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POWER
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 A MQ YRetL""9 Rebel
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POWER

I've had a couple of revelations in my career that have instantly improved my ability to
write killer copy. The first was to learn the insider secrets of world-class salesmanship,
and translate those shrewd tactics to the printed page.

Next, I learned to write in a conversational manner - not like some starched-up

blowhard who used perfect grammar and fancy twenty-five cent words all the time. Then
(after reading the great "Elements of Style" by Strunk and White), I learned to abandon
almost all adjectives in my writing... and to use "action verbs" that single-handedly told
a story all by themselves.

This last discovery - using action verbs to pump up my copy -- morphed into the
art of using what I call "power words". Sometimes these are verbs that convey action,
sometimes they are nouns with shock value, sometimes a wicked phrase (or a twist on a
cliche) that catches hold of the reader's mind and won't let go.

Here is how I explain it: A power word is any word that carries its own
emotional wallop. No one reads a good power word without having their heart beat a
little faster, their mind explode with old memories, or at least some tiny part of their
system taking notice. Take the word "humiliate". No one reads that word without
having a visceral reaction to it. Everyone has suffered humiliation at some point. So,
when I say in a headline that an old golfer, "70 pounds overweight and crippled with
arthritis" routinely goes out and humiliates younger, cockier PGA professionals it
creates some real drama, with a fascinating story already loaded into it.
 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 of good copy 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 Stunningly

vicious
Urgent Explosive
Firestorm
Insider Blast out of
information Controlled
Deep end of
Maim the pool Silenced

Dominate Crucial Exploit

Unbelievably Intensive care Heat up

devastating Actively
engaged Explosive
Stun Mojo power

Rip Blitz Take down

Brand spanking Secretive Vulnerable

new
Forced Wounded duck
Vicious
Crammed Blind-spot
Wickedly
effective Powerful Ignored

Copyright John S. Carlton Page 2

Kicked-in Up close and Shocked and
personal amused
Wobbly
Insight Elite Total
submission
Superiority Marked for
death Excruciating
Glaring
Raw but ready Neutralize
Tremendous
Blazingly Monster-sized
Forgotten obvious
tactics Crush
Respect
Grab and run Dazed
Fear
Dragged Nightmarish
kicking and Threat
screaming Inflict
Street-tough
Untapped Massive
resource Afraid
Bull charge
Quivering Survive
Lean and mean
Mega-valuable Taste
Surreal
Blood and guts Instantly
traumatizing Ingenious
Dark alley
Shock Confused
Jacked-up
Blinding Pain-rich
Nasty
Immobilizing Combat
Bone-crunching
Unexpected Front-line
Nerve- trenches
shattering Helpless
Possession

Copyright John S. Carlton Page 3

Attack Lure Massive
Rocked
Amazing Slash
Infested
Master's level Easy-to-
savvy Bandit implement

Submission Abandon Confidential

Deadly Slaughter Maximize

Rage
Tickle Liability
Cutting edge
Inflame Legal
Quasi-legal loopholes
Coax
Awesome Confusing
Tease
Reversed Almost
Blast overnight
Incredible
Ridicule Urgent
Limited
Slay Eat up your
Dominate promised tax
Boost cut
Cured
Implode Audit-proof
Astonish
Dangerous Crap out
Freak out
Wealth Obsolete
Killer
Ecstasy Strategies
Cold-cock
Heaven Elite
Liar
Bribe Brilliant
Bribe
Jumps tart

Copyright John S. Carlton Page 4

Bulldog tax Avoid Glitch
attorneys
Demand Certify
Discover
Secret Deny
Most respected
names in tax Scour Protection
law racket
Procedural
Mumbo-jumbo traps Required
knowledge
Victim Tactics
Accumulate
Line your Arouse wealth
pocket suspicion
Trap
Privy to Excuses
insider Triggers
information Lop
Virus
Brutal Shelter
Cash
Private Bonanza
Breakthrough
Plain English Genius
Permanently
"Crack the Get around the damaged
code" rules
Supercharge
Secret source Wrong track
Unexpected
Legal magic Thumbs up
act Interest-free
Bulletproof loan
Voodoo
Grab Hidden tax
Bloody
Gargantuan Tools
Dirty tricks
Courtesy Hands off

