby Club applies for advertising permission to display welcome sign  Herald Wales

Climate change: Ban fossil fuel advertising says UN chief - BBC.com
Climate change: Ban fossil fuel advertising says UN chief  BBC.com

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