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Thousands of hours are invested by the world’s greatest ad men trying to figure out what MOTIVATES people to buy…especially when it comes to writing HEADLINES for ads. Believe me, it’s not an easy thing to do. It takes hours and hours of work and testing to finally come up with the one headline, phrase, offer, etc. that out-pulls the rest. Even though it’s tough for the great ones, I can make it easier for you by giving you a short list of power words, phrases, openings, and transitions that elicit emotion, response, and action from your prospect. For example, when John Caples analyzed the 100 greatest money-making headlines of all time, he found that these following 10 words appeared over and over and over again (the actual number of times is indicated in parenthesis): |
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You can see that the words YOU and YOUR appeared far more than any other words. This illustrates the importance of addressing your prospects on an individual level. As indicated in the report, you have to talk about what your prospects want – not what you want. Remember, it’s called WIIFM (What’s In It For Me). These next sets of words are to help you start thinking about how you should be writing to your prospects. These words will give your ads, letters, etc. life, emotion, value, and impact. Use them in everything you write – especially HEADLINES. |
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| Other Words That Work Wonders: | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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Persuasive Phrases That Work: FREE OFFER often works well in direct-response advertising. Here are some examples:
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| News Related Introductions: | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Try these fresh intros… | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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| How To Phrases: | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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People listen to broadcasts and buy both magazines and newspapers to get INFORMATION. You can successfully compete for the attention of your prospects with the things they want to know.
Summing Up In writing your advertising copy, don’t neglect the tested words and phrases that are used by the most effective direct response advertisers. Keep the lists in this report handy when writing. Look over them before you begin to write. Make sure your advertising agency uses them. Refer to them often. |
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