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WordPower	
11TechniquesforWritingMorePersuasiveCopy
11WordPowerWords
1Relate2Qualify3Amplify
4Specify5Simplify6Entertain
7Engage8Activate9Prove
10Pacify11Direct
@feldmancreative
Relate
@feldmancreative
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
@feldmancreative
Pain?
Relate
@feldmancreative
Reality.
Relate
@feldmancreative
Qualify
@feldmancreative
When you turn some people off,
you turn some people on.
@feldmancreative
Qualify
This ain’t for you.
“It’s too spicy.”
@feldmancreative
Qualify
Exclusivity.
Only open this if
you want to be a
great writer.
@feldmancreative
Qualify
Got this problem?
Still using
spreadsheets?
@feldmancreative
Amplify	
Amplify
@feldmancreative
Amplify
Feeling you.
@feldmancreative
Troubles?
Amplify
@feldmancreative
Specify
@feldmancreative
Specify
Credentials.
@feldmancreative
Facts. Stats.
Research.
Specify
@feldmancreative
Get this, not that.
Specify
@feldmancreative
Simplify	
Simplify
@feldmancreative
Simplify
Speed.
@feldmancreative
Simplify
Ease.
@feldmancreative
Entertain
@feldmancreative
You can’t bore people
into buying.
~_
@feldmancreative
Entertain
Humor.
@feldmancreative
Entertain
People. Stories.
@feldmancreative
Entertain
Analogies.
Metaphors.
@feldmancreative
Engage	
Engage
@feldmancreative
Engage
Question.
Connect.
@feldmancreative
Engage
Curiosity gap.
@feldmancreative
Engage
Focus on you.
@feldmancreative
Engage
Fight for a cause.
@feldmancreative
Ac0vate	
Activate
@feldmancreative
Actions speak louder than words,
but words inspire action.
~_
@feldmancreative
Activate
Verbs rule.
@feldmancreative
Activate
Guide.
@feldmancreative
Prove
@feldmancreative
Prove
Numbers.
@feldmancreative
Prove
(Believable)
testimonials.
@feldmancreative
Pacify	
Pacify
@feldmancreative
Pacify
Overcome
objections.
@feldmancreative
Pacify
You don’t need...
@feldmancreative
Direct	
Direct
@feldmancreative
Here, now.
Direct
#ConvCon @feldmancreative
WordPower
1Relate2Qualify3Amplify
4Specify5Simplify6Entertain
7Engage8Activate9Prove
10Pacify11Direct
@feldmancreative
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?
@feldmancreative
WordPower
Word Power
Thankyouforjoiningmefor
Questions?Emailme:
barry@feldmancreative.com

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