The Big Book of Words That Sell Read online

  To Michael Campbell

  Copyright © 2019 by Robert W. Bly

  All rights reserved. No part of this book may be reproduced in any manner without the express written consent of the publisher, except in the case of brief excerpts in critical reviews or articles. All inquiries should be addressed to Skyhorse Publishing, 307 West 36th Street, 11th Floor, New York, NY 10018.

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  Library of Congress Cataloging-in-Publication Data is available on file.

  Cover design by Qualcom Designs

  ISBN: 978-1-5107-4175-1

  Ebook ISBN: 978-1-5107-4176-8

  Printed in the United States of America

  Acknowledgments

  I want to thank my literary agent, Bob Diforio, for his usual fine work in finding a home for this book. Thanks also to my editor, Michael Campbell, for his extraordinary gift of time and patience enabling me to write what turned out to be a much more difficult book than I originally anticipated—thanks to his sharp editing, a much better book, too.

  In addition, I owe a debt of gratitude to the dozens of copywriters, salespeople, entrepreneurs, speakers, writers, advertising agencies, and marketers whose most potent persuasive phrases made their way into this book. I can’t name them all, but you know who you are, folks.

  “A good advertisement is one which sells the product without drawing attention to itself. It should rivet the reader’s attention on the product. It is the professional duty of the advertising agent to conceal his artifice.”

  —David Ogilvy, Confessions of an Advertising Man

  Table of Contents

  Introduction

  I. Targeting and Engaging Audiences

  1. Identify Your Target Market

  2. Trigger a Receptive Attitude

  3. Lure the Prospect into the Copy

  4. State an Analogy

  5. Arouse Curiosity

  6. Move Readers Emotionally

  a. Stroke the Reader’s Ego

  7. Marketing to Businesses

  II. Grab Attention

  1. Announce Something New

  a. Highlighting First-to-Market Status

  b. Emphasize Innovation

  2. Give the Reader News

  3. Convey a Sense of Urgency

  a. Enhance the Deal

  b. Date Motivators

  c. Be an Early Adopter

  4. Warnings and Alert

  5. Unusual, Out of the Ordinary

  III. Create a Perception of Superior Value

  a. Stand-alone Value Keywords

  b. Associative Value Keywords

  c. Comparative Value Keywords

  d. Adjectives and Phrases for Quality

  e. Adjectives for Attractive Appearance

  f. Quantity as Value

  g. Cost Benefits

  1. Stress Savings and Selection

  2. Extend a Special Offer

  a. Cost Reduction

  b. Ease of Purchase

  c. Value Multiplier

  d. Reduced Customer Risk

  e. Company Repuation

  3. Capabilities

  IV. Underscore Product’s Advantages

  1. Identify the Applications

  2. Document Key Features

  3. Highlight Special Features

  4. Underscore Product Advantages

  5. Stress That Product Is Quick and Easy to Use

  6. Stress Customer Service and Support

  7. Stress Convenience

  8. Stress Safety

  9. Stress Performance

  V. Give Proof of Effectiveness

  1. Convince Others to Accept Claims

  a. Organizational Approval

  b. Certifications

  c. Measure vs. Previous Iterations

  2. Disarm Skepticism

  a. Talk Frankly

  b. Monetary Guarantee

  c. Testimonials

  d. Keywords to Engage Customer Trust

  3. Negate Objections

  4. Educate the Consumer

  a. Convey New Information

  b. Correct Misconceptions

  c. Guides and Reports

  5. Provide Proof

  6. Verify Performance

  7. Create Confidence in Your Company or Brand

  VI. Convert Call to Actions into Sales Revenue

  1. Generate Leads

  a. Effective Imperative Keywords

  b. Offering Autonomy to Customer

  2. Get People to Say Yes

  a. Rhetorical Questions and Statements

  b. Appeal to Customer Desires

  3. Thank Prospects for Replying or Buying

  Appendices

  Appendix I: The Discovery Process

  Appendix II: The Eight Fundamental Steps of Persuasive Writing

  Appendix III: The Copyediting Checklist

  Appendix IV: The Unique Selling Proposition

  Appendix V: The BDF Formula

  Appendix VI: The Secret of the 4 U’s

  Appendix VII: Writing Copy: Where Do You Start?

  Appendix VIII: Ten Options for Illustrating Your Promotions

  Appendix: IX: How to Create Irresistible Offers

  Sources And Resources

  About the Author

  Introduction

  The rise of the web has created an increased demand for people who can persuade others with words. Selling on the Internet is steadily approaching a trillion-dollar market; in 2017, global e-commerce revenues were $360 billion. And that doesn’t include all the other selling that takes place every day, both online and offline—from infomercials offering ab machines to car salespeople trying to sell more autos, and even Jehovah’s Witnesses persuading people to join their religion by going door to door. The New York Times reports that the average city dweller sees up to 5,000 ad messages per day, as amazing as that sounds. In 2017, U.S. businesses spent $197 billion on advertising.

