The Big Book of Words That Sell by Bly, Robert W. -- Read -- Imperial Library of Trantor

Index

Front Cover Title Page Dedication Copyright Acknowledgments Table of Contents Introduction I. Targeting and Engaging Audiences

1. Identify Your Target Market 2. Trigger a Receptive Attitude 3. Lure the Prospect into the Copy 4. State an Analogy 5. Arouse Curiosity 6. Move Readers Emotionally

a. Stroke the Reader’s Ego

7. Marketing to Businesses

II. Grab Attention

1. Announce Something New

a. Highlighting First-to-Market Status b. Emphasize Innovation

2. Give the Reader News 3. Convey a Sense of Urgency

a. Enhance the Deal b. Date Motivators c. Be an Early Adopter

4. Warnings and Alert 5. Unusual, Out of the Ordinary

III. Create a Perception of Superior Value

a. Stand-alone Value Keywords b. Associative Value Keywords c. Comparative Value Keywords d. Adjectives and Phrases for Quality e. Adjectives for Attractive Appearance f. Quantity as Value g. Cost Benefits 1. Stress Savings and Selection 2. Extend a Special Offer

a. Cost Reduction b. Ease of Purchase c. Value Multiplier d. Reduced Customer Risk e. Company Repuation

3. Capabilities

IV. Underscore Product’s Advantages

1. Identify the Applications 2. Document Key Features 3. Highlight Special Features 4. Underscore Product Advantages 5. Stress That Product Is Quick and Easy to Use 6. Stress Customer Service and Support 7. Stress Convenience 8. Stress Safety 9. Stress Performance

V. Give Proof of Effectiveness

1. Convince Others to Accept Claims

a. Organizational Approval b. Certifications c. Measure vs. Previous Iterations

2. Disarm Skepticism

a. Talk Frankly b. Monetary Guarantee c. Testimonials d. Keywords to Engage Customer Trust

3. Negate Objections 4. Educate the Consumer

a. Convey New Information b. Correct Misconceptions c. Guides and Reports

5. Provide Proof 6. Verify Performance 7. Create Confidence in Your Company or Brand

VI. Convert Call to Actions into Sales Revenue

1. Generate Leads

a. Effective Imperative Keywords b. Offering Autonomy to Customer

2. Get People to Say Yes

a. Rhetorical Questions and Statements b. Appeal to Customer Desires

3. Thank Prospects for Replying or Buying

Appendices

Appendix I: The Discovery Process Appendix II: The Eight Fundamental Steps of Persuasive Writing Appendix III: The Copyediting Checklist Appendix IV: The Unique Selling Proposition Appendix V: The BDF Formula Appendix VI: The Secret of the 4 U’s Appendix VII: Writing Copy: Where Do You Start? Appendix VIII: Ten Options for Illustrating Your Promotions Appendix: IX: How to Create Irresistible Offers

Sources And Resources About the Author