Copyright John S. Carlton Page 5

Routine Every penny Steady flow of
inside
Fund lavishly Tax-proof information

Penalty Vast No risk

Shrink Smoothly Strictly

Robbed Touch Make waves

Stuff Generates Gamble

Free money Underestimate Jackpot

Overlooked Serious Performs extra

problems duties
Sock away
Hidden assets Secret weapon
Lucrative
Feast Stop it cold
Deduct it
anyway Most people Bump you into
miss out a higher
Cleverly bracket
disguised Devours
Penalties
Donate Earmarked
Right off the
Risky Must-read top

Shortcut Twist Double the

usual amount
Instantly Valuable
Pocket more Write-offs
money Kick in
Pleasure
Out of luck Mutate holiday
Nightmare
Thanks but no Hidden fortune
thanks

Copyright John S. Carlton Page 6

Sideline Simple fix Honest
business loophole
Ignore
Shrinks Assume
Luxury
Rake in Unreasonable
Dispose
Rare Collect
Too good to be immediately
No way to lose true
Year after
Magic Instantly year
valuable
Little-known Directly
What you'd affect you
Off the hook otherwise miss
out on Back into your
Skip pocket
Transfer
Defies common Confession
sense Unexpected
Disgruntled
Advice Secret
deadline Iron-clad
Make it
legally Negotiate Generous
disappear
Sweetheart Stronger
Negligent deal
Nothing comes
Reckless Psychological close
tactics
Disregard Bottom-line
Devastating
Jumps up to Your fair
the next level Walk away from share
it
No hassle Savvy
Refuse to take
Nasty tax trap any gruff Astonishing

Copyright John S. Carlton Page 7

Deluxe Private Swiss Jaw-dropping
account power
Even if you
later decide Uncle Sam The expert
category
Extra expense Ignores
Massage
Certificate Tax-friendly
Muscle memory
Scrutiny Zero taxes
Confidence
Forced to Forfeit
settle Skill
Cash-rich
Shelter income Honest-to-God
Shrink
Offshore Advanced
Explode
Opportunity Discover
Research
A fraction of Keel haul
what you owe Escape
Change your
Dodge Boost life

Neglect Within the Amazing

hour
Pack up and Targets
leave Absolute
Specific
Wire tap Primal
Figure out
Secret hit Pinpoint
list accuracy Deepest wish

Dirty tricks Faster than Frustration

you ever
Paper losses dreamed Pure baloney
possible
Beat the rap Impatient

Copyright John S. Carlton Page 8

Nonsense Smack Down and dirty

Clear away the Impressive Something

fog scary
Seriously re-
Bet consider Artistic grace

Materialize Fool Scenario

Learn the hard Examine Homemade

way
Spraying shots Kitchen table
Coming up
through the Knocked out Obliged
ranks
Keen Blew my mind
Best part
Like a Oblivious
Scientifically Rainbird
sprinkler Special
Tailored opportunity
Pathetic
Effective Blab
Shadow
Test drive In the dark
Horrible
Golfing heaven mistake Flirt with

Details Amateur Blunder

Allow Lucky Reveal

Leap Frankly Outsider

Territory Ooze T1='emendous

Believe Miss the cut Broken down

Ego Pro tips Nuance

Copyright John S. Carlton Page 9

Accurate Impossible Share

Lazy Muddle along Dead broke

Suddenly Stumble Choose

Scared to General public Boomtown

death
Civilians Heart's
Transform content
Forever
Not pay a Hint
nickel Serious
Bad feelings
Hollywood Understand
production Listen up
Poured our
Stunning hearts into it Consistent

Willing At your own Stress-free

pace
Empty your Bend over
wallet Dying to know backwards

Cartoon Handle it Authorized

Create Insider Completely

contacts who lacking in
Throw-away know the ropes credibility
techniques
Know where the The real thing
Heck bodies are
+. buried Zero risk
Scratch the
surface Butt ugly Word of mouth