  What are the secrets to persuading others in print, on the screen, or in person using words? One of the most potent is the use of the trigger words and phrases that motivate people, command attention, and persuade them to buy your product or service. As an old radio commercial for a mail-order vocabulary course once noted: “People judge you by the words you use.” Eventually, everybody has access to the same technology. So once everyone’s technologically up-to-date, the one thing remaining that separates your marketing campaign from your competitors’ is the words you use.

  The Big Book of Words That Sell is your guide to many of the world’s most persuasive words and phrases—words that can affect how readers or listeners think, feel, and act—and influence what they believe and do. After reading this book, you will be able to:

  • Sell virtually any product or service.

  • Convince people to agree with your point of view.

  • Select just the right words for every marketing campaign.

  • Transform tepid writing into sparkling and persuasive prose.

  • Improve click-throughs, conversions rates, and other performance metrics.

  • Find ready-to-use phrases and sentences that fit your ad perfectly.

  • Use language that has been proven to sell.

/>   • Choose the right keywords and keyword phrases.

  The format is simple. The book has hundreds of entries organized by category as shown in the table of contents. The words and phrases are grouped in chapters according to application, e.g., words that create a sense of urgency, words that announce a new product, or ones that grab the reader’s attention. Each entry is a persuasive word or phrase in boldface, followed by an example, in italics, of its use. Many of the examples are from actual ads, websites, and other copy and content, both digital and offline. Each section has a short introduction explaining the theme or concept the words in the section are used to communicate, or the communications goal their use aims to achieve.

  The book serves several audiences, and because you are reading it, I am guessing you fall into one or more of the following categories:

  • Selling products and services on the Internet has become the biggest entrepreneurial business opportunity of the 21st century. Therefore, the book has wide appeal to online entrepreneurs, of which GreatMailingLists.com estimates there are 18.5 million nationwide. And half of all ad spend today is digital.1

  • The book is also ideal for aspiring Internet marketing entrepreneurs as well as those who already have an online business but want to increase their sales. SmallBusinessBible.org reports that the Internet today is a huge marketplace with over a billion visitors going online every day, and that according to research surveys conducted, there are millions of businesses and stores online with literally hundreds of thousands of web pages—a large number of which require persuasive writing.

  • The book is also a valuable resource for those who sell for a living: sales managers, professional sales representatives, ad agencies, PR firms, copywriters, content writers, public relations professionals, marketing managers, brand managers, product managers, account executives, telemarketers, and multilevel marketers. Advertising and marketing professionals as well as salespeople are held accountable for results today, and these tested words and phrases can help make your numbers better and produce more sales and profits.

  • In addition, virtually every small business sells a product or service. The book will give these business owners and managers the vocabulary they need for more effective marketing, selling, and communication.

  • Even if you are not by profession in sales or marketing, you may find The Big Book of Words That Sell interesting—even helpful. There are endless situations that require persuasion but have nothing to do with marketing, advertising, or selling a product or service—everything from getting more members to attend your monthly club meetings to asking your landlord not to raise the rent.

  A Few More Words about the Words in This Book

  You may notice that almost all of the words and phrases in this book are short, simple, and easy to understand. Plain English. Not highfalutin language. That’s deliberate. And here’s why.

  Copywriters and other writers long ago discovered that most adults read at the level of elementary school students. Today, English skills, literacy, and the reading skills of your prospects are, if anything, declining rather than improving.

  There are many reasons. I won’t go into most of them here. But obviously, the web has trained people to read increasingly shorter and simpler text. Getting through and comprehending a 200-page book requires greater thought and attention span than reading a 200-word blog post.

  We know from long experience that for our copy to work, it has to be understood. In fact, Ralph Waldo Emerson said it is not enough to write to be understood; you have to write so clearly and simply that your readers cannot possibly misunderstand you. And that is not always easy to achieve. As Terry C. Smith, former communications manager at Westinghouse has noted, “Easy reading is hard writing.”

  Years ago, I interviewed the CEO of a large advertising agency to gather information for a book I was writing on careers in advertising and other industries. In the course of our conversation, this CEO complained to me of the lack of basic writing skills in the young people who sought employment with his agency.

  “We get people who have college degrees,” he said, “and they can’t write an English sentence.”

  Functional illiteracy is nothing new, but among advertising people? I was skeptical until I turned on the television that evening and heard a commercial describing a new television series as “the most unique show of the season.” This seems a strange claim to make, since unique means “one of a kind,” and it is therefore impossible for anything to be the most unique. Or very unique, or quite unique, or somewhat unique, or even, as one advertising executive used the phrase modestly, a little unique. Yes, when selling, there are times when deliberate redundancy works well. But to break the rules with good effect, you have to know the rules first. And many people don’t. That’s a problem this book aims to help correct for you.

