1. WordPower
11TechniquesforWritingMorePersuasiveCopy

2. 11WordPowerWords
1Relate2Qualify3Amplify
4Specify5Simplify6Entertain
7Engage8Activate9Prove
10Pacify11Direct
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3. Relate
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4. Relate
Who cares?
Where’s it hurt?
What’s the dream?
When will this matter most?
Where does this buyer seek answers?
Whom does she trust?
What are their questions?
What are people saying?
Why wouldn’t they buy?
How does he do things now?
“Develop pathological empathy
for your customer.
~_- Ann Handley
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5. Pain?
Relate
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6. Reality.
Relate
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7. Qualify
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8. When you turn some people off,
you turn some people on.
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9. Qualify
This ain’t for you.
“It’s too spicy.”
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10. Qualify
Exclusivity.
Only open this if
you want to be a
great writer.
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11. Qualify
Got this problem?
Still using
spreadsheets?
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12. Amplify
Amplify
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13. Amplify
Feeling you.
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14. Troubles?
Amplify
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15. Specify
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16. Specify
Credentials.
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17. Facts. Stats.
Research.
Specify
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18. Get this, not that.
Specify
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19. Simplify
Simplify
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20. Simplify
Speed.
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21. Simplify
Ease.
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22. Entertain
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23. You can’t bore people
into buying.
~_
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24. Entertain
Humor.
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25. Entertain
People. Stories.
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26. Entertain
Analogies.
Metaphors.
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27. Engage
Engage
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28. Engage
Question.
Connect.
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29. Engage
Curiosity gap.
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30. Engage
Focus on you.
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31. Engage
Fight for a cause.
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32. Ac0vate
Activate
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33. Actions speak louder than words,
but words inspire action.
~_
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34. Activate
Verbs rule.
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35. Activate
Guide.
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36. Prove
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37. Prove
Numbers.
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38. Prove
(Believable)
testimonials.
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39. Pacify
Pacify
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40. Pacify
Overcome
objections.
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41. Pacify
You don’t need...
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42. Direct
Direct
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43. Here, now.
Direct
#ConvCon @feldmancreative

44. WordPower
1Relate2Qualify3Amplify
4Specify5Simplify6Entertain
7Engage8Activate9Prove
10Pacify11Direct
@feldmancreative

45. Askyourself…
• Are you feeling your reader?
• Did I qualify her?
• Is the problem clear?
• Was I specific enough to be believable?
• Could I make it easier to understand?
• Will this keep him interested?
• Did I touch her?
• Is there action here?
• Have I won his trust?
• Did I overcome her fears?
• Did I tell my prospect what to do?
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WordPower

46. Word Power
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