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POWER WO S
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POWER I've had a couple of revelations in my career that have instantly improved my ability to write killer copy. The first was to learn the insider secrets of world-class salesmanship, and translate those shrewd tactics to the printed page. Next, I learned to write in a conversational manner - not like some starched-up blowhard who used perfect grammar and fancy twenty-five cent words all the time. Then (after reading the great "Elements of Style" by Strunk and White), I learned to abandon almost all adjectives in my writing... and to use "action verbs" that single-handedly told a story all by themselves. This last discovery - using action verbs to pump up my copy -- morphed into the art of using what I call "power words". Sometimes these are verbs that convey action, sometimes they are nouns with shock value, sometimes a wicked phrase (or a twist on a cliche) that catches hold of the reader's mind and won't let go. Here is how I explain it: A power word is any word that carries its own emotional wallop. No one reads a good power word without having their heart beat a little faster, their mind explode with old memories, or at least some tiny part of their system taking notice. Take the word "humiliate". No one reads that word without having a visceral reaction to it. Everyone has suffered humiliation at some point. So, when I say in a headline that an old golfer, "70 pounds overweight and crippled with arthritis" routinely goes out and humiliates younger, cockier PGA professionals••• it creates some real drama, with a fascinating story already loaded into it.
Most of the following words are action verbs. Some pack a huge emotional wallop, while others just tickle your memory or senses. But none of them are boring and the Number One Rule of good copy is to never bore your reader. Take the word "walk", as in "he walked down the street". Nothing much going on with that word. Change walk to "waltz"... or "crawled"... or "minced"... or "scrambled"... and you create a definite image in the reader's mind. Even using afew well-chosen power words in your copy, here and there, will instantly increase your reader's interest. It's the cornerstone of great, compact, intense writing that compels. These words were pulled out of ads I wrote last year, with help from my friend, Scott Haines (a damn good copywriter in his own right). There is no order, no logic behind the listing. When you sense your copy is in a rut, read this for inspiration. And see if it doesn't shake things up.
White hot
Tap into
Urgent
Explosive
Stunningly vicious Firestorm
Insider information
Blast out of Controlled
Maim
Deep end of the pool
Silenced
Dominate
Crucial
Exploit
Unbelievably devastating
Heat up
Stun
Intensive care Actively engaged Mojo
Explosive power
Rip
Blitz
Take down
Brand spanking new
Secretive
Vulnerable
Forced
Wounded duck
Crammed
Blind-spot
Powerful
Ignored
Vicious Wickedly effective
Copyright John S. Carlton
Page 2
Kicked-in Wobbly Insight Superiority
Up close and personal
Shocked and amused
Elite
Total submission
Marked for death
Excruciating
Raw but ready
Neutralize
Blazingly obvious
Monster-sized
Glaring Tremendous Forgotten tactics
Crush Respect
Grab and run
Dazed Fear
Dragged kicking and screaming
Nightmarish Threat Inflict Street-tough
Untapped resource
Massive Afraid Bull charge
Quivering
Survive Lean and mean
Mega-valuable
Taste Surreal
Blood and guts
Instantly traumatizing
Ingenious
Shock
Confused
Blinding
Pain-rich
Immobilizing
Combat
Unexpected
Front-line trenches
Dark alley Jacked-up Nasty Bone-crunching Nerveshattering
Helpless Possession
Copyright John S. Carlton
Page 3
Attack
Lure Rocked
Amazing
Massive Slash
Infested Master's level savvy
Bandit
Easy-toimplement
Submission
Abandon
Confidential
Deadly Rage
Slaughter
Maximize
Tickle
Liability
Inflame
Legal loopholes
Cutting edge Quasi-legal Coax Confusing
Awesome Tease Blast
Almost overnight
Ridicule
Urgent
Slay Boost
Eat up your promised tax cut
Implode
Audit-proof
Dangerous
Crap out
Wealth
Obsolete
Ecstasy
Strategies
Heaven
Elite
Bribe
Brilliant
