Power Verbs

[Alex Cohen]

I received another list of "power verbs" in my email today.

For those of you looking to improve your copywriting skills, forget about using lists of "power verbs". Instead, just be sure to use verbs that cause mental imagery in your prospect's mind.

For example, the word "get". Get doesn't create mental imagery, but words like "snare" or "snag" or "score" do.

Call 'em "power verbs" if you want to. But don't restrict yourself to a few words on a list some guru or guru-wannabe publishes.

Alex

[WebRank1]

Forget verbs all together. Like mr Schwartz said, 'everything you have been thought about language and grammar is absolutely useless'.

[ewenmack]

Alex you have murdered all hope of the "easy way".

Is this a ploy to have struggling marketers come to you for salvation? [grins]

Best,
Ewen

[Ken_Caudill]

Originally Posted by WebRank1

Forget verbs all together. Like mr Schwartz said, 'everything you have been thought about language and grammar is absolutely useless'.

Anyone who calls himself a writer and denigrates grammar is either a charlatan or a fool.

[WebRank1]

Actually it is not that grammar is useless but the things you are though in school about grammar are.
There are only two types of words, Picture words and Connecting words.

[Ken_Caudill]

Originally Posted by WebRank1

Actually it is not that grammar is useless but the things you are though in school about grammar are.
There are only two types of words, Picture words and Connecting words.

Who tells you these things?

Ignore them.

[WebRank1]

Gene Schwartz. And I will not ignore them because they are extremely good points. Ain't copy writing about painting pictures? Ain't copy writing about using words to create a new reality for your prospect?
It is all about images. Let me quote something from Gene himself:

"THE FIRST THING you have to do with this book is forget
everything you were ever taught about grammar!
If you were taught grammar in school, your ability to speak
well, and write well, was crippled. Because the old grammar *
the school grammar - is not only wrong, but disastrous. And
you simply have to forget all of it now.
First of all, you have to throwaway its definitions. You have
to realize that there are no such things as nouns, pronouns,
verbs, adjectives, and all the rest. (They never did make sense,
did they?)
Forget even their names. No more nouns. No more pro*
nouns. No more verbs. None of them work. None of them
show you how to take your thoughts, put them into words,
and link the words together into sentences that are simple,
that are clear, and that make other people think the way you
do.
Here, instead, are some definitions, and rules, that do just
that.
We can say, as our first rule, that all language is made up of
two - and just two - working parts. Two different kinds of
words.
The first of these is what we will call Picture Words. (Or, if
you wish, Image Words.)
And the second is what we will call Connecting Words. (Or, if
you wish, Relation Words.) "

"A Picture Word is a word that carries a bUilt-in picture within
it.
When you say a Picture Word by itself, you see or hear or
feel or imagine something. Like Rose. Tree. Boy. Harry. Hit.
Itch. Thump. Blue. Swim. Slowly. Explosion. Truth. And all the
rest.
Each one of these words carries a picture inside itself. That
picture stands out by itself. You need no other words to sup*
port it. It is there. It exists. You can see it. Smell it. Taste it.
Touch it. Draw it. Show it on movie film.
And, above all, you can be sure when you say it that the
other person sees just about the same picture, too. "

"A Connecting word has no built-in picture within it.
When you say a Connecting Word by itself, therefore, you
don't see anything. Like a ... the . .. in . .. over . .. and . ..
yet. .. to... when... before.
And especially is . .. was... be. And all the rest.
Try them. Unless you put them in a sentence, they give you
no picture at all.
If you say them by themselves, they automatically seem in*
complete.
You automatically say, 'a what?"... "the what?" . .. "and
what?" . .. aver what?" . .. "to what?" ... "is what?"
By themselves, they are incomplete. They mean something
only when they are joined to another word - a Picture Word. "

[Ken_Caudill]

Direct sales copywriting is about selling product.

When you can do that, you're a direct sales copywriter.

Reading Eugene Scwhartz will not make you one. In fact, I'm tired of hearing about the old bastard. Let's let him rest in peace.

[ewenmack]

Originally Posted by Ken_Caudill

Direct sales copywriting is about selling product.

I heard that guy Gene was pretty good at selling stuff Ken.

Best,
Ewen

[Alex Cohen]

Originally Posted by ewenmack

Alex you have murdered all hope of the "easy way".

Is this a ploy to have struggling marketers come to you for salvation? [grins]

Best,
Ewen

Hmmm, Ewen, I stumbled into a marketing tactic and didn't even realize it!! LOL

Alex

[ewenmack]

Originally Posted by Alex Cohen

Hmmm, Ewen, I stumbled into a marketing tactic and didn't even realize it!! LOL

Alex

Or maybe it's so embedded into your DNA that it comes naturally as blinking?

Now that's something special!

Best,
Ewen

[Ken_Caudill]

Originally Posted by ewenmack

I heard that guy Gene was pretty good at selling stuff Ken.

Best,
Ewen

Yes, he was. It's a shame that we have an entire generation of young would-be copywriters who believe that bad writing is good copy because he wrote the words quoted in this thread.

I believe they would be much better off studying Ken Burns. That's the way things are going.

[ewenmack]

Ken, there maybe something said for "if your target readers are retarded, then write as they would, to be understood"?

