John Carlton - Power Words Special Report

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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

Urgent

Explosive

Stunningly vicious Firestorm

Insider information

Blast out of Controlled

Maim

Deep end of the pool

Silenced

Dominate

Crucial

Exploit

Unbelievably devastating

Heat up

Stun

Intensive care Actively engaged Mojo

Explosive power

Rip

Blitz

Take down

Brand spanking new

Secretive

Vulnerable

Forced

Wounded duck

Crammed

Blind-spot

Powerful

Ignored

Vicious Wickedly effective

Copyright John S. Carlton

Page 2

Kicked-in Wobbly Insight Superiority

Up close and personal

Shocked and amused

Elite

Total submission

Marked for death

Excruciating

Raw but ready

Neutralize

Blazingly obvious

Monster-sized

Glaring Tremendous Forgotten tactics

Crush Respect

Grab and run

Dazed Fear

Dragged kicking and screaming

Nightmarish Threat Inflict Street-tough

Untapped resource

Massive Afraid Bull charge

Quivering

Survive Lean and mean

Mega-valuable

Taste Surreal

Blood and guts

Instantly traumatizing

Ingenious

Shock

Confused

Blinding

Pain-rich

Immobilizing

Combat

Unexpected

Front-line trenches

Dark alley Jacked-up Nasty Bone-crunching Nerveshattering

Helpless Possession

Copyright John S. Carlton

Page 3

Attack

Lure Rocked

Amazing

Massive Slash

Infested Master's level savvy

Bandit

Easy-toimplement

Submission

Abandon

Confidential

Deadly Rage

Slaughter

Maximize

Tickle

Liability

Inflame

Legal loopholes

Cutting edge Quasi-legal Coax Confusing

Awesome Tease Blast

Almost overnight

Ridicule

Urgent

Slay Boost

Eat up your promised tax cut

Implode

Audit-proof

Dangerous

Crap out

Wealth

Obsolete

Ecstasy

Strategies

Heaven

Elite

Bribe

Brilliant

Reversed Incredible Limited Dominate Cured Astonish Freak out Killer Cold-cock Liar Bribe Jumps tart

Copyright John S. Carlton

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Bulldog tax attorneys

Avoid

Glitch

Demand

Certify

Secret

Deny

Scour

Protection racket

Discover Most respected names in tax law Mumbo-jumbo

Procedural traps

Victim

Tactics

Line your pocket

Arouse suspicion

Required knowledge Accumulate wealth Trap

Privy to insider information

Excuses Triggers Lop Virus

Brutal

Shelter Cash

Private

Bonanza Breakthrough

Plain English "Crack the code"

