Let's continue our journey in the amazing world of power words.
Remember in the last installment I used the phrase 'tax relief' as an example? It's pretty strong, right? But how do you like this one: 'tax revolt'? Well, it seems to be even stronger... Oh, wait a minute, I remembered something even stronger: 'tax heaven'!
What I'm trying to say is that not all power words have the same power. Some words are stronger, other are weaker. Now, this does not imply that you always have to pick the most powerful words. It's important to be appropriate.
Let me explain this. If a statement needs to be strong, for example if it's used as a headline, or a key point in your copy, then obviously you want the strongest words and phrases possible, like in the following headlines:
“Wage Your Own Personal Tax Revolt”
“Find Your Own Tax Heaven”
But in the rest of the copy you can use probably less powerful words, to create effective emotional undertones. Because if your sales message is going to consist of nothing but extremely strong words that capture reader's attention and evoke emotions, then you wouldn't be able to make the proper emphasis on the key points, and the copy would just get too salesy and totally boring.
The first place to use the strongest of power words is, of course, the headline since the headline should capture attention and trigger interest. A headline can make or break your sales letter. If readers don’t get past the headline, they never read the rest of your copy. So headlines are the first place to use power words.
Here's a good example of a headline using loaded language. It's a very strong statement:
“Local Businessman Swears Under Oath He Did Not Steal Any Of The Furniture He Is Selling So Cheaply!”
“Modern Day King Tut Furnishes Bizarre Backyard Burial Tomb With Kacey Fine Furniture -- "I Want Only The Best," He Explains, "Because You Can Take It With You!"
Here's one more:
“Linen Napkin Luxury At A Paper Napkin Price”
The headline of a sales message is a very important factor that influences the response rate. That's why it's very important to make the headlines brilliant, and pick only the most appropriate and strong power words.
Another place where power words get used heavily is in sub-headlines. While the main headline of a sales message serves as it's title, sub-headlines do the job of sub-titles of individual chapters. Sub-headlines are very important for making the copy flow better, and putting emphasis on proper things. That's why choosing the right power words for sub-headlines is important.
If you're using bullet-points in your copy, then you should consider utilizing power words here too.
Lastly, power word are good for the P. S. -- it generally you should restate the headline or the offer, because some people first read the signature block to figure out who's the sender, so they see the P. S. and it should be just as strong as the headline. For example:
“P. S. And don't forget: I Swear Under Oath I Did Not Steal Any Of The Furniture I'm Selling So Cheaply!”
OK I hope it makes sense. Now I'd like to talk about why actually power words work... but wait, I think it's enough for today. I'll talk about that later.
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