Kind of mirror and matching, as in NLP.

There are so many sub-cultures that have their own language. Yet to be seen as credible to the group, you need to speak their language.

Language evolves. It isn't static. No one group has sole ownership to "the only words".

They are only a tool to communicate.

An African tribe has over 20 words for deer horn because they need more than us non-hunting city folks.

Likewise the way we construct our sentences is different to say the Cantonese or Dutch language.

Just another perspective.

Best,
Ewen

[Julie McElroy]

I have found that copywriting is not like the writing I learned in school! It is not my strong point as a writer - it always feels a bit sleazy and pushy! I am working on it though!

But, maybe I am going about it the wrong way - any recommended good copywriting books or info I can dive into? Please no $37 ebooks. A list of "power verbs" would even be helpful for me to toss into my toolbox!

[ewenmack]

Julie, a good way is to know "WHO" your readers are going to be first. Different copywriters and copy coaches write to different markets that resonate well for them, but wouldn't do so well for other markets.

Just like different cars suit different people.

Once you get that sorted, then ask again so we can direct you to the top writers you can learn from in that field.

Best,
Ewen

[Julie McElroy]

Thanks I appreciate that! Well, I guess the "who" might change depending on who the client is. But, I am considering corporate freelancing to add to my writing resume. I guess in general it would be a brick and mortar/offline business, but the niche and field may vary. I think a general copywriting book/guru would be a good start. Just peeled back this can o' worms.

[ewenmack]

Hi Julie,

Marcia Yudkin writes for and teaches the offline market.

Then there is Ann Convery Sales Training + Sales Techniques + Selling Tips | Los Angeles who will teach you the secrets to being sought after. Subscribe to her newsletter...it's far from boring!

Those two women will take you along way.

Best,
Ewen

P.S. Just went in to see Anne's new goodies she's offering her new subscribers...recordings of several people put in the hot seat and had their description of what they do, transformed from bland to exciting.

I'm betting these are the missing pieces to your puzzle.

Best,
Ewen

[Julie McElroy]

Double thanks - I think I will start there!

[Ken_Caudill]

Originally Posted by ewenmack

Ken, there maybe something said for "if your target readers are retarded, then write as they would, to be understood"?

Kind of mirror and matching, as in NLP.

There are so many sub-cultures that have their own language. Yet to be seen as credible to the group, you need to speak their language.

Language evolves. It isn't static. No one group has sole ownership to "the only words".

They are only a tool to communicate.

An African tribe has over 20 words for deer horn because they need more than us non-hunting city folks.

Likewise the way we construct our sentences is different to say the Cantonese or Dutch language.

Just another perspective.

Best,
Ewen

Advising writers to ignore the structure of language ( Which is what grammar is.) is ludicrous. It IS the tool you use to communicate. Of course there are different cultures and idioms. They all have a grammar, too.

If you actually read the copywriters who advance the notion that you don't have to be able to write to write, you'll find that the successful ones write good, readable English. They know how to write to their audience.

Who in their right mind would believe it takes no language skills to be a persuasive writer?

I will leave it to you as to who that audience is, but it ain't rocket scientists.

Someone interested in writing sales copy would be much better off analyzing how the self-appointed gurus sell their courses than wasting their money taking them.

If you cannot construct a sentence or think in the abstract, you have no business calling yourself a writer of any sort.

All languages consist of nouns, verbs and words that modify the two.

Anyone who tells you anything else is lying to you.

[ewenmack]

Ken, how about we pull the plug on this discussion as it is going way off topic?

I'm ending it in courtesy of Alex.

Best,
Ewen

[peejaydee]

I really disagree with the reference made earlier to picture words from Gene Schwartz's book. That assumes that everyone reads, interprets and visualises the written word in the same way, which is just not the case. Some people are visual and will conjure up a picture in their mind when reading - some will not. Just like some will read a book and hear an inner voice narrating the tale - others will hear nothing.
For me personally, I do visualise, that's how I get depth from my own reading, but not everyone does. For some, it's a superficial exercise from which they take only facts.

[Michael Newman]

Julie,

The folks at American Writers & Artists Inc. | Make Money Writing | Copywriting Courses | Get Paid To Write | Copywriting Careers have dedicated courses that are highly educative and comprehensive. The approach is not hypey, and that will resonate more with the offline/B2B market.

All the best.

On ''power verbs'': a thorough understanding of the intended audience is probably more important than looking for shortcuts in the form of some ''special words''. When we truly understand our market, coming up with words that'll drive them to action becomes a lot easier.

[Michael Newman]

I'm more of a Bencivenga guy:-) Gene and Gary are masters (yes, I know Gene is gone).

I personally find Gene's headlines a bit hard to swallow. Most seem fantastic. But they worked. He sold billions. Thus, I won't subscribe to the idea that he should be forgotten. There are some things to learn from him. Even if one does not see him as an ''ideal model''.

[cecc55]

Hi just new here, I'm confused, came here looking for the "Power Verbs", but couldn't see any on the first post. Just that he got emailed, is he selling them or what?

Len

[johnrapp]

so what are the rest of the power verbs?

[BrianMcLeod]

This. Thread. Sucks