A M~Y~ett~ Rebel s-peet~l Report 0&1\,,,,,,, POWER WO S A MQ ylutt~ RebeL s-pec(,QL Report ov\,... POWER I've had a couple of revelations in my career that have instantly improved my ability to write killer copy. The was to the insider secrets of world-class salesmanship, and translate those shrewd printed a story I learned to write a convenational manner - not like some starched-up used grammar and fancy twenty-five cent words the Then great "Elements of Style" by Strunk and White), I to abandon "",,1'Iu_ in my writing,.. to use "amon verbs" that single-handedly told by themselves. This last discovery - using action to pump up my copy - morphed into the art of using what I call "power words". Sometimes these are verbs that convey actio~ sometimes they are nouns with shock value. sometimes a cliche) that catches hold of the reader's and won't let go. phrase (or a twist on a Here is how I explain it: power word is any word that carries its own emotional wallop. No one reads a good power word without having their heart beat a mind explode with old memories, or at some tiny of their little faster, "vd~......... taking Take the word "humiliate", No one that word without having a visceral reaction to Everyone has humiliation at some point. So, when I in a headline that an old golfer, pounds overweight and crippled with arthritis" routinely goes out and humiliates younger, PGA it drama, with a story already loaded into it creates some 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 or good ~opy 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 Rip Blitz Take down Brand spanking new Secretive Vulnerable Forced Wounded duck Crammed Blind-spot Powerful Ignored Explosive power Vicious Wickedly effective Copyright John S. Carlton Page 2 Up ose and personal cked-in Wobbly ight ite Shocked and amused Total submission ority Glaring Raw but ready Neutralize azingly obvious Monster-siz Tremendous rgotten ics t Crush Respect Dazed and run Nightmari Dragged kicking and screaming Threat Inflict Street-tough Untapped resource Massive Afraid Bull charge Quivering Survive Lean and mean Mega-valuable Taste Surreal Blood and s stantly traumatiz Ingenious Shock Confused Blinding Pain-ri Immobiliz Combat Unexpected Front-l trenches Dark alley Jacked-up Nasty BoneNerveshattering Helpless Possess Copyright John Carlton Page 3 Attack Mass Rocked 81 Amazing In Master's level savvy UJ..IllL.L S s ion sy-toimpl t Abandon Deadly Rage fident Maximize 8 ckle lity cutting Inflame Quasi-l 1 Legal loopholes Awesome Tease s B I Urgent Limited Sl Dominate Eat promi your t f Boost Cured Implode Astoni rous Crap out out Db Wealth ller y es Cold-cock Heaven El IIi Bribe Jumps Copyright John S. Carlton Page 4 itch Avoid Bulldog ify Demand scover Deny Sec Most re names in Scour Mumbo-jumbo traps knowledge Victim Tactics Line your pocket Arouse suspicion Accumul Trap Excuses rs rus Shel Cash e za Breakthrough Gen i "Crack the code" Get rules Supercharge Secret source Wrong track Unexpected Legal magic act Thumbs up 1 loan Voodoo Grab oody Gargantuan Tools Courte Hands off rty Copyright John Carlton PageS 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 Mutate Nightmare Thanks but no thanks Copyright John S. Carlton Right off the top Double the usual amount Write-offs Kick in Pleasure holiday Hidden fortune Page 6 Simple f ss Honest loophole Ignore sume Shrinks Luxury Rake in Di se good No way lose y true after c year I valuable Little-known hook f What you'd otherwise miss out on Directly affect you Back into your Skip Trans De scammon sense Can ss Advice deadline Iron-cl Negoti Generous Swee Stronger Make lly dis igent ss Psychologi ics Nothing comes e Disregard 1 t Walk away from it hass ty tax Copyright John S. Carlton Your share Savvy fuse to ta any gruff Astonishing Page 7 luxe Swiss Even if you de Jaw-dropping power Uncle Sam category Extra expense Ignores Massage Ce ficate Tax-friendly Muscle memory Scrut taxes f to S 11 ch Ca Honest r Advanced