word power: 11 techniques for writing more persuasive copy
TRANSCRIPT
Word Power 11 Techniques for Writing More Persuasive Copy
11 Word Power Words
1 Relate 2 Qualify 3 Amplify 4 Specify 5 Simplify 6 Entertain
7 Engage 8 Activate 9 Prove 10 Pacify 11 Direct
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Relate
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Relate
Who cares? Where’s it hurt? What’s the dream? When will this matter most? Where does this buyer seek answers? Whom does she trust? What are their questions? What are people saying? Why wouldn’t they buy? How does he do things now?
“Develop pathological empathy for your customer.
~_- Ann Handley
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Pain?
Relate @feldmancreative
Reality.
Relate @feldmancreative
Qualify
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When you turn some people off, you turn some people on.
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Qualify
This ain’t for you. “It’s too spicy.”
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Qualify
Exclusivity. Only open this if you want to be a
great writer.
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Qualify
Got this problem? Still using
spreadsheets?
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Amplify
Amplify
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Amplify
Feeling you.
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Troubles?
Amplify @feldmancreative
Specify
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Specify
Credentials.
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Facts. Stats. Research.
Specify @feldmancreative
Get this, not that.
Specify @feldmancreative
Simplify
Simplify
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Simplify
Speed.
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Simplify
Ease.
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Entertain
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You can’t bore people into buying.
~_
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Entertain
Humor.
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Entertain
People. Stories.
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Entertain
Analogies. Metaphors.
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Engage
Engage
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Engage
Question. Connect.
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Engage
Curiosity gap.
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Engage
Focus on you.
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Engage
Fight for a cause.
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Ac0vate
Activate
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Actions speak louder than words, but words inspire action.
~_
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Activate
Verbs rule.
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Activate
Guide.
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Prove
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Prove
Numbers.
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Prove
(Believable) testimonials.
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Pacify
Pacify
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Pacify
Overcome objections.
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Pacify
You don’t need...
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Direct
Direct
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Here, now.
Direct #ConvCon
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Word Power
1 Relate 2 Qualify 3 Amplify 4 Specify 5 Simplify 6 Entertain
7 Engage 8 Activate 9 Prove 10 Pacify 11 Direct
@feldmancreative
Ask yourself…
• Are you feeling your reader? • Did I qualify her? • Is the problem clear? • Was I specific enough to be believable? • Could I make it easier to understand? • Will this keep him interested? • Did I touch her? • Is there action here? • Have I won his trust? • Did I overcome her fears? • Did I tell my prospect what to do?
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Wo
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