Power Sales Words: How to Write It, Say It And Sell It With Sizzle

282 Pages·2006·3.8 MB·English

by  Vicky Oliver

PowerWords_fullcover 3/29/06 3:08 PM Page 1
striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nag-
ging erratic spiritual cocky tenacity congenial titillating risqué haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create dramatize enhance
erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip oPPrganize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze
unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious genuine dour grip-
OO POWER
ping magnetic nagging erratic spEiritxualp coeckry tte naacdityv coincgeeni al titillating risqué haughty enduring svelte pPoignant eccOentric rich acWhieve aspire challenEge chop clRarify commit craft create
dramatize enhance erase finagle find finesse generate inspire interrogate interrupt jump WWlead motivate nip organize oversee pepper pinch plan raise rally rouse save shake strategize sur-
on writing copy that sells!
pass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious
genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillatingEE risqué haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify com-
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In today’s fast-paced market, you have approximately three seconds to grab—and
strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaSded disastrouAs exhilarating cLaptivating ouEtstanding wry cShiseled crotchety ecstatic
keep—a buyer’s attention. Power Sales Words is the only reference you need to help SALES
conscientious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity conSSgenial titillating risqué haughty enduring svelte poignant eccentric rich achieve aspire challenge
you write attention-grabbing and powerful headlines.
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✓ How-to advice on writing copy
plan raise rally rouse save shake nip striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious
✓ Hundreds of lists of essential sales words SS
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WORDS
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WW
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Vicky Oliver, author of 301 Smart Answers to Tough Interview Questions, is an award-
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How to Write It, Say It, and
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Adweek magazine and on Crain’s New York Business website. Her advice was featured in the SS
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radio programs. Sell It Sizzle
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with
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ISBN-10: 1-4022-0650-X
pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivat-
ing outstanding wry chiseled crotchety ecstatic conscienCtious genuine dour grippNing magnetic nagging erratic spiritual cocky tenacity congenial titillating risqué haughty enduring svelte
P A
U E V I C K Y O L I V E R
poignant eccentric rich achieve aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip
organize oversee pepper pinch plan raise rally rouse save shake nip striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled
crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risqué haughty enduring svelte poignant eccentric rich achieve
aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch
PowerSalesWords_INT 3/29/06 3:00 PM Page I
POWER
SALES
WORDS
How to Write It, Say It, and
Sell It Sizzle
with
Vicky Oliver
PowerSalesWords_INT 3/29/06 3:00 PM Page II
Copyright © 2006 by Vicky Oliver
Cover and internal design © 2006 by Sourcebooks, Inc.
Sourcebooks and the colophon are registered trademarks of Sourcebooks, Inc.
All rights reserved. No part of this book may be reproduced in any form or by any electronic or mechanical
means including information storage and retrieval systems—except in the case of brief quotations embodied
in critical articles or reviews—without permission in writing from its publisher, Sourcebooks, Inc.
All brand names and product names used in this book are trademarks, registered trademarks, or trade
names of their respective holders. Sourcebooks, Inc., is not associated with any product or vendor in
this book.
Published by Sourcebooks, Inc.
P.O. Box 4410, Naperville, Illinois 60567-4410
[phone]
Fax: [phone]
www.sourcebooks.com
Library of Congress Cataloging-in-Publication Data
Oliver, Vicky
Power sales words : how to write it, say it, and sell it with sizzle / Vicky Oliver.
p. cm.
ISBN-13: 978-1-4022-1689-3
ISBN-10: 1-4022-1689-0
1. Advertising copy. 2. Marketing. I. Title.
HF5825.O45 2006
659.13’2—dc22
2005033341
Printed and bound in the United States of America
CH 10 9 8 7 6 5 4 3 2 1
PowerSalesWords_INT 3/29/06 3:00 PM Page III
This book is dedicated to my grandmother Janice, who always had an irrepressible
curiosity about my writing. Many times, she would “cordially demand” that I send
her hard copies of the ads I had written (and being a dutiful granddaughter, I had
no choice but to comply). Her passion inspired me, and I hope that in some small
way, it will also touch all those who read this book.
PowerSalesWords_INT 3/29/06 3:00 PM Page IV
striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding
wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic spiritual
cocky tenacity congenial titillating risque haughty enduring svelte poignant eccentric rich achieve aspire
challenge chop clarify commit craft create dramatize enhance erase finagle find finesse generate inspire
interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse save
shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid
jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious gen-
uine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risque haughty
enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create drama-
tize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organ-
ize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win
zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating out-
standing wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic
spiritual cocky tenacity congenial titillating risque haughty enduring svelte poignant eccentric rich achieve
aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesse generate
inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse
save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak
rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious
genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risque haughty
enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create drama-
tize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organ-
ize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win
zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating out-
standing wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic
spiritual cocky tenacity congenial titillating risque haughty enduring svelte poignant eccentric rich achieve
aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesse generate
inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse
save shake nip striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivat-
ing outstanding wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging
erratic spiritual cocky tenacity congenial titillating risque haughty enduring svelte poignant eccentric rich
achieve aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesse
generate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally
rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired
bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscien-
tious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risque
PowerSalesWords_INT 3/29/06 3:00 PM Page V
tanding
spiritual
e aspire
inspire
✱
se save
ak rigid
Acknowledgments
us gen-
haughty
drama-
p organ-
veil win
My heartfelt thanks to Bethany Brown for leaping over obstacles like a modern day super-
ng out-
heroine to get this book made; to June Clark for her “never call it quits” energy, zeal, and drive;
erratic
and to every boss I’ve ever had in advertising—particularly those mentors from my cub copy-
achieve
writer days who nitpicked with me endlessly about pesky details like commas and exclamation
enerate
points. Somewhere along the way, I learned how to write advertising copy. Thank you, one
y rouse
and all.
ed bleak
entious
haughty
drama-
p organ-
veil win
ng out-
erratic
achieve
enerate
y rouse
aptivat-
nagging
tric rich
finesse
ise rally
nspired
nscien-
g risque
PowerSalesWords_INT 3/29/06 3:00 PM Page VI
striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding
wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic spiritual
cocky tenacity congenial titillating risque haughty enduring svelte poignant eccentric rich achieve aspire
challenge chop clarify commit craft create dramatize enhance erase finagle find finesse generate inspire
interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse save
shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid
jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious gen-
uine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risque haughty
enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create drama-
tize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organ-
ize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win
zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating out-
standing wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic
spiritual cocky tenacity congenial titillating risque haughty enduring svelte poignant eccentric rich achieve
aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesse generate
inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse
save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak
rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious
genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risque haughty
enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create drama-
tize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organ-
ize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win
zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating out-
standing wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic
spiritual cocky tenacity congenial titillating risque haughty enduring svelte poignant eccentric rich achieve
aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesse generate
inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse
save shake nip striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivat-
ing outstanding wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging
erratic spiritual cocky tenacity congenial titillating risque haughty enduring svelte poignant eccentric rich
achieve aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesse
generate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally
rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired
bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscien-
tious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risque
PowerSalesWords_INT 3/29/06 3:00 PM Page VII
tanding
spiritual
e aspire
inspire ✱
se save
ak rigid
Contents
us gen-
haughty
drama-
p organ- Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .v
veil win
The 12 Laws of Writing Compelling Copy . . . . . . . . . . . . . . . . . . . . . . . . . . . . .ix
ng out-
erratic
How to Use This Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1
achieve
enerate
The Fear Factor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
y rouse
(Or Copywriting 101 for Anyone Who Has to Write Almost Anything)
ed bleak
entious
Section I: Keep It Simple . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
haughty
drama- Section II: Make It Provocative . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21
p organ-
veil win Section III: Nix the Bells and Whistles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41
ng out-
erratic Section IV: Closing Arguments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .65
achieve
enerate Section V: Choose Your Words Wisely . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .83
y rouse
Section VI: Product Attributes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .129
aptivat-
nagging
Section VII: Conclusion: Edit, Edit, Revise, and Tweak . . . . . . . . . . . . . . . . .145
tric rich
finesse
Section VIII: How I Wrote the Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . .147
ise rally
nspired
nscien-
g risque
PowerSalesWords_INT 3/29/06 3:00 PM Page VIII
VIII | Power Sales Words
Appendix A: Synonym Finder . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .153
Appendix B: Polar Opposites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .207
Appendix C:
One List My Seventh Grade English Teacher Asked Me to Include . . . . . . . .247
Appendix D: Three Essays for Writers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .251
About the Author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .267
PowerSalesWords_INT 3/29/06 3:00 PM Page IX
✱
The 12 Laws of Writing
Compelling Copy
1. Decide your message. Take a piece of paper and write down your goal in compelling lan-
guage. It can be one sentence: “My goal is to convince the XYZ company to buy seventeen
thousand widgets from my company,” or “My goal is to persuade MSNBC to put me on
their morning show,” or “My goal is to land a job at Big, Gargantuan, & Humongous
Advertising, even though I’ve never written a piece of advertising copy before.”
2. Devise a strategy. In one simple sentence, write down what your strategy is. In plain
English, this is why anyone should care. Use motivating, empowering language and phrase
your strategy to make it sound as if your dream has already happened. “MSNBC is so excit-
ed about the seminars that I have been teaching that I get a slot on their morning show.”
In this example, your letter to MSNBC will need to describe what’s appealing about your
seminars in clear, crisp language. Why should hundreds of people stop doing whatever is
pressing today, pick up the phone, and enroll in your seminars immediately? Commit your
strategy to the same piece of paper as your message. Then tack the paper up on your wall
with some removable scotch tape. (Don’t worry. The paint won’t chip. That’s why you’re
using removable scotch tape.)
3. Keep it simple. Pare down your message until it is crystal clear. Remember that your primary
job is always to persuade someone to take action, and don’t let too many words get in the