Offshore Explode Opportunity Discover search A ion of what you owe Dodge Keel haul Escape Change your life Boo Within up leave zing Targets olute fic Wire tap gure Pinpoint accuracy list Di tri losses Beat Copyright John S. Carlton ster you ever dreamed sible Deepest wish Frus on baloney Impatient PageS Outsider y Ooze Bel cut 55 down t 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 Stunning Willing Understand Listen up Poured our hearts into it 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 s Put it on You snooze, you lose Shrewd Freak out Discontent Hardcore Thousand yard stare Reveal spect and awe Cheating Add a edge talk T Odd lerdened fuddlement ion r k of doubt Best on k k Grow like a weed Shockwaves ze So-cal Cool d Closed meeting Tact bodybag Lack of focus Crush ObI Money and on the line stockpi Wow Ensure Absolutely False confidence Hot to Fi s in your Shaking in Try Devour ive Stunning out k World stage ion Copyright John S. Carlton fight -and-death Roamed deep enemy lines Eliminate Page 11 Unrelenting ed So ion ly Rout ed bulldog Unhappy ent Takes all the money Sought-a or king dread Talli r sui de Bad r Locked like a n access through the k door tiger an easy ten bucks 1 ' t believe Chilling me 1 tonishing Inner Disarm ake Love Require S ly s ship ing Just over border Insane Thorny Share Copyright John S. Carlton In the mud and ood and 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 Profuse Price you pay Broken Wrong! Tricks Scoop 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-forsake n 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 spite Shut up Cocky ze money ifying Hot to know Shuf your on work Move up fast Colle It's all wrong Minds Cold s r f Relax Ultimate Personal and confidential Reli Blow it Beer can fun toons s 1 Whack Spoiled For your only s Twi Guts i Catch his act Improvised Skepti Cool as ice Shat mind Walk Endured run Monster Nervy Calm as a sleep puppy boss man on Submission Emergency Rhythm Massive re Dangerous The Big Boys s In a off Copyright John S. Carlton Page 16 down 1 a Ie sweat e ned Screw Pi Knock Legends I zone ze ening Hinge k shot B me on the ass ney shot corner nce front Without ive or Avoid issue it out 1 my leg Big mistake course you e a In money ct lyon al ng mess the importance nch I ly figure out me ere e i y ly r Es ric Damn lies ly Copyright John S. Carlton Page 17 Seduce Rat poison Reduce Sly look Rattle Induce Coy Roll it on out Blanch Unbridled Survive Pitch black Dank recesses Advantage Fanatic Ruminate Unfair advantage Cra Pull your punch st run Intent Butt-end of it Subterfuge Ignoble Siren song Silenced Butt ugly Blew it big time Spe Forgotten ous Heroes and villans Deliver Shuck and jive Render Reco Asunder Lumber I from the shock Burst Slumber Sad s Rubber ne Ready, fire, aim Silky Copyright John S. Carlton on, cowboy Tornado White knight k it S t And the horse you rode on ss tIe 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 Pandora's box Render unto me Crunch time Lukewarm Top notch Over-the-top Sudsy Bleak 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 ic Lighten up ssive Wimps and weasels Genius up Ham Wor Pyramid s Home re Bloke Nonsense Tingle r Purity Pretend Blissed out Drug den Snuggle Scamper s away on a If Di led Goof a Scrap Knocked a Zebra Ripped off Zonked Moron off tchin' Show a ss Sl Wraith s Ba ind Pander ch Sour Dandy Wide as a city block Esote Scurry off Ditch 'em c Quaff f Neurons Duck out sam Copyright John S. Carlton Page 20 The honor is mine Silly Bruise Fungus Cont e Gender-bender Crank out moolah led Shadowy Princely sum Hug Bad karma Game e lame cured det Is Dunce Wrong j e Irrefut evidence Errant ter Stymied Squel Zinger ce e Numb number two 1 b Belittle Ripping good Manhandled like goods led Duke it Drama queen Kooky Lambaste Stupefy Franchise player Kill it, don't maim it Good enough to eat Like a bad fli rcy Shambles Wrenched vision Copyright John S. Carlton st Investi ce Under siege Done Page 21