Genius Get around the rules

Permanently damaged Supercharge

Secret source

Wrong track Unexpected

Legal magic act

Thumbs up Bulletproof

Interest-free loan

Grab

Hidden tax

Gargantuan

Tools

Courtesy

Hands off

Voodoo Bloody Dirty tricks

Copyright John S. Carlton

Page 5

Routine

Every penny

Fund lavishly

Tax-proof

Steady flow of inside information

Penalty

Vast

No risk

Shrink

Smoothly

Strictly

Robbed

Touch

Make waves

Stuff

Generates

Gamble

Free money

Underestimate

Jackpot

Overlooked

Serious problems

Performs extra duties

Hidden assets

Secret weapon

Feast

Stop it cold

Most people miss out

Bump you into a higher bracket

Sock away Lucrative Deduct it anyway Cleverly disguised

Devours Penalties

Donate

Earmarked

Risky

Must-read

Shortcut

Twist

Instantly Pocket more money

Valuable

Out of luck Thanks but no thanks

Copyright John S. Carlton

Right off the top Double the usual amount Write-offs

Kick in Mutate Nightmare

Pleasure holiday Hidden fortune

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Sideline business

Simple fix

Honest loophole

Ignore Shrinks

Assume Luxury

Rake in

Unreasonable Dispose

Rare No way to lose Magic

Too good to be true Instantly valuable

Little-known Off the hook

What you'd otherwise miss out on

Skip

Collect immediately Year after year Directly affect you Back into your pocket

Transfer Defies common sense

Confession Unexpected Disgruntled

Advice Make it legally disappear Negligent Reckless

Secret deadline

Iron-clad

Negotiate

Generous

Sweetheart deal

Stronger

Psychological tactics

Disregard

Nothing comes close Bottom-line

Devastating Jumps up to the next level

Walk away from it

No hassle Nasty tax trap

Copyright John S. Carlton

Your fair share Savvy

Refuse to take any gruff

Astonishing

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Private Swiss account

Jaw-dropping power

Even if you later decide

Uncle Sam

The expert category

Extra expense

Ignores

Deluxe

Massage Certificate

Tax-friendly Muscle memory

Scrutiny

Zero taxes Confidence

Forced to settle

Forfeit Skill Cash-rich Honest-to-God

Shelter income Shrink

Advanced

Offshore Explode

Discover

Opportunity Research A fraction of what you owe

Keel haul Escape

Dodge

Boost

Neglect

Within the hour

Pack up and leave

Change your life Amazing Targets

Absolute Specific

Wire tap

Primal Figure out

Secret hit list

Pinpoint accuracy

Dirty tricks

Faster than you ever dreamed possible

Paper losses Beat the rap

Copyright John S. Carlton

Deepest wish Frustration Pure baloney Impatient

Page 8

Nonsense

Smack

Down and dirty

Clear away the fog

Impressive

Something scary

Bet

Seriously reconsider

Artistic grace

Materialize

Fool

Scenario

Learn the hard way

Examine

Homemade

Spraying shots

Kitchen table

Knocked out

Obliged

Keen

Blew my mind

Like a Rainbird sprinkler

Oblivious

Coming up through the ranks Best part Scientifically Tailored

Special opportunity

Pathetic Effective

Blab Shadow

Test drive

In the dark

Golfing heaven

Horrible 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 death

General public

Boomtown

Civilians

Heart's content

Transform Forever Not pay a nickel

Hint Serious Bad feelings

Hollywood production

Understand Listen up Poured our hearts into it

Stunning Willing

At your own pace

Consistent Stress-free

Empty your wallet

Dying to know

Bend over backwards

Cartoon

Handle it

Authorized

Create

Insider contacts who know the ropes

Completely lacking in credibility

Know where the bodies are buried

The real thing

Scratch the surface

Butt ugly

Word of mouth

Local

Ripped off

Bird dog

Shell out

Eager

Demand

Throw-away techniques Heck +.

Copyright John S. Carlton

Zero risk

Page 10

Generous

Shrewd

Freak out

Put it on the table

Discontent

Hardcore

Thousand yard stare

Revealed

You snooze, you lose Add a tiny edge

Cheating

Respect and awe

Trash talk Odd

Battlehardened

Intimidation

First peek

Best on the planet

Sneak peek

Befuddlement Seeds of doubt Grow like a weed

Shockwaves Sneeze

Cool

So-called

Tactics

Closed door meeting

Lack of focus

Crush

Financial bodybag Obliterate

Money and pride on the line Ensure Shaking in fear Devour them alive

Stockpiled Wow

Gets in your face

Absolutely free

False confidence

Hot to trot

Fistfight

Try it out

Life-and-death

Lethal World stage

Roamed deep behind enemy lines

Connection

Eliminate

Stunning peek Perfectly legal

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 Commando

Locked up

Drill

Gain access through the back door

Completely new

Revelation

Obsolete

Chilling detail

Feel like a tiger Pocket an easy ten bucks Don't believe me Total fluke

Astonishing Inner circle

Total flake

Disarm Love Require Magically

Slave-ship seating

Just over the border Insane

Catch Batch

Copyright John S. Carlton

Thorny Share the wealth

In the mud and the blood and the beer

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Everybody and his brother

Right down the pipe

Deliver the goods

Shoot

Embarrass

Super-hot

Lying bastards

Humiliate

Smokin'

Lazy weasels

Awesome

Painless

October surprise

Head-shaking results

Original Eagerly

Stumble on

Check it out Corne clean

Cold cash

My own wallet

World-wide

Trouble

Earn without work

Totally convinced

Threatened

One-two punch

Six-pack abs

No sweat

Enrages

Exciting

Gouging

Fat ten spot

Insist

Kidnap

Cement his status Test drive Master it in a short afternoon Cold, hard facts A new fact of life Hurt

