This document discusses the use of "power words" in writing and storytelling. It provides examples of power words from Winston Churchill that evoke emotion. It then lists categories of power words and examples for each: words that evoke fear, encouragement, anger, safety, and forbidden/secretive concepts. The purpose of the power words is to engage the audience and draw them from one emotion to another. Skillful writers and speakers know how to use carefully chosen power words to achieve this.