Words That Sell By Richard Bayan

Notes from Richard Bayan’s handy dandy book called Words That Sell.

This is the revised and expanded edition with more than 6,000 entries to help you promote your products, services, ideas. It’s enhanced, reorganized, significantly expanded, even though, as Bayan admits, the words that motivate the human spirit have remained relatively constant.

We’re still obsessed with status, security, comfort, fear, money, convenience. Only, today, copywriting’s much more informal. Contractions, slang, less lecturing, more attitude, and fewer exclamation marks, for instance. Cool, let’s begin.

When You Write

1) Remember, you’re writing to sell. To first persuade readers they need your product or service; and second, to motivate ’em to buy. The most brilliant efforts are wasted if your audience can’t even figure out what product you’re pushing.

2) Rather than “See how great we are” go for “See what we can do for you.” Show ’em how they’ll be happier, wealthier, more comfy, more secure. Always write with their interests in mind.

3) Season your copy with helpful tips, curious facts, colorful phrases – anything to get them involved, interested, excited to keep going.

4) Don’t tell ’em your product’s fabulous, convince them. Make a strong case for the conclusion you want them to come to on their own.

5) Be accurate. Get the facts straight. Truthful. Never make any statements that can’t be substantiated.

6) Be specific. Create vivid images with simple, observable details. For example, would you rather eat a “frozen desert” or a “raspberry ice”?

7) Be organized. Beginning, middle, end. Your message must flow logically from headline to clincher.

8) Write for easy reading. Your style should be clear, punchy, uncluttered, smooth, enjoyable.

9) Appeal to emotions over intellect. Instead of head nods, go for gut feelings like: “Damn, I gotta have that.”

10) Don’t offend. Keep a sunny disposition. Don’t preach. Aim to please. That said, humor can be an effective tool as long as you’re careful with it.

11) Use testimonials and reviews. Get permission first.

12) Ask for the order with a brief high-powered statement that impels them to buy and tells ’em how.

13) Revise and edit your work. Cut out all dead wood. Every word should pull its weight.

Alright, now for the meat. For each section, I’ll list some of my favorite examples Bayan gives. If you want the rest, go buy the book.

Part 1: Grabbers

Teasers

Free
Your free ___ is enclosed
No obligation ever
___ days only
A ___ has been reserved in your name
Inside: ___
A personal message from ___
Photos inside
Price break
$___ in savings enclosed
Take an extra ___% off
Outrageous deal
Imagine life without ___
___ reasons to ___
Startling news about ___

Free/Prize

Absolutely free
At no charge
Free gift with purchase
It’s yours to keep
It’s your bonus for ordering now
Accept this ___
This one’s on us
A $___ value – yours free
Take it – it’s yours

Sale/Discount

___% off discount
Prices slashed
Prices guaranteed through ___
Lowest rates allowed by law
Comparable ___s currently sell for $___ or more

Trial Offer/No Obligation

No risk now, no risk later
Use it for a week in your own home
Say “yes” now, decide later
If you decide to keep it, pay just $___
No salesperson will call
We’ll buy it back – no questions asked

Heads/Slogans

Switch to ___
Turn your ___ into a ___
___ fever
The ___ that makes other ___s look like toys
Genius at work
Child’s play
Your move
Sinful
Straight talk about ___
The only ___ you’ll ever need
___ with confidence

Salutations/Invitations

Dear ___ client
Dear buyer
Dear ___ enthusiast
Dear ___ buff
Dear achiever
Get ready to enjoy ___
We request your presence
Your name has appeared on our select list of ___s
Special invitation for ___s only

Opening With A Question

Isn’t it time you ___?
Are you curious about ___?
How many times have you said to yourself, ___?
Remember the first time you ever ___?
Are you secretly afraid of ___?
Tired of empty promises from ___?
What’s the safest ___?
Have you ever thought about ___?

