How to Advertising, The 10 Most Powerful Words You Can Use

Researchers at Yale University tested a whole bunch of words to find which ones were more likely to influence prospects to buy. They identified 12 Power Words—and here they are: The 12 Most Powerful Words You Can Use in an Advertisement • Discovery • Easy • Guarantee • Health • Love • Money • New • Proven • Results • Safety • Save • You Try to incorporate as many of these words as possible, not only in your headline, but also in the body copy. Note in the following headline I managed to use all 12 words: “New Discovery Provides You Not Only With a Proven Way to Make Money, but a Safe and Easy Way to Save Money! Results Guaranteed! You’ll Love it!" I find it interesting to note that even though FREE is a very powerful word, it was not included. This is because FREE is designed to attract people who want something for nothing. Advertisers are more interested in people who are already in the market and specifically looking to buy the things that will satisfy their immediate needs.

Instructions

Difficulty: Easy

1. The headline is the most important part of the advertisement. If it doesn't grab the reader's attention in the first five seconds, they are
   unlikely to read the body copy. And, if they don't read the body copy,
   the money you paid for the advertisement will be totally wasted.
2. Do not, as so many advertisers do, put your name and/or your photograph, or the name of your company as the headline. Nobody cares overmuch about you or your company. All the potential customer wants to know is, "What's In This For Me?"
3. The promise of a Big Benefit is the Soul of the Advertisement.
   
   For example, if the headline was, "New Discovery Helps Arthritis Sufferers," the body copy should immediately list all the BENEFITS,
   and preferable as a list of semi-bold bulleted sub-headlines.

Tips & Warnings

• The fact that the product is made in Switzerland in a germ-free laboratory
• is an interesting FEATURE. But, what you have to remember, is that Features
• TELL whereas Benefits SELL.
• Not only do you have to ask for the sale, you have to tell the prospect how to order, and, make it very easy for him or her to do so.