Words that Sell, Revised and Expanded Edition The Thesaurus to Help You Promote Your Products, Services, and Ideas

by Bayan, Richard

• ISBN13: 9780071467858
• ISBN10: 0071467858
• Edition: 2nd
• Format: Paperback
• Copyright: 2006-04-05
• Publisher: McGraw Hill

Summary

More than 6,000 words and phrases that make the difference between "yadda-yadda-yadda" and copy that sells Looking for a better way to say "authentic?"Words That Sellgives you 57 alternatives. How about "appealing?" Take your pick from 76 synonyms. You'll even find more than 100 variations on "exciting." Fully updated and expanded, this edition of the copywriting classic is packed with inspiration-on-demand for busy professionals who need to win customers--by mail, online, or in person. More than 75 lists of powerful and persuasive words and phrases, including 21 new lists for this edition Cross-referencing of categories to jump-start creative thinking A crash course in basic copywriting techniques Helpful lists of commonly misspelled words, confusing words, pretentious phrases to avoid, and more Roget'sis fine for writing term papers and letters to the editor, but when it comes to the business of writing copy that translates into sales, there is no substitute forWords That Sell.

Author Biography

Richard Bayan is a freelance writer who spent more than two decades as an award-winning advertising copywriter and copy chief.

Table of Contents

Preface/Acknowledgments	ix
Introduction to the Second Edition	xi
How to Use This Book	xv
A Crash Course in Copywriting	xvii
Categories of Copy	xxi
Part 1 Grabbers
Teasers	3	(2)
Free/Prize	5	(1)
Sale/Discount	6	(1)
Trial Offer/No Obligation	7	(1)
Heads and Slogans	8	(2)
Salutations and Invitations	10	(1)
Opening with a Question	11	(1)
Opening with a Statement	12	(1)
Opening with a Challenge	13	(1)
Snappy Transitions	14	(2)
All-Purpose Grabbers	16	(3)
Part 2 Descriptions and Benefits
Appealing	19	(1)
Authentic	20	(1)
Belonging/Membership	21	(1)
Big/Many	22	(2)
Choice/Control	24	(1)
Comfortable	25	(1)
Competitive	26	(1)
Complete/Thorough	27	(1)
Convenient	28	(2)
Distinguished/Status	30	(2)
Durable/Solid	32	(1)
Easy	33	(1)
Exciting/Stimulating	34	(2)
Experienced/Expert	36	(2)
Fabulous	38	(1)
Fast	39	(1)
Fresh/Wholesome	40	(1)
Fun/Cheerful	41	(1)
Gift	42	(1)
Good-Looking	43	(2)
Healthful	45	(1)
Honest	46	(1)
Improved	47	(1)
Indispensable	48	(1)
Informative	49	(1)
Luxurious	50	(1)
Made	51	(1)
Money-Making	52	(1)
Money-Saving	53	(2)
New/Advanced	55	(2)
Plain/Natural	57	(1)
Pleasure/Satisfaction	58	(1)
Popular	59	(1)
Powerful	60	(2)
Reliable	62	(1)
Results/Performance	63	(2)
Romantic	65	(1)
Security/Peace of Mind	66	(1)
Self-Improvement	67	(2)
Sensory Qualities	69	(3)
Service/Help	72	(2)
Sexy	74	(2)
Small/Less	76	(1)
Sophisticated/Smart	77	(1)
Stylish	78	(2)
Suitable	80	(1)
Superior	81	(1)
Timely	82	(1)
Traditional/Classic	83	(1)
Unusual	84	(1)
Useful/Practical	85	(1)
Valuable	86	(3)
Part 3 Clinchers
Persuading Your Audience	89	(2)
Minimizing Risk	91	(1)
The Moment of Decision	92	(1)
The Call to Action	93	(2)
The P.S.	95	(1)
The Lift Note	96	(1)
Guarantees	97	(1)
Order Information	98	(2)
Following Through	100	(3)
Part 4 Special Strategies
Enhancing Your Company's Image	103	(2)
Justifying a High Price	105	(1)
Knocking the Competition	106	(2)
Using Demographics to Impress	108	(1)
Flattering the Reader	109	(2)
Selling Yourself: Personal Traits	111	(2)
Selling Yourself: Achievements	113	(2)
Selling Your Ideas	115	(16)
Appendix
``Puffspeak''---And Its Alternative	117	(2)
Wordy Expressions	119	(2)
Commonly Misspelled Words	121	(5)
Commonly Confused Words	126	(2)
Further Reading	128	(3)
Key Word Index	131