Words that Sell: More than 6000 Entries to Help You Promote Your Products, Services, and Ideas

258 Pages·2006·1.07 MB·English

by  Bayan

WORDS THAT SELL
MORE THAN 6,000 ENTRIES TO HELP YOU PROMOTE YOUR
PRODUCTS, SERVICES, AND IDEAS
REVISED AND EXPANDED EDITION
RICHARD BAYAN
Copyright © 2006 by Richard Bayan. All rights reserved. Except as permitted
under the United States Copyright Act of 1976, no part of this publication may
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ISBN: 978-0-07-166110-2
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To the memory of my parents,
Aris and Chaqué Bayan,
with love and gratitude.
CONTENTS
Preface/Acknowledgments
Introduction to the Second Edition
How to Use This Book
A Crash Course in Copywriting
Categories of Copy
Part 1 Grabbers
Teasers
Free/Prize
Sale/Discount
Trial Offer/No Obligation
Heads and Slogans
Salutations and Invitations
Opening with a Question
Opening with a Statement
Opening with a Challenge
Snappy Transitions
All-Purpose Grabbers
Part 2 Descriptions and Benefits
Appealing
Authentic
Belonging/Membership
Big/Many
Choice/Control
Comfortable
Competitive
Complete/Thorough
Convenient
Distinguished/Status
Durable/Solid
Easy
Exciting/Stimulating
Experienced/Expert
Fabulous
Fast
Fresh/Wholesome
Fun/Cheerful
Gift
Good-Looking
Healthful
Honest
Improved
Indispensable
Informative
Luxurious
Made
Money-Making
Money-Saving
New/Advanced
Plain/Natural
Pleasure/Satisfaction
Popular
Powerful
Reliable
Results/Performance
Romantic
Security/Peace of Mind
Self-Improvement
Sensory Qualities
Service/Help
Sexy
Small/Less
Sophisticated/Smart
Stylish
Suitable
Superior
Timely
Traditional/Classic
Unusual
Useful/Practical
Valuable
Part 3 Clinchers
Persuading Your Audience
Minimizing Risk
The Moment of Decision
The Call to Action
The P.S.
The Lift Note
Guarantees
Order Information
Following Through
Part 4 Special Strategies
Enhancing Your Company’s Image
Justifying a High Price
Knocking the Competition
Using Demographics to Impress
Flattering the Reader
Selling Yourself: Personal Traits
Selling Yourself: Achievements
Selling Your Ideas
Appendix
“Puffspeak”—And Its Alternative
Wordy Expressions
Commonly Misspelled Words
Commonly Confused Words
Further Reading
Key Word Index
PREFACE
Like magicians with their props or fishermen with their time-tested lures,
advertising copywriters rely upon a handy assortment of contrivances for
seducing an audience. A copywriter’s tools are words, and the most effective
tools are words that sell. Infallible adjectives like luxurious and irresistible.
Ageless phrases like a lifetime of satisfaction and right at your fingertips. And,
of course, that sturdy old standard, FREE!
This volume represents an attempt to gather the most potent of these words
and phrases into a single sourcebook. To compile this material, I rummaged
through mountainous stacks of magazines, newspapers, direct-mail packages,
and catalogs. I kept an ear open for compelling phrases that I heard over the
radio and on television. I checked my e-mail for the occasional gold nugget
embedded in the spam. I raided my own copy files, consulted more than one
thesaurus, and, after organizing the entries into lists, added still more words and
phrases as they came to mind. I rejected those entries that seemed to fall flat in
print, and I shunned any slogans that were closely identified with specific
products.
Think of this book as your personal magic kit—or, if you prefer, a bottomless
tackle box filled with glittering lures. Use it whenever you require inspiration on
short notice. Browse through its lists at leisure to expand your repertoire. With
this book at your side, you’ll be able to go straight to the words and phrases that
suit your needs. Instead of groping for words, your mind will be free to focus on
the real task of advertising and other promotional writing: shaping a message
that generates an enthusiastic response from your audience.