Opening With A Statement

Let me ask you a simple question
We’ll change your mind about ___
The results are in
It’s not every day that ___
Within 30 days, you could be ___
Believe it or not, ___
You’re in for a pleasant surprise
If you’re like most people, you probably ___
It’s a fact of life that ___
It’s never too late to ___
Let’s talk about why you need ___

Opening With A Challenge

Fasten your seat belt
Meet the ___
Recapture the ___
If you think you’re good enough, ___
For once in your life, ___
___ like a millionaire

Snappy Transitions

That’s where ___ fits in
Imagine:
Fortunately, ___
Here’s how it works:
But first, ___
What does this mean for you?
Simply stated, ___
One thing’s for sure:
To show you what I mean, ___
And this is only the beginning!
But before I say any more, ___
Sounds incredible?
A miracle?
Now for the surprise:
Last but not least, ___
So remember:

All Purpose

Bargain
Now
You/your/yours
Famous
Avoid
Solve
By popular demand
It’s true!
The first ___
The only ___
At last:

Part 2: Descriptions And Benefits

Appealing

Delightful
Charming
Yummy
Hearty
Huggable
Picturesque
You’ll fall in love with ___
A gem

Authentic

Actual
The way ___ used to make it
Certified
Backed by ___
We’re the ones who ___
We started it all

Belonging/Membership

Mingle
Buddies
Your ticket to ___
Meet the movers and shakers
Swap stories with ___
You’ll join a very select group
We’ll treat you to these special perks:

Big/Many

Mammoth
Jumbo
Man-sized
Colossal
Towering
Lofty
The mother of all ___
Husky
Burly
A ___ bonanza
A bottomless supply of ___
___ galore!
You get all this:

Choice/Control

Whatever your pleasure
Puts you in charge
You’re in control
Adapt it to your needs
You decide
Do it your way
We can handle any request

Comfortable

Soothing
Snug
Airy
Down-home
Country casual
Restful
Unhurried
Tranquil
Cushiony
Velvety
Cottony
Stretchy
It breathes
Like floating on a puffy cloud
It just feels right
Toasty-warm

Competitive

Scrappy
In-your-face
Daring
Tough-as-nails
Seasoned warriors
We take on the big boys
We consistently beat them at their own game

Complete/Thorough

All ___ included
It’s all here!
Definitive
Exhaustive
Meticulously prepared
Scrupulously researched
We’ve taken great pain to ___

Convenient

Practically runs itself
No more rummaging
No more standing in line
No more waiting
No more headaches
Say goodbye to ___
With the flick of a switch
Eliminates the need for ___
Intelligently designed to ___
Wherever and whenever

Distinguished/Status

Prize-winning
An icon
The Harvard of ___
The most talked about
The most imitated
The choice of connoisseurs
Preferred by people who make a difference
A symbol of ___
Identifies you as ___
Enjoy the view from the top
Isn’t it time you treated yourself to ___?

Durable/Solid

Beefy
Robust
Structurally solid
Ruggedly built
Scuff-proof
Can take a beating
Tough enough to ___
Scoffs at ___

Easy

Foolproof
Great for beginners
It’s a snap
It’s a cinch
All you do is ___
No fussing
No more struggling with ___
Jargon-free
So advanced it’s actually simple

Exciting/Stimulating

Spontaneous
Pulse-pounding
Spellbinding
Gripping
Riveting
Titillating
Sexy
Spicy
Racy
Sassy
Juiced
Wow!
A knockout
Slam-dunk
Tickles the mind
Rouses your senses

Experienced/Expert

Capable
Exacting
Veteran
A crack team of ___
Flair for ___
Endowed with ___
The stamp of creativity
Top-drawer talent
There’s simply no substitute for ___

Fabulous

Sublime
Majestic
Smokin’
A ___’s dream
Defies description

Fast

Brisk
In-a-flash
A same-day solution
Zips along
Scoots
Whizzes past
Whoosh!