Reversed Incredible Limited Dominate Cured Astonish Freak out Killer Cold-cock Liar Bribe Jumps tart
Copyright John S. Carlton
Page 4
Bulldog tax attorneys
Avoid
Glitch
Demand
Certify
Secret
Deny
Scour
Protection racket
Discover Most respected names in tax law Mumbo-jumbo
Procedural traps
Victim
Tactics
Line your pocket
Arouse suspicion
Required knowledge Accumulate wealth Trap
Privy to insider information
Excuses Triggers Lop Virus
Brutal
Shelter Cash
Private
Bonanza Breakthrough
Plain English "Crack the code"
Genius Get around the rules
Permanently damaged Supercharge
Secret source
Wrong track Unexpected
Legal magic act
Thumbs up Bulletproof
Interest-free loan
Grab
Hidden tax
Gargantuan
Tools
Courtesy
Hands off
Voodoo Bloody Dirty tricks
Copyright John S. Carlton
Page 5
Routine
Every penny
Fund lavishly
Tax-proof
Steady flow of inside information
Penalty
Vast
No risk
Shrink
Smoothly
Strictly
Robbed
Touch
Make waves
Stuff
Generates
Gamble
Free money
Underestimate
Jackpot
Overlooked
Serious problems
Performs extra duties
Hidden assets
Secret weapon
Feast
Stop it cold
Most people miss out
Bump you into a higher bracket
Sock away Lucrative Deduct it anyway Cleverly disguised
Devours Penalties
Donate
Earmarked
Risky
Must-read
Shortcut
Twist
Instantly Pocket more money
Valuable
Out of luck Thanks but no thanks
Copyright John S. Carlton
Right off the top Double the usual amount Write-offs
Kick in Mutate Nightmare
Pleasure holiday Hidden fortune
Page 6
Sideline business
Simple fix
Honest loophole
Ignore Shrinks
Assume Luxury
Rake in
Unreasonable Dispose
Rare No way to lose Magic
Too good to be true Instantly valuable
Little-known Off the hook
What you'd otherwise miss out on
Skip
Collect immediately Year after year Directly affect you Back into your pocket
Transfer Defies common sense
Confession Unexpected Disgruntled
Advice Make it legally disappear Negligent Reckless
Secret deadline
Iron-clad
Negotiate
Generous
Sweetheart deal
Stronger
Psychological tactics
Disregard
Nothing comes close Bottom-line
Devastating Jumps up to the next level
Walk away from it
No hassle Nasty tax trap
Copyright John S. Carlton
Your fair share Savvy
Refuse to take any gruff
Astonishing
Page 7
Private Swiss account
Jaw-dropping power
Even if you later decide
Uncle Sam
The expert category
Extra expense
Ignores
Deluxe
Massage Certificate
Tax-friendly Muscle memory
Scrutiny
Zero taxes Confidence
Forced to settle
Forfeit Skill Cash-rich Honest-to-God
Shelter income Shrink
Advanced
Offshore Explode
Discover
Opportunity Research A fraction of what you owe
Keel haul Escape
Dodge
Boost
Neglect
Within the hour
Pack up and leave
Change your life Amazing Targets
Absolute Specific
Wire tap
Primal Figure out
Secret hit list
Pinpoint accuracy
Dirty tricks
Faster than you ever dreamed possible
Paper losses Beat the rap
Copyright John S. Carlton
Deepest wish Frustration Pure baloney Impatient
Page 8
Nonsense
Smack
Down and dirty
Clear away the fog
Impressive
Something scary
Bet
Seriously reconsider
Artistic grace
Materialize
Fool
Scenario
Learn the hard way
Examine
Homemade
Spraying shots
Kitchen table
Knocked out
Obliged
Keen
Blew my mind
Like a Rainbird sprinkler
Oblivious
Coming up through the ranks Best part Scientifically Tailored
Special opportunity
Pathetic Effective
Blab Shadow
Test drive
In the dark
Golfing heaven
Horrible mistake
Flirt with
Details
Amateur
Blunder
Allow
Lucky
Reveal
Leap
Frankly
Outsider
Territory
Ooze
T1='emendous
Believe
Miss the cut
Broken down
Ego
Pro tips
Nuance
Copyright John S. Carlton
Page 9
Accurate
Impossible
Share
Lazy
Muddle along
Dead broke
Suddenly
Stumble
Choose
Scared to death
General public
Boomtown
Civilians
Heart's content
Transform Forever Not pay a nickel
Hint Serious Bad feelings
Hollywood production
Understand Listen up Poured our hearts into it
Stunning Willing
At your own pace
Consistent Stress-free
Empty your wallet
Dying to know
Bend over backwards
Cartoon
Handle it
Authorized
Create
Insider contacts who know the ropes
Completely lacking in credibility
Know where the bodies are buried
The real thing
Scratch the surface
Butt ugly
Word of mouth
Local
Ripped off
Bird dog
Shell out
Eager
Demand
Throw-away techniques Heck +.
