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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 Thu. May / 06 / 2021

Bill banning marijuana advertising in Idaho passes Senate - KJZZ
Bill banning marijuana advertising in Idaho passes Senate  KJZZ

Diversity in Advertising: Avoid The Obvious 05/06/2021 - MediaPost Communications
Diversity in Advertising: Avoid The Obvious 05/06/2021  MediaPost Communications

The Evolved Value Exchange of Advertising in 2021 - AiThority
The Evolved Value Exchange of Advertising in 2021  AiThority

The Future of Digital Out of Home Advertising - MarketScale
The Future of Digital Out of Home Advertising  MarketScale

Increase revenue with multi-channel advertising - HFA - Home Furnishings Association
Increase revenue with multi-channel advertising - HFA  Home Furnishings Association

Facebook pushes back advertising meetings after Oversight Board ruling - Business Insider
Facebook pushes back advertising meetings after Oversight Board ruling  Business Insider

Bank of America upgrades Zynga as video game company pushes into advertising - CNBC
Bank of America upgrades Zynga as video game company pushes into advertising  CNBC

Legislation would prohibit marijuana advertising in Idaho - KXLY Spokane
Legislation would prohibit marijuana advertising in Idaho  KXLY Spokane

ViacomCBS beats quarterly revenue estimates on streaming, advertising boost - Reuters
ViacomCBS beats quarterly revenue estimates on streaming, advertising boost  Reuters

Advertising Alert - Influencers May Now Benefit from SAG-AFTRA's New Agreement - Lexology
Advertising Alert - Influencers May Now Benefit from SAG-AFTRA's New Agreement  Lexology

Advertising and strategic communications to move to school of business - Lindenlink
Advertising and strategic communications to move to school of business  Lindenlink

New anti-marijuana advertising, promotion ban bill passes Senate, 21-14... - Idaho Press-Tribune
New anti-marijuana advertising, promotion ban bill passes Senate, 21-14...  Idaho Press-Tribune

Advertising Mogul And Veteran Television Personality Donny Deutsch Launches First Podcast With Kast Media - PRNewswire
Advertising Mogul And Veteran Television Personality Donny Deutsch Launches First Podcast With Kast Media  PRNewswire

Signal tried to use Facebook's targeted advertising data against it - Yahoo Tech
Signal tried to use Facebook's targeted advertising data against it  Yahoo Tech

Top Advantages of Digital Advertising for Small Businesses - CIOReview
Top Advantages of Digital Advertising for Small Businesses  CIOReview

Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising - AdExchanger
Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising  AdExchanger

Billy Lewis The 7 Figure Digital Advertising Consultant - Influencive
Billy Lewis The 7 Figure Digital Advertising Consultant  Influencive

How Artificial Intelligence Is Revolutionizing the Advertising Industry - BBN Times
How Artificial Intelligence Is Revolutionizing the Advertising Industry  BBN Times

TikTok – Not Just For Gen Z Anymore; Platform Pitches Advertisers With No Forced Sale Looming, New CEO In Place - Deadline
TikTok – Not Just For Gen Z Anymore; Platform Pitches Advertisers With No Forced Sale Looming, New CEO In Place  Deadline

Advertising Campaign by HARi&Co is Helping the French Give Up Their "Addiction" to Meat - vegconomist - the vegan business magazine - vegconomist - the vegan business magazine
Advertising Campaign by HARi&Co is Helping the French Give Up Their "Addiction" to Meat - vegconomist - the vegan business magazine  vegconomist - the vegan business magazine

Connecticut senators vote to block deceptive advertising by crisis pregnancy centers in long-running clash over abortion - Hartford Courant
Connecticut senators vote to block deceptive advertising by crisis pregnancy centers in long-running clash over abortion  Hartford Courant

FDIC Seeks Public Comments To Sign And Advertising Rule - JD Supra
FDIC Seeks Public Comments To Sign And Advertising Rule  JD Supra

Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory' - AdAge.com
Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory'  AdAge.com

Alexis Campbell Selected as 2021 Recipient of American Advertising Federation Scholarship - University of Arkansas Newswire
Alexis Campbell Selected as 2021 Recipient of American Advertising Federation Scholarship  University of Arkansas Newswire

Ram Truck Brand Teams With Foo Fighters to Launch New Advertising Campaign to Shine a "Spotlight" on Everyday Rock Stars - PRNewswire
Ram Truck Brand Teams With Foo Fighters to Launch New Advertising Campaign to Shine a "Spotlight" on Everyday Rock Stars  PRNewswire

10 Best Advertising Stocks to Buy Now - Yahoo Finance
10 Best Advertising Stocks to Buy Now  Yahoo Finance

7 Advertising & Marketing Trends in Banking for 2021 - The Financial Brand
7 Advertising & Marketing Trends in Banking for 2021  The Financial Brand

What Is An Advertisement? The National Advertising Division Weighs In. - JD Supra
What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

Advertising Amid Chip Shortage-Induced Inventory Changes - Ward's Auto
Advertising Amid Chip Shortage-Induced Inventory Changes  Ward's Auto

Apple Is Changing How Digital Ads Work. Are Advertisers Prepared? - Harvard Business Review
Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

Greenwashing: Lawsuit Charges Oil Companies with False Advertising - EHS Daily Advisor - EHS Daily Advisor
Greenwashing: Lawsuit Charges Oil Companies with False Advertising - EHS Daily Advisor  EHS Daily Advisor

Ed Sheeran and Other Artists Are Now Advertising on Soccer Jerseys - Promo Marketing
Ed Sheeran and Other Artists Are Now Advertising on Soccer Jerseys  Promo Marketing

Phrase match is now the same across Microsoft Advertising and Google Ads; Wednesday’s daily brief - Search Engine Land
Phrase match is now the same across Microsoft Advertising and Google Ads; Wednesday’s daily brief  Search Engine Land

Analyst Take: How Brands in Latin America Are Addressing Diversity and Representation in Advertising - eMarketer
Analyst Take: How Brands in Latin America Are Addressing Diversity and Representation in Advertising  eMarketer

UM School of Journalism and New Media IMC team wins second place in student advertising competition - School of Journalism and New Media - Ole Miss News
UM School of Journalism and New Media IMC team wins second place in student advertising competition - School of Journalism and New Media  Ole Miss News

Thursday Sector Laggards: Shipping, Advertising Stocks - Nasdaq
Thursday Sector Laggards: Shipping, Advertising Stocks  Nasdaq

E-Commerce Boom Is Here to Stay, and Digital Advertisers Are Noticing - GOBankingRates
E-Commerce Boom Is Here to Stay, and Digital Advertisers Are Noticing  GOBankingRates

Yelp beats expectations as diners, advertisers return - MarketWatch
Yelp beats expectations as diners, advertisers return  MarketWatch

Spectrum to help advertisers reach multicultural audiences - Rochester Business Journal
Spectrum to help advertisers reach multicultural audiences  Rochester Business Journal

Amazon Joins New Advertisers On The Q India - PRNewswire
Amazon Joins New Advertisers On The Q India  PRNewswire

TVB Statement on Advertising to Mother's Day Shoppers - GlobeNewswire
TVB Statement on Advertising to Mother's Day Shoppers  GlobeNewswire

For Work or Play, Biggie Billboards Reinvents the Mobile Advertising Industry With Removable, Replaceable Banners - Yahoo Finance
For Work or Play, Biggie Billboards Reinvents the Mobile Advertising Industry With Removable, Replaceable Banners  Yahoo Finance

Senate panel takes up anti-marijuana advertising bill... - Idaho Press-Tribune
Senate panel takes up anti-marijuana advertising bill...  Idaho Press-Tribune