Fresh/Wholesome

Pristine
Invigorating
Makes you feel brand-new
Untainted by ___

Fun/Cheerful

Hilarity
Jubilant
Feel-good
A joyride
A pleasure feast
Glee
Whoop it up
Belly laugh
Knee-slapping

Gift

A gift that will be used and appreciated
Impeccably correct
Won’t go back in the box
For every ___ aficionado

Good-Looking

Head-turning
Ravishing
Glowing
Sensuous
Big on looks
Haunting beauty
A visual explosion
Dapper

Healthful

Banishes pain
Eases tension
Stress-busting
Makes you feel good all over

Honest

Candid
Evenhanded
Plain English
Cold hard facts
We probe ___
We don’t pull punches

Improved

Beautified
Spruced up
The best just got better
Now with more ___

Indispensable

Incalculable
The ___ no home should be without
The heart of ___
The hub of ___
The nerve center of ___

Informative

Newsy
Mind-opening
Dishes the dirt
The answers you’ve always wanted
Hard-won wisdom
We bring it all into focus for you

Luxurious

Plush
Opulent
Posh
Swank
Palatial
Intricate detailing
Sinfully rich
Wraps you in glamour
For those who demand excellence

Made

Forged
Conceived
Made the old-fashioned way
Lovingly crafted
Masterfully sculpted

Money-Making

How rich people get that way
Sells itself!
Megabucks
Turn your free time into profits

Money-Saving

Thrifty
Invitingly-priced
No middleman!
How’s that for value?

New/Advanced

Sleek new
Up-to-the-minute
Makes the ___ obsolete
Technological wizardry
Don’t ___ today with yesterday’s ___

Plain/Natural

Plainspoken
Unfussy
Small-town
Neighborly

Pleasure/Satisfaction

Ecstasy
Heaven
Your spirit will go “ahhh”
Your passport to ___

Powerful

Gut-wrenching
Bone-crushing
Intense
Mighty
Erupts
Packs a punch
Never lets up
Heavy artillery
Juju
Primitive power
Built like a tank
Like a charging rhino
An Arctic blast
Stoke your inner fires

Reliable

Unerring
Comes to grips with ___
Will serve you faithfully
Made to our exacting specifications

Results/Performance

Zaps
Foils
Stamps out
Halts
Won’t loaf on the job
Comes through in the crunch
Whisks away ___

Romantic

Smoldering
Smitten
Crackling fireplace
A sultry samba
Rain on the roof
Surrender to the spell of ___

Security/Peace Of Mind

Strictly confidential
Shelters you from ___
Safe and painless
Avoid embarrassing mistakes
Why take chances with ___?
Sleep secure
___ with confidence

Self-Improvement

Recapture your ___
Go for it!
Pick up vital new skills
Skills you’ll use your whole life long
Wake up the ___ inside you
You’ll feel great about yourself
Win admiring glances

Sensory Qualities

Pastel shades
Vivid hues
A rainbow of color
Balmy
Crinkly
Stubbly
Oily
Buttery
A fine mist
Frothy
Salty sea air
Tart
Succulent
Fizzing
Hissing

Service/Help

A real lifesaver
Our job is to help you ___
A good friend to have by your side
Each of our team is hand-picked
At ___, we do all that and more

Sexy

Flirty
Scandalous
Shapely
Ripe
Fondle
Goddess
Hottie
Like a long, slow kiss
Like a slow dance in the dark
The sway of her hips
Sun and sand
Decidedly sinful

Small/Less

Mini ___
Nano ___
Cute little ___
Pocket-sized
Purse-sized
Lightens your load
Small wonder

Sophisticated/Smart

Worldly
Cosmopolitan
Suave
Drop-dead cool
Brainpower
The thinking person’s ___

Stylish

Impeccably tailored
Low-key
Sporty
Splashy
To die for
Spiffy
Street-smart
A dash of panache
The epitome of elegance
It’s now. It’s wow.