Endlessly

Forced Fact-check

Dares

Special Bailout

Fun

Allover the globe

Shoo in

Flown in

Knock

Raw rookies

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 insane

Mysterious

Boogie down

Biochemistry Speed read

Dramatically

Vast majority Gauge

Counterintuitive

Major trouble Stroke

Trust

Sink

Liar

Edge

Pure gutwrenching agony 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

Proper

Pay the price

Killer

Humiliate your neighbors

Square

Copyright John S. Carlton

Complete mastery Off the wall Dares

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

Parade

Desire

Smile so hard your cheeks hurt

Perfidy

Maximum

Cannot lose

Love

Refuse to believe

Sabotage

Private Reserve

Desire Pulling your leg

Empty

Witch

Outrageous

Power

Hunt it down

Arrogant

Intense

Experts

Rumor

Convince

God-forsaken

Blithering

Claim

Fortune

Sheer nonsense

Package Personally Time limit Dead solid perfect Can't be this easy Break some hearts

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 flat

Passion Relax Ultimate

Relish Blow it

Personal and confidential

Beer can Install Whack

Spoil the fun Looney-toons

Spoiled For your eyes only

Twisted Laser-like focus

Guts Catch his act Improvised

Skeptical

Cool as ice

Open mind

Walk away

Shattered Endured Trial run Monster

Nervy Calm as a sleeping puppy

Big boss man

Put your ass on the line Submission

Emergency Compact

Rhythm Hysterical Massive

Severe Dangerous

The Big Boys

In a blink Fringe

Pissed off

Copyright John S. Carlton

Page 16

Break out in a cold sweat

Settled down

Mumble

Determined

Screw

Knock

Legends

Money zone

Hinge

Recognize

Bank shot

Bit me on the ass

Money shot

Pirated Involved Exploited Lifethreatening Dark corner

Evidence Confront

Without fanfare or drama

Exclusive Stung Blow away

Avoid Wedge issue

Pull my leg

Big mistake

Of course you do

Tote

Grind it out Drain Flash

Ramble In the money

Subtract

Rely on it

Crucial

Disaster Sopping mess Burst

Grasp the importance

Drench

Injury Laughed at me

Finally figure it out

Create

Hotshot

Arrogant

Ruined Financially

Lazy

Zen master

Truth

Explain Patiently

Esoteric

Damn lies

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 advantage

Crazed

Pull your punch

Intent Butt-end of it Subterfuge

Ignoble Silenced forever

Siren song Butt ugly

Blew it big time

Specious

Forgotten hero

Heroes and villans

Deliver

Sad

Shuck and jive

Render

Oceans of it

Recoil

Asunder

Lumber

Reel from the shock

Burst

Slumber

Rubber neckers

Dream on, cowboy

Ready, fire, aim

Tornado

Sodden

White knight

And the horse you rode in on

Sulk

Skit

Loveless

Silky

Rustle

Copyright John S. Carlton

Page 18

Mysterious rider

Beatnik

Soothe

Bums and winos

Replenish

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 Cruel fate

Lopsided win God's wrath

Enable

Snail mail

Disable Genie in a bottle

Unfazed Descend Filthy lucre Render unto me

. Pandora's box Crunch time Lukewarm

Top notch Over-the-top Bleak

Sudsy Precious Foam

Dreary Languid

Flotsam and jetsam Bragging rights Brain cells

Liquid

Insufferable snobs

Limpid

Snooty

Loose as a goose

Caress Invest

Paisley

Fevered brow Sort out

Copyright John S. Carlton

Page 19

Lighten up

Neurotic

Massive

Genius

Wimps and weasels

Homage

Worry-wart

Ham it up Pyramid scheme Home team

Wrangle Dire

Bloke

Tangle Nonsense

Sneer

Tingle Purity

Pretend

Blissed out Drug den Snuggle

Profound Scamper

Put away on a shelf

Scrap metal

Credit Asinine

Disheveled

Knocked off

Zebra

Goof off

Ripped off

Zonked

Moron

Ticked off

Sleuth

Bitchin'

Show off

Wraith

Professional fame

Bleach

Barricades

Blind

Pander

Sour

Dandy

Wide as a city block

Esoteric

Snatch Scurry off Ditch 'em

Quaff Barf

Neurons Duck

Gangly

Burn out Ransom

Copyright John S. Carlton

Page 20

Errant

Yearn

Silly

Bruise

The honor is mine

Fungus

Contrary

Crank out the 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

Manhandled

Cart off like pillaged goods

Gnarled

Ripping good yarn Duke it out

Drama queen Kooky Engineered without morals

Financial restraining order

Franchise player

Kill it, don't maim it

Shambles

Good enough to eat

Like a bad horror flick

Wrenched

Last chance

Under siege

X-ray vision

Investigate

Done

Lambaste Stupefy Mercy

Copyright John S. Carlton

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