Ad Campaign Duration: How Long Does Advertising Take to Work? - Business 2 Community
Ad Campaign Duration: How Long Does Advertising Take to Work?  Business 2 Community

YouTube's linked TV advertising will be more shoppable thanks to a new update - Digital Information World
YouTube's linked TV advertising will be more shoppable thanks to a new update  Digital Information World

Catchy billboards advertising 100k sweepstake raise money for Meals On Wheels - KVIA El Paso
Catchy billboards advertising 100k sweepstake raise money for Meals On Wheels  KVIA El Paso

Facebook: The Difference Diversity Makes in Online Advertising | The 2021 MAKERS Conference - Yahoo Sports
Facebook: The Difference Diversity Makes in Online Advertising | The 2021 MAKERS Conference  Yahoo Sports

FY 2020 Digital Video Advertising Spend Report - IAB
FY 2020 Digital Video Advertising Spend Report  IAB

Amazon Advertising Reports 2021 Guide - Jungle Scout
Amazon Advertising Reports 2021 Guide  Jungle Scout

No Cheat Codes Here - Deceptive Gameplay Marketing in Mobile Game Advertising - Lexology
No Cheat Codes Here - Deceptive Gameplay Marketing in Mobile Game Advertising  Lexology

A view from Dave Trott: Why are we advertising? - CampaignLive
A view from Dave Trott: Why are we advertising?  CampaignLive

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Why Cohorts Have Always Been Advertising's Future – Long Before Google's FLoC  AdExchanger

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Teachers honored in new billboard campaign from Lamar Advertising  13WHAM-TV

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How to Make Money with Scoreboard Advertising  Campus Rec Magazine

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3 advantages of printed signage and advertising for driving traffic back to the store  Marketing Dive

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Is Brand Relevant for Businesses That Don't Advertise?  BBN Times

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Admix In-Play Advertising Verified for the First Time by IAS  PRNewswire

CTV is still among the fastest-growing channels in digital advertising - eMarketer
CTV is still among the fastest-growing channels in digital advertising  eMarketer

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In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports  WFMZ Allentown

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Local businesses alerted to advertising scam  Daily Journal Online

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Why WPP wants to be the LVMH of post-COVID-19 advertising  Fast Company

Verizon sells media business after struggle to dent digital advertising duopoly - Marketing Dive
Verizon sells media business after struggle to dent digital advertising duopoly  Marketing Dive

Strictly Legal: Apple false advertising claim survives dismissal motion. - The Cincinnati Enquirer
Strictly Legal: Apple false advertising claim survives dismissal motion.  The Cincinnati Enquirer

Lamar Advertising Co Stock Gives Every Indication Of Being Modestly Overvalued - Yahoo Finance
Lamar Advertising Co Stock Gives Every Indication Of Being Modestly Overvalued  Yahoo Finance

Facebook Postpones Meetings With Advertisers on Trump Ban Decision - Business Insider
Facebook Postpones Meetings With Advertisers on Trump Ban Decision  Business Insider

Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded. - The New York Times
Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

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South Korea dairy company boss resigns over advertising claims that yogurt prevents COVID  CBS News

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After Advertising Error, PA Legislature Moves To Bring Amendment Process In-House  LevittownNow.com

Andi Foster joins newspaper staff as advertising consultant - The Light and Champion
Andi Foster joins newspaper staff as advertising consultant  The Light and Champion

Frequent CTV Ad Scams Risk Spooking Advertisers - Variety
Frequent CTV Ad Scams Risk Spooking Advertisers  Variety

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Estrella Media Showcases the Power of Latinos in 'Experience Estrella. Everywhere' Virtual Advertising Upfront Season Presentations  Business Wire

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As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

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US job advertisements up in April 60 percent over pre-pandemic levels - hiring outlook strong but finding workers is challenging  Yahoo Finance

Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak - CNBC
Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

Researchers Uncover Advertising Scam Targeting Streaming-TV Apps - The Wall Street Journal
Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