Copyright John S. Carlton
Zero risk
Page 10
Generous
Shrewd
Freak out
Put it on the table
Discontent
Hardcore
Thousand yard stare
Revealed
You snooze, you lose Add a tiny edge
Cheating
Respect and awe
Trash talk Odd
Battlehardened
Intimidation
First peek
Best on the planet
Sneak peek
Befuddlement Seeds of doubt Grow like a weed
Shockwaves Sneeze
Cool
So-called
Tactics
Closed door meeting
Lack of focus
Crush
Financial bodybag Obliterate
Money and pride on the line Ensure Shaking in fear Devour them alive
Stockpiled Wow
Gets in your face
Absolutely free
False confidence
Hot to trot
Fistfight
Try it out
Life-and-death
Lethal World stage
Roamed deep behind enemy lines
Connection
Eliminate
Stunning peek Perfectly legal
Copyright John S. Carlton
Page 11
Unrelenting
Sold out
Crippled
Victory
Reputation
Routinely
Hard ass
Crazed bulldog
Talent
Hidden secrets
Unhappy
Takes all the money
Confront
Sought-after Horrible
Say hungry
Opt in or out Striking
From scratch
Constant dread Tallied
Blood thirsty
Career suicide Bad day
Begged
Duped Bad hair day
Distinguished Commando
Locked up
Drill
Gain access through the back door
Completely new
Revelation
Obsolete
Chilling detail
Feel like a tiger Pocket an easy ten bucks Don't believe me Total fluke
Astonishing Inner circle
Total flake
Disarm Love Require Magically
Slave-ship seating
Just over the border Insane
Catch Batch
Copyright John S. Carlton
Thorny Share the wealth
In the mud and the blood and the beer
Page 12
Everybody and his brother
Right down the pipe
Deliver the goods
Shoot
Embarrass
Super-hot
Lying bastards
Humiliate
Smokin'
Lazy weasels
Awesome
Painless
October surprise
Head-shaking results
Original Eagerly
Stumble on
Check it out Corne clean
Cold cash
My own wallet
World-wide
Trouble
Earn without work
Totally convinced
Threatened
One-two punch
Six-pack abs
No sweat
Enrages
Exciting
Gouging
Fat ten spot
Insist
Kidnap
Cement his status Test drive Master it in a short afternoon Cold, hard facts A new fact of life Hurt
Endlessly
Forced Fact-check
Dares
Special Bailout
Fun
Allover the globe
Shoo in
Flown in
Knock
Raw rookies
Copyright John S. Carlton
Page 13
Broken
Too hip
Bored
Handicap
Ammunition
Fake it
Not normal
Solution
Rub it in
Not right
Major flaw
Shave off
Improve
Sensitive
Glamorous
Scoff
The end result
Scuff
Warm-up
Drive 'em insane
Mysterious
Boogie down
Biochemistry Speed read
Dramatically
Vast majority Gauge
Counterintuitive
Major trouble Stroke
Trust
Sink
Liar
Edge
Pure gutwrenching agony Miserable
Pit
Hint Tricks
Profuse
Price you pay Scoop
Broken
Wrong! Nail it
Fabulous
Face up to it Demolish
Get a grip
Get the yips
Proper
Pay the price
Killer
Humiliate your neighbors
Square
Copyright John S. Carlton
Complete mastery Off the wall Dares
Page 14
Flip
Beast
Years away
Natural
Humbled
Gorgeous
Judge
Prove it
Jaw-dropping
Skulled shots
Airborne
Nasty ailment
Pinch
Hidden power
Rank beginner
Punch
Launch
Lying bastards
Pounce
Howitzer shot
Struggling
Purr
Breathtaking
Parade
Desire
Smile so hard your cheeks hurt
Perfidy
Maximum
Cannot lose
Love
Refuse to believe
Sabotage
Private Reserve
Desire Pulling your leg
Empty
Witch
Outrageous
Power
Hunt it down
Arrogant
Intense
Experts
Rumor
Convince
God-forsaken
Blithering
Claim
Fortune
Sheer nonsense
Package Personally Time limit Dead solid perfect Can't be this easy Break some hearts
Copyright John S. Carlton
Page 15
Nano-second
Despite
Shut up
Prize money
Recent
Cocky
Gratifying
Hot to know
Shuffle your feet
Short work
Fraction Move up fast
Collect
It's all wrong Mindset
Cold water flat
Passion Relax Ultimate
Relish Blow it
