PowerWords_fullcover 3/29/06 3:08 PM Page 1 striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nag- ging erratic spiritual cocky tenacity congenial titillating risqué haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create dramatize enhance POWER erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organizePOWER oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious genuine dour grip- ping magnetic nagging erratic spiritual cocky tenacity congenial titillating risqué haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create dramatize enhance erase finagleExpert find finesse generate advice inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse save shake strategize sur- pass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious genuine dour grippingon magnetic writing nagging erratic copy spiritual that cocky tenacitysells congenial! titillating risqué haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify com- mit craft createIn today’sdramatize fast-paced enhance market, erase you havefinagle approximately find finesse three generate seconds to inspire grab—and interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleakSALES rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic keep—a buyer’s attention. Power Sales Words is the only reference you need to help SALES POWER conscientiousyou genuine write attention-grabbing dour gripping andmagnetic powerful nagging headlines. erratic spiritual cocky tenacity congenial titillatingPOWER risqué haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commitWhether craft you’re create an advertising dramatize copywriter, enhance an account erase executive, finagle marketingfind finesse director, generate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse save shakeeditor, strategizepublicist, salesperson, surpass job trump hunter tweeze or entrepreneur, unveil winPower zoom Sales strikingWords will appalling help deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstaticyou hook conscientious your target immediately. genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risqué haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit✓ How-to craft advice create on writing dramatize copy enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse save shake✓ Hundreds nip striking of lists appalling of essential deadly sales words manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic✓ naggingDozens of erraticattention-grabbing spiritual headlinescocky tenacity congenial titillating risqué haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify com- WORDS mit craft create dramatize enhance✓ Questions erase that finagle get your find target’s finesse attention generate inspire interrogate interruptWORDS jumpSALES lead motivate nip organize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jadedSALES disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientiousPacked genuine full of dour synonyms gripping guaranteed magnetic to solve nagging any word problemerratic and spiritual creative cockyphrases thattenacity congenial titillating risqué haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commitwill make craft an impact, create Power dramatize Sales Words enhance is a must-have erase shelf finagle reference find for finesse all writers. generate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled Vicky Oliver, author of 301 Smart Answers to Tough Interview Questions, is an award- crotchety ecstatic conscientiouswinning advertising genuine copywriter dour from Manhattan. gripping She magnetic has crafted TV, naggingprint and radio erratic campaigns spiritual cocky tenacityWORDS congenial titillating risqué haughty enduring svelte poignant eccentric rich achieve for every product imaginable (except men’s briefs). Ms. Oliver’s articles have appeared in WORDS aspire challenge chop Adweekclarifymagazine commit and oncraft Crain’s create New York dramatize Business website. enhance Her advice erasewas featured finagle in the find finesse generate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse saveNew York shake Times Jobstrategize Market section surpass and she has trump been interviewed tweeze on unveil more than win 50 nationalzoom striking appalling deadly manicHow inspired to bleak rigidWrite jaded disastrous It, Say exhilarating It, captivating and outstanding radio programs. wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risqué haughty enduring svelte poignant eccentric Sales/Marketing $14.95 U.S./$20.95 CAN ISBN-13: 978-1-4022-0650-4 rich achieve aspire challenge chop clarify commit craft createISBN-10: dramatize 1-4022-0650-X enhance erase finagleOLIVER find finesse generate inspireSell interrogate It interruptwith jumpSizzle lead motivate nip organize oversee pepper pinch plan raise rally rouse save shake strategize surpass trump tweeze unveil win zoom striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivat- ing outstanding wry chiseled crotchety ecstatic conscientious genuine dour grippingEAN magnetic nagging erratic spiritual cocky tenacity congenial titillating risqué haughty enduring svelte UPC poignant eccentric rich achieve aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesseVICKY generate inspire OLIVER interrogate interrupt jump lead motivate nip organize oversee pepper pinch plan raise rally rouse save shake nip striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating captivating outstanding wry chiseled crotchety ecstatic conscientious genuine dour gripping magnetic nagging erratic spiritual cocky tenacity congenial titillating risqué haughty enduring svelte poignant eccentric rich achieve aspire challenge chop clarify commit craft create dramatize enhance erase finagle find finesse generate inspire interrogate interrupt jump lead motivate nip organize oversee pepper pinch PowerSalesWords_INT 3/29/06 3:00 PM Page I POWER SALES WORDS How to Write It, Say It, and Sell It with Sizzle Vicky Oliver PowerSalesWords_INT 3/29/06 3:00 PM Page II Copyright © 2006 by Vicky Oliver Cover and internal design © 2006 by Sourcebooks, Inc. Sourcebooks and the colophon are registered trademarks of Sourcebooks, Inc. All rights reserved. No part of this book may be reproduced in any form or by any electronic or mechanical means including information storage and retrieval systems—except in the case of brief quotations embodied in critical articles or reviews—without permission in writing from its publisher, Sourcebooks, Inc. All brand names and product names used in this book are trademarks, registered trademarks, or trade names of their respective holders. Sourcebooks, Inc., is not associated with any product or vendor in this book. Published by Sourcebooks, Inc. P.O. Box 4410, Naperville, Illinois 60567-4410 (630) 961-3900 Fax: (630) 961-2168 www.sourcebooks.com Library of Congress Cataloging-in-Publication Data Oliver, Vicky Power sales words : how to write it, say it, and sell it with sizzle / Vicky Oliver. p. cm. ISBN-13: 978-1-4022-1689-3 ISBN-10: 1-4022-1689-0 1. Advertising copy. 2. Marketing. I. Title. HF5825.O45 2006 659.13’2—dc22 2005033341 Printed and bound in the United States of America CH 10 9 8 7 6 5 4 3 2 1 PowerSalesWords_INT 3/29/06 3:00 PM Page III This book is dedicated to my grandmother Janice, who always had an irrepressible curiosity about my writing. Many times, she would “cordially demand” that I send her hard copies of the ads I had written (and being a dutiful granddaughter, I had no choice but to comply). Her passion inspired me, and I hope that in some small way, it will also touch all those who read this book. PowerSalesWords_INT 3/29/06 3:00 PM Page IV striking appalling deadly manic inspired bleak rigid jaded disastrous exhilarating