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Amazon Advertising Revenue - Quarterly Spend by Ad Type  Jungle Scout

Verizon Media launches Next-Gen Solutions, the future of ID-less advertising - Verizon Communications
Verizon Media launches Next-Gen Solutions, the future of ID-less advertising  Verizon Communications

Facebook allows advertisers to target children interested in smoking, alcohol and weight loss - The Guardian
Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

MOBIUS INTERACTIVE TO ADVERTISE ON NATIONAL TV IN BRAZIL - GlobeNewswire
MOBIUS INTERACTIVE TO ADVERTISE ON NATIONAL TV IN BRAZIL  GlobeNewswire

Car advertising process evolves with pandemic - Automotive News
Car advertising process evolves with pandemic  Automotive News

In the Roaring Twenties, Ads Make a Comeback - The New York Times
In the Roaring Twenties, Ads Make a Comeback  The New York Times

2020/2021 IAB Internet Advertising Revenue Report - IAB
2020/2021 IAB Internet Advertising Revenue Report  IAB

How Brands Turned to In-Game Advertising During the Pandemic - Morning Brew
How Brands Turned to In-Game Advertising During the Pandemic  Morning Brew

Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case - The Wall Street Journal
Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

Microsoft Advertising's New Features & More Digital Marketing News - Search Engine Journal
Microsoft Advertising's New Features & More Digital Marketing News  Search Engine Journal

Global Digital OOH Advertising Market (2021 to 2026) - Industry Trends, Share, Size, Growth, Opportunity and Forecasts - PRNewswire
Global Digital OOH Advertising Market (2021 to 2026) - Industry Trends, Share, Size, Growth, Opportunity and Forecasts  PRNewswire

‘Redefining the buckets’: TV upfront advertisers face pressure to reconsider programming biases - Digiday
‘Redefining the buckets’: TV upfront advertisers face pressure to reconsider programming biases  Digiday

Disney and ad-tech firms agree to privacy changes for children’s apps. - The New York Times
Disney and ad-tech firms agree to privacy changes for children’s apps.  The New York Times

Rebooting The U.S. Media Sector: 2021 Advertising Trends Are Nicely Up, With Some Sectors Lagging - S&P Global
Rebooting The U.S. Media Sector: 2021 Advertising Trends Are Nicely Up, With Some Sectors Lagging  S&P Global

ViacomCBS Issues Advertising Guidelines For Its Adult Directed Networks - Media, Telecoms, IT, Entertainment - United States - Mondaq News Alerts
ViacomCBS Issues Advertising Guidelines For Its Adult Directed Networks - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

Connecting CPG Advertising Strategies To Business Outcomes - AdExchanger
Connecting CPG Advertising Strategies To Business Outcomes  AdExchanger

Apple to boost ads business as iPhone changes hurt Facebook - Financial Times
Apple to boost ads business as iPhone changes hurt Facebook  Financial Times

Insights on the In-Application Advertising Global Market to 2026 - by Advertisement Type, Application and Region - GlobeNewswire
Insights on the In-Application Advertising Global Market to 2026 - by Advertisement Type, Application and Region  GlobeNewswire

These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights - The New York Times
These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights  The New York Times

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

This Group Wants to ‘Ban Surveillance Advertising’ - WIRED
This Group Wants to ‘Ban Surveillance Advertising’  WIRED

Best Advertising Agencies for 2021 - Investopedia
Best Advertising Agencies for 2021  Investopedia

The New Realities of Advertising During COVID-19 - Total Retail
The New Realities of Advertising During COVID-19  Total Retail

How a stay-at-home year accelerated three trends in the advertising industry - CNBC
How a stay-at-home year accelerated three trends in the advertising industry  CNBC

Advertisers, Skip the Platitudes in 2021 - Harvard Business Review
Advertisers, Skip the Platitudes in 2021  Harvard Business Review

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