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Words that Sell posted by Peter J. Patsula

Powerful words in advertising often target user needs and benefits.

It is frequently proclaimed that ... "a picture is worth a thousand words!" This maxim has served the purposes of many a graphic designer, but the truth is although there is no doubt that pictures help attract attention, ultimately the real work horses ... are WORDS! Indeed, a single word can easily create a thousand pictures in any reader's mind. Think of the words "WAR," "LOVE," "HATE," and "GOD" and already dozens of images are filling your head. On the Web, studies have shown that no matter how fast an image loads, and no matter how captivating or striking it may appear, the eyes of the surfer always go straight for the words FIRST, images come in SECOND!

In this article, I will introduce to you the "Most Powerful Word in Advertising." I will also provide you with a list of the next "The 10 Most Powerful Words in Advertising." Not surprising, all these words are easy to remember, have proven themselves time and time again in countless brochures, and as you soon will discover, guarantee your sales efforts results!

Generally speaking, the most powerful words in advertising target user needs and speak to the benefits of using a product or service. Keep this in mind as you peruse what follows.

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THE MOST POWERFUL WORD in ADVERTISING
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Think about it ... what is the "Most Powerful Word in Advertising?"

I'm not going to tell you right away. I want you to guess. First, I will give you some clues. This word is a simple common everyday word that you probably use, read and hear at least a hundred times a day. Consumers respond to this word because they feel that advertisers are talking more directly to them on a more personal level. A good copywriter uses this word as much as possible. In fact, it is the first choice among leading copywriters of Direct Mail (DM).

Can you guess this word?

Here are some more hints (fill in the blanks):

I would like to share with _______ a secret.
Imagine for a moment that ________ are lost on an island.
At McDonalds ... we do it all for ________!
I love _____!

If you haven't figured out this powerful mystery word by now, you better reread this passage (this word occurs in every one of the first four sentences of the paragraph "I'm not going to tell ...).

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THE 10 MOST POWERFUL WORDS in ADVERTISING
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When writing your advertising copy or headlines, use some of the following ten most powerful words in the English Language:

DISCOVER
*********
This word suggests adventure and excitement.

EASY
*********
In a world of increasing complexity, everyone wants his or her problems to be solved quickly and with a minimum of effort.

GUARANTEE
*********
In a world where there are very few guarantees consumers want them whenever they can get them.

HEALTH
*********
Everyone wants to live a long healthy life free of sickness.

LOVE
*********
This word connotes deep inner satisfaction.

NEW
*********
Human Beings continually crave novelty.

PROVEN
*********
This word gives people peace of mind.

RESULTS
*********
People want to know something good will happen to them if they use your product or service. They expect results.

SAFETY
*********
This word indicates long-lasting product quality and relates to personal security.

SAVE
*********
Everyone wants to save time, energy, and especially money.

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