For the past week or so…
I’ve been rereading the Boron Letters by Gary Halbert.
You can read this online for free or get the Kindle version.
A while ago, I printed out the online version, so I had a hard copy to read.
Then I decided to purchase the Kindle version.
I’m currently on chapter 14 of the Kindle version and Gary’s son Bond explains how his father and other top copywriters usually keep a power word list.
He recommends NOT to just use their lists. Like diets, words come in and out of fashion.
The best way is to build your own power word list by looking at tabloids and make a list of the words in the headlines that really suck you in.
For instance, “crisis,” which is a great replacement for problem.
Once you’ve done this then you want to divide your words into positive and negative.
And look through your list right before you begin to write your copy.
You can use your power words to help replace more boring words in all your copy.
So if you haven’t got a power word list then you need to get one.
From writing sales pages to emails, these power words will really help you write better copy.
Zaf.
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