Descriptive Vocabulary:

1. kitschy / cheesy
o What a kitschy living room! Look at the flamingo wallpaper!
2. piece of junk
o You should sell your car, that thing is a piece of junk.
3. antique
o This lamp is an antique; I inherited it from my great grandmother.
4. vintage
o I love your vintage kitchen! It brings me back to the 1950’s.
5. one-of-a-kind
o This is a one-of-a-kind stereo. It’s no longer on the market.
6. good, top, high, low-quality
o Since it’s such good quality, it still looks like new.
7. top-of-the-line
o This a top-of-the-line washer with a dryer included!
8. cheap
o Wow, that coatrack must be cheap!
9. handmade
o These handmade aprons were produced with love and care!
10. rustic
o These farm-style candleholders are ideal for a rustic living room.
11. genuine
o Is this leather genuine?
12. first-edition
o Is this Robinson Crusoe book a first edition?
13. collector’s item
o It’s a collector’s item. You won’t find it anywhere else for this price.
14. off the hook
o This surfboard is off the hook! I could bring it back to California with me.
Notice the hyphens above? Here’s when to use them:
If your descriptive vocabulary comes before the noun, it’s being used as an adjective and requires hyphens. When it
comes after the noun, drop it! Learn more about them on this ESL Library article.
 This is a low-quality camera.
 This camera is low quality
 This is a one-of-a-kind sofa.
 This sofa is one of a kid.
 This is a first-edition baseball card.
 This baseball card is a first edition.
Note: Don’t add an “s” to your adjectives! We would say “five-year-old kid” and not “five-years-old kid.”
Learn this Selling Vocabulary
1. total liquidation
2. on sale/ at a reduced price (“get it on sale!” – “buy it at a reduced price”)
3. …but wait, there’s more!
o Commonly used in infomercials to indicate you get “complimentary” items with your purchase.
4. get outta (out of) town (no way, ironically) = I can’t believe it!
o You’re saying this bike is $5!? Get out of town!
5. that’s not worth it
6. what a deal / a steal!
o I got this frame at a yard sale and it was only 10 cents! What a steal!
7. two for the price of one / buy one get one free
8. 100% money back guarantee
9. special offer / one-time offer
10. costs an arm and a leg = expensive
 o This trip cost me an arm and a leg. I’m never going to get out of debt!
11. break the bank!
o Usually used sarcastically when something is cheap! For example, someone purchasing an apple
might say: “Wow, I’m really breaking the bank!”
Class Activity: Be a Salesman!
I have $1000 dollars to buy 6 gifts for my friends.
Instructions: You are now a salesman / saleswoman! Find three normal items and three weird items in your
apartment. Using the vocabulary words listed above, convince me to buy your product.
 Why should I buy it?
 Does the item have a story? Special features, it’s age.
 Think about alternative uses of your stuff.
Get inventive!!!
After Class: Homework
Write me an advertisement for a product in your house and try and sell it to me using the vocabulary words learned
in today’s lesson. You can either do this as an online ad, video, etc.
Feel free to invent a product if you want!
To help you with this product here are some more commonly used marketing words to help you sell your
product:
 http://www.verticalresponse.com/blog/the-30-magic-marketing-words/
 http://www.cpsa.com/knowledgecentre/SRCArticleRead.aspx?articleID=656
The 30 magic marketing words you should be using
Language is a powerful tool — it enables you to connect with audiences and spur them to
take action. For email marketers, the importance of using the “right” words cannot be
overstated. Which word or phrase will click with your subscribers and nudge them to open
emails, click to visit your website or make a purchase?
Many words have the ability to motivate. The trick is determining which ones work for your
business and your particular situation. A word or phrase that performs well in one campaign
may not be the best option for your next campaign. Trial and error, and of course A/B testing,
can help you narrow down which words connect with your audience.
To get you started, try some of the following “magic marketing words” in your next email or
social post. (Don’t hesitate to use them on your print marketing and your website too.)
1. You: Write as if you were speaking directly to the customer. Make it about the reader,
not about yourself.
2. Because: Give customers a compelling reason to take action.
3. Free: Don’t underestimate the appeal of “free.”
4. Value: Highlight the value that customers receive for their money. “Cost” or “price”
imply losing something – in this case, money.
5. Guaranteed: Make readers feel they have everything to gain and nothing to lose.
6. Amazing/incredible: Customers respond to something out of the ordinary. But be
careful not to overuse these terms, or they lose their power.
7. Easy: Let subscribers know how much easier life will be with your product or service,
and then make it simple for them to take the next step in the purchasing process.
8. Discover: Imply there is something new and unknown to the customer, something
that offers distinct benefits and gives them an edge.
9. Act now: Motivate an immediate response with a limited-time offer.
10. Everything included/everything you need: Establish that your product or
service is all your customers will have to buy in order to achieve their goal.
11. Never: Use this to point out a “negative benefit,” such as “never worry again,” or
“never overpay again.”
12. New: Like “free,” “new” has the ability to make people sit up and take notice.
 13. Save: The best, clearest word to showcase monetary or time savings.
14. Proven: Remind customers that your product, service or business is tried and
true.
15. Safe and effective: Minimize risk perception for health and monetary loss.
16. Powerful: Let customers know that your business, product or service is robust.
17. Real results: Everyone wants results.
18. Secret: Is your product or service the secret to success? Let customers know
you can reveal that secret.
19. The: This implies your solution is the be-all and end-all. Consider the difference:
“3 Solutions for Marketing Success” vs. “The 3 Solutions for Marketing Success.”
20. Instant: Instant access or downloads are more appealing than waiting.
21. How to…: Help your readers accomplish a challenging task or goal.
22. Elite: Invite newbies to join the highly desirable club you’re hosting.
23. Premium: Premium helps denote high quality.
24. Caused by: If your email campaigns build a case for your product, transitional
phrases such as “caused by,” “therefore” and “thus” reinforce the logic of a purchase.
25. More: Do you offer more than your competitors? Show it.
26. Bargain: Customers want a great deal.
27. No obligation: Create a win-win situation for your customers.
28. 100% money-back guarantee: Again, no risk.
29. Huge: A large discount or outstanding offer is difficult to resist.
30. Wealth: If you’re selling products and services related to money, wealth is a
desirable word for customers.

Bonus: 10 more words and phrases that

trigger positive responses in readers
The list of powerful marketing words is nearly endless. Here are some more to consider in
your campaigns:
31. Complimentary: This works almost as well as “free.”
32. Last chance: Inspire urgency.
33. Now: No one likes to wait.
34. Flash sale: Flash sales create urgency and a sense of being in the know on a
great deal.
35. Convenient: How will you make readers’ lives easier?
36. Breakthrough: Stay on the cutting edge with new solutions customers haven’t
seen before.
37. Buy one, get one: It’s easy for customers to understand the value you’re
offering.
38. Thank you: Readers like to feel appreciated.
39. Introducing: Let readers know they’re the first to hear about something.
40. Join: Encourage readers to join a select community.

And 5 words to avoid

 Miracle: This oversells. Is what you’re offering truly a miracle?
 Revolutionary: This is another oversell. Unless the product or service truly upends its
industry, it’s not revolutionary.
 Unique: Everyone uses unique now, so nothing is unique.
 Great: Don’t be generic by using “great.”
 Exciting: This is nearly as generic as “great.”