Personal and confidential
Beer can Install Whack
Spoil the fun Looney-toons
Spoiled For your eyes only
Twisted Laser-like focus
Guts Catch his act Improvised
Skeptical
Cool as ice
Open mind
Walk away
Shattered Endured Trial run Monster
Nervy Calm as a sleeping puppy
Big boss man
Put your ass on the line Submission
Emergency Compact
Rhythm Hysterical Massive
Severe Dangerous
The Big Boys
In a blink Fringe
Pissed off
Copyright John S. Carlton
Page 16
Break out in a cold sweat
Settled down
Mumble
Determined
Screw
Knock
Legends
Money zone
Hinge
Recognize
Bank shot
Bit me on the ass
Money shot
Pirated Involved Exploited Lifethreatening Dark corner
Evidence Confront
Without fanfare or drama
Exclusive Stung Blow away
Avoid Wedge issue
Pull my leg
Big mistake
Of course you do
Tote
Grind it out Drain Flash
Ramble In the money
Subtract
Rely on it
Crucial
Disaster Sopping mess Burst
Grasp the importance
Drench
Injury Laughed at me
Finally figure it out
Create
Hotshot
Arrogant
Ruined Financially
Lazy
Zen master
Truth
Explain Patiently
Esoteric
Damn lies
Copyright John S. Carlton
Page 17
T.opple
Seduce
Rat poison
Shake
Reduce
Sly look
Rattle
Induce
Coy
Roll it on out
Blanch
Unbridled
Survive
Pitch black
Test run
Dank recesses
Advantage
Fanatic
Ruminate
Unfair advantage
Crazed
Pull your punch
Intent Butt-end of it Subterfuge
Ignoble Silenced forever
Siren song Butt ugly
Blew it big time
Specious
Forgotten hero
Heroes and villans
Deliver
Sad
Shuck and jive
Render
Oceans of it
Recoil
Asunder
Lumber
Reel from the shock
Burst
Slumber
Rubber neckers
Dream on, cowboy
Ready, fire, aim
Tornado
Sodden
White knight
And the horse you rode in on
Sulk
Skit
Loveless
Silky
Rustle
Copyright John S. Carlton
Page 18
Mysterious rider
Beatnik
Soothe
Bums and winos
Replenish
Lurid
Mock
Web of intrigue
Cheesy
Rake it in
Intrinsic
Ripe
Monsoon season
Odd behavior
Weathered
Bled dry
Missing link
Grainy
Notch
Fatality
Down and out
Jerk
Druids Cruel fate
Lopsided win God's wrath
Enable
Snail mail
Disable Genie in a bottle
Unfazed Descend Filthy lucre Render unto me
. Pandora's box Crunch time Lukewarm
Top notch Over-the-top Bleak
Sudsy Precious Foam
Dreary Languid
Flotsam and jetsam Bragging rights Brain cells
Liquid
Insufferable snobs
Limpid
Snooty
Loose as a goose
Caress Invest
Paisley
Fevered brow Sort out
Copyright John S. Carlton
Page 19
Lighten up
Neurotic
Massive
Genius
Wimps and weasels
Homage
Worry-wart
Ham it up Pyramid scheme Home team
Wrangle Dire
Bloke
Tangle Nonsense
Sneer
Tingle Purity
Pretend
Blissed out Drug den Snuggle
Profound Scamper
Put away on a shelf
Scrap metal
Credit Asinine
Disheveled
Knocked off
Zebra
Goof off
Ripped off
Zonked
Moron
Ticked off
Sleuth
Bitchin'
Show off
Wraith
Professional fame
Bleach
Barricades
Blind
Pander
Sour
Dandy
Wide as a city block
Esoteric
Snatch Scurry off Ditch 'em
Quaff Barf
Neurons Duck
Gangly
Burn out Ransom
Copyright John S. Carlton
Page 20
Errant
Yearn
Silly
Bruise
The honor is mine
Fungus
Contrary
Crank out the moolah
Transmutate
Unveiled
Bad karma
Gender-bender
Shadowy
Game but lame
Princely sum
Fumigate
Manicured details
Hug
Dunce Wrong juice
Ornate
Errant Sputter
Stymied
Irrefutable evidence
Squelch
Zinger
Numb
Abandon
Behind door number two
Jail break
Belittle
Manhandled
Cart off like pillaged goods
Gnarled
Ripping good yarn Duke it out
Drama queen Kooky Engineered without morals
Financial restraining order
Franchise player
Kill it, don't maim it
Shambles
Good enough to eat
Like a bad horror flick
Wrenched
Last chance
Under siege
X-ray vision
Investigate
Done
Lambaste Stupefy Mercy
Copyright John S. Carlton
Page 21