  TV is not the only advertising medium guilty of turning advertising copy into what E.B. White, coauthor of The Elements of Style, called “the language of mutilation.” A Detroit automobile manufacturer once based an ad campaign around the theme “new innovations”—which may lead one to believe that there can be such a thing as an old innovation. Again, you can use “new innovations” and be deliberately redundant in sales and marketing writing. The key is to do it sparingly and know when it is appropriate to do so.

  One of my clients, normally an articulate and intelligent marketer, changed some ad copy I had written for one of their products, a wire splint that helps keep loose teeth in place. The advertiser decided that what the product really did was “to stabilize mobile dentition.”

  Dentition is what you brush with Crest. And if someone should punch you in the dentition, my client believes that the dentition may become mobile, rather than merely loose. (If they fall out, the dentition fairy may deposit some “monetary compensation” under your pillow.)

  “I’m chagrined at the decline in the writing skills of college graduates,” Hugh Farrell, then president of Hammond Farrell, Inc., a New York business-to-business advertising agency, told me in another interview for my book. “Roughly half of the cover letters accompanying résumés that cross my desk contain errors, and I don’t think that was true fifteen years ago. And good writing is important, even with account people. If a person can’t write a lucid, clear, correct report, he or she shouldn’t be in this business.”

  Jargon, double-talk, and weak, watered-down prose proliferate in copy and content but perhaps are nowhere more prevalent than in business-to-business marketing. A brochure for a storage silo informs us that material is “gravimetrically conveyed”—not dumped. Sony’s advertisement for my pocket minicassette recorder explains that my device captured Burt Manning’s grievance so perfectly because “a counter-inertial flywheel keeps the tape speed constant.”

  True perhaps, but did I really need to know this? And, of course, every system, product, and service now sold to business is said to be “cost-effective” or provide a lower “total cost of ownership.” How refreshing it would be to read of a product that was inexpensive, low in price, or just plain cheap!

  I’ve always maintained that good writing is clear and conversational . . . but there are many marketers who apparently disagree. For instance, here’s an excerpt from a brochure promoting a business conference on Buying and Selling eContent:

  Instead of building universal, definitive taxonomies, information architects are finding there is a tremendous benefit to creating un-taxonomized miscellaneous pools of enriched data objects so that users can sort and organize to suit their own peculiar needs . . . [resulting in] information systems that are far more contextualized.

  I call this example “What did he say?” It’s pretentious, laden with jargon, and it’s not how people talk. My fellow copywriter Steve Slaunwhite comments: “This is a case of trying to impress, rather than express. The problem is, it does neither.”

  Certainly, such obfuscation has not always been embraced by English-speaking people. Winston Churchill, faced with Hitle
r’s armed forces, said to Americans, “Give us the tools and we will do the job.” He did not say: “Aid our organization in the procurement of the necessary equipment and we will in turn implement the program to accomplish its planned objectives.”

  Socialist Susan Brownmiller described jargon as “language more complex than the idea it serves to communicate.” Sy Sperling, founder of The Hair Club for Men, says simple ideas are the best ideas—and that goes for communicating ideas in writing, too.

  Happily, academia has now recognized the problem and is working toward a solution. Forbes reports that undergraduate engineering students at MIT will be required to take a course in English composition. The New York Times notes that the number of writing courses at colleges throughout the nation is now on the rise—and that American corporations are now spending more than $3 billion a year teaching employees how to write clearly.

  As a result of improved education, the next generation of college graduates should be able to write sales letters and reports that buyers and managers can understand. Meanwhile, those of us who may never see the inside of a classroom again would do well to heed this bit of advice from E.B. White: “When you have said something, make sure you have said it. The chances of your having said it are only fair.”

  This book gives you a wide range of short, simple words and phrases that can help you get your message across, gain the prospect’s attention, and get him or her interested in what you are selling and ultimately buy it—whether it’s a new digital watch to a consumer or a business idea to your client.

  One other thing: some words appear multiple times in the book and in more than one section, because the words have multiple applications. For instance, the word “why” can be used to introduce a list of product benefits, e.g., “7 reasons why TV commercial directors prefer Unilux strobe lighting.” In another phrasing, “why” can explain an idea, fact, opinion, or concept to the reader, e.g., “Why every man hopes his first child will be a boy.”

  I do have one favor to ask: if you have a favorite selling phrase, why not send it to me so I can share it with readers of the next edition of this book? You can email me at [email protected]. I welcome your contributions and feedback. Thanks!