Suitable

Just right
Just the thing for ___
Blends beautifully with your ___

Superior

Five-star quality
Unequaled
Outshines
The crown jewel

Timely

On time, all the time
It’s about time ___
Just when you thought ___

Traditional/Classic

Time-honored
Centuries-old
Nostalgic
Never to be forgotten
Souvenir
Remember how you loved ___?

Unusual

Slightly eccentric
Maverick
Mystifying
As individual as your fingerprints
Delightfully different

Useful/Practical

Adaptable
Multipurpose
A rugged performer
As functional as it is handsome

Valuable

Integral
Prized
Revered
The finest ___ of its kind

Part 3: Clinchers

Persuading Your Audience

You get all these benefits:
You can’t lose
You owe it to your family to ___
We stand behind our claims
Does all this sound too good to be true?
Remember, time is running out
You’ll wonder why you waited
The sooner you act, the sooner your ___ begins
There’s just one conclusion:

Minimizing Risk

Send no money!
Test our ___ for ___ days – then decide!
You don’t risk a cent
If you decide it’s not for you, pay nothing and keep the ___

The Moment Of Decision

Intrigued?
Convinced?
It’s time for action
We’re expecting you
Your move
Put our ideas to work
You be the judge

The Call To Action

I urge you to act at once
I’ll start service as soon as I hear from you
Right now, I’m inviting you to ___

The P.S.

Did you know that ___?
Let me emphasize that ___
To claim your free ___, simply ___
Don’t forget:
There’s even more:

The Lift Note

If you’ve decided not to order, please read this brief note
Frankly, I’m puzzled
Maybe you don’t believe ___
Is that what’s holding you back?

Guarantees

100% satisfaction or your money back
We back it up with our ___ guarantee
You have my word on it
You have my promise
I stake my reputation on it

Order Information

Yes! Please send me ___
Yes! I want to enjoy ___
Rush me the ___

Following Through

Congratulations! You’ve made a smart choice
Welcome aboard!
Here’s how to get started:
You’ve joined over ___ other smart ___s who ___

Part 4: Special Strategies

Enhancing Your Company’s Image

Our distinct style of ___
We don’t play games with ___
Despite what you have heard, ___
We’re familiar with every nuance of ___
You can rely on ___ for ___

Justifying A High Price

For people who can have whatever they want
Because you’re worth it
The Rolls-Royce of ___
A practical luxury
Just this once, let yourself go wild

Knocking The Competition

Don’t be deceived by ___
Pale replicas of ___
Fly-by-night
Shoddy
Questionable
Dull
Boring
Inflated claims made by ___
Other ___s may try to copy us, but ___
We’ve caught the competition napping

Using Demographics To Impress

Serious people
Committed to their careers and families
Financially astute
A most attractive audience
Aware

Flattering The Reader

Doers
Adventurous
Trendsetting
For people with high standards
You’re the toughest critic we know
We refuse to insult your intelligence

Selling Yourself: Personal Traits

Accurate
Alert
Capable
Dynamo
Fluent in ___
Good listener
Ivy League
Poised
Sound instincts
Solid values
Spirited
Stamina
Upbeat

Selling Yourself: Achievements

Aided
Attended
Broadened
Headed
Negotiated
Oversaw
Pinpointed
Spearheaded
Trimmed
Worked with

Selling Your Ideas

Forecast
Inaugurate
Measurable
Paradoxical
Payoff
Recoup
Status
Wisdom

“Puffspeak”; Alternative

At this point in time; now
Brand awareness; popularity
Conceptualize; think
Cost-effective; profitable
Downsizing; layoffs
Optimal; ideal
Parameters; limits
Prioritize; rank
Terminated; fired

Wordy Expressions; Alternative

At the present time; now
At that point in time; then
Subsequent to; after
Owing to the fact that; because
Pertaining to; about
In the event that; if
Come to a decision as to; decide
Be cognizant of; know
In close proximity; near
He is a man who; he
Is of the opinion; believes

Summary

A computer companion. Keep it close, take a peek whenever you peck the keyboard. Also see my book bullets for The Boron Letters.

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