Local Ripped off Bird dog

Shell out Eager Demand

Copyright John S. Carlton Page 10

Generous Shrewd Freak out

Put it on the Discontent Hardcore

table
Thousand yard Revealed
You snooze, stare
you lose Respect and
Cheating awe
Add a tiny
edge Trash talk Battle-
Odd hardened
Befuddlement
Intimidation First peek
Seeds of doubt
Best on the Sneak peek
Grow like a planet
weed Shockwaves
Sneeze
Cool So-called
Closed door
Tactics meeting Financial
bodybag
Lack of focus Crush
Obliterate
Money and Stockpiled
pride on the Gets in your
line Wow face

Ensure Absolutely False

free confidence
Shaking in
fear Hot to trot Fistfight

Devour them Try it out Life-and-death

alive
Lethal Roamed deep
Stunning peek behind enemy
World stage lines
Perfectly
legal Connection Eliminate

Copyright John S. Carlton Page 11

Unrelenting Sold out Crippled

Victory Reputation Routinely

Hard ass Crazed bulldog Talent

Hidden secrets Unhappy Takes all the

money
Confront Sought-after
Horrible
Say hungry Opt in or out
Striking
From scratch Constant dread
Tallied
Blood thirsty Career suicide
Bad day
Begged Duped
Bad hair day
Distinguished Locked up
Feel like a
Commando Gain access tiger
through the
Drill back door Pocket an easy
ten bucks
Completely new Revelation
Don't believe
Obsolete Chilling me
detail
Astonishing Total fluke
Inner circle
Disarm Total flake
Love
Require Just over the
Slave-ship border
Magically seating
Insane
Catch Thorny
In the mud and
Batch Share the the blood and
wealth the beer

Copyright John S. Carlton Page 12

Everybody and Right down the Deliver the
his brother pipe goods

Shoot Embarrass Super-hot

Lying bastards Humiliate Smokin'

Lazy weasels Awesome Painless

October Head-shaking Original

surprise results
Eagerly
Stumble on Check it out
Corne clean
Cold cash My own wallet
Cement his
World-wide Trouble status

Earn without Totally Test drive

work convinced
Master it in a
Threatened One-two punch short
afternoon
Six-pack abs No sweat
Cold, hard
Enrages Exciting facts

Gouging Fat ten spot A new fact of

life
Insist Kidnap
Hurt
Endlessly Forced
Fact-check
Dares Special
Bailout
Fun Allover the
globe Shoo in
Raw rookies
Flown in Knock

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 Mysterious

insane
Boogie down Biochemistry
Speed read
Dramatically Vast majority
Gauge
Counter- Major trouble
intuitive Stroke
Pure gut-
Trust Sink wrenching
agony
Liar Edge
Miserable
Pit Hint
Tricks
Profuse Price you pay
Scoop
Broken Wrong!
Nail it
Fabulous Face up to it
Demolish
Get a grip Get the yips
Complete
Proper Pay the price mastery

Killer Humiliate your Off the wall

neighbors
Square Dares

Copyright John S. Carlton 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 Smile so hard

your cheeks
Parade Desire hurt

Perfidy Maximum Cannot lose

Love Refuse to Sabotage

believe
Private Desire
Reserve Pulling your
leg Empty
Package
Witch Outrageous
Personally
Power Hunt it down
Time limit
Arrogant Intense
Dead solid
perfect Experts Rumor

Can't be this Convince God-forsaken

easy
Blithering Claim
Break some
hearts Fortune Sheer nonsense

Copyright John S. Carlton Page 15

Nano-second Despite Shut up

Prize money Recent Cocky

Gratifying Hot to know Shuffle your

feet
Short work Fraction
Move up fast
Collect It's all wrong
Mindset
Cold water Passion
flat Relax
Ultimate
Relish Personal and
Blow it confidential
Beer can
Spoil the fun Spoiled
Install Looney-toons For your eyes
Whack only
Twisted
Laser-like Guts
focus Catch his act
Improvised
Skeptical Cool as ice
Shattered
Open mind Walk away
Endured
Trial run Nervy
Put your ass
Monster Calm as a on the line
sleeping puppy
Big boss man Submission
Emergency
Rhythm Compact
Hysterical
Massive Severe
Dangerous
The Big Boys In a blink
Fringe
Pissed off

Copyright John S. Carlton Page 16

Break out in a Settled down Mumble
cold sweat
Determined Screw
Pirated
Knock Legends
Involved
Money zone Hinge
Exploited
Recognize Bank shot
Life-
threatening Bit me on the Money shot
ass
Dark corner Evidence
Confront
Without Exclusive
fanfare or Stung
drama Avoid
Blow away Wedge issue
Grind it out
Pull my leg Big mistake
Drain
Of course you Tote
Flash do
Ramble
In the money Subtract
Disaster
Rely on it Crucial
Sopping mess
Burst Grasp the
importance Drench
Injury
Finally figure Create
Laughed at me it out
Ruined
Hotshot Arrogant Financially

Lazy Zen master Truth

Explain Esoteric Damn lies

Patiently

Copyright John S. Carlton Page 17

T.opple Seduce Rat poison

Shake Reduce Sly look

Rattle Induce Coy

Roll it on out Blanch Unbridled

Survive Pitch black Test run

Dank recesses Advantage Fanatic

Ruminate Unfair Crazed

advantage
Pull your Intent
punch Butt-end of it
Subterfuge
Ignoble Siren song
Blew it big
Silenced Butt ugly time
forever
Specious Forgotten hero
Heroes and
villans Deliver Sad

Shuck and jive Render Oceans of it

Recoil Asunder Lumber

Reel from the Burst Slumber

shock
Rubber neckers Dream on,
Ready, fire, cowboy
aim Tornado
And the horse
Sodden White knight you rode in on

Sulk Skit Loveless

Silky Rustle

Copyright John S. Carlton Page 18

Mysterious Beatnik Soothe
rider
Bums and winos Replenish
Snail mail
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 Lopsided win Enable

Cruel fate God's wrath
Disable
Genie in a Unfazed
bottle 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 Insufferable
jetsam Liquid snobs

Bragging Limpid Snooty

rights
Loose as a Caress
Brain cells goose
Invest
Paisley Fevered brow
Sort out

Copyright John S. Carlton Page 19

Lighten up Neurotic Massive

Genius Wimps and Homage

weasels
Worry-wart Ham it up
Pyramid scheme
Wrangle Home team
Dire
Tangle Bloke
Nonsense
Tingle Sneer
Purity
Blissed out Pretend
Drug den
Snuggle Profound
Scamper
Put away on a Credit
shelf Scrap metal Asinine

Disheveled Knocked off Zebra

Goof off Ripped off Zonked

Moron Ticked off Sleuth

Bitchin' Show off Wraith

Professional Bleach Barricades

fame
Blind Pander
Snatch
Sour Dandy
Scurry off
Wide as a city Esoteric
Ditch 'em block
Quaff
Barf Neurons
Duck
Gangly Burn out
Ransom

Copyright John S. Carlton Page 20

Errant Yearn The honor is
mine
Silly Bruise
Crank out the
Fungus Contrary moolah

Transmutate Unveiled Bad karma

Gender-bender Shadowy Game but lame

Princely sum Fumigate Manicured

details
Hug Dunce
Wrong juice
Ornate Errant
Sputter Stymied
Irrefutable
evidence Squelch Zinger

Numb Abandon Behind door

number two
Jail break Belittle
Ripping good
Manhandled Cart off like yarn
pillaged goods
Gnarled Duke it out
Drama queen
Kooky Financial
Engineered restraining
Lambaste without morals order

Stupefy Franchise Kill it, don't

player maim it
Mercy
Good enough to Like a bad
Shambles eat horror flick

Wrenched Last chance Under siege

X-ray vision Investigate Done

Copyright John S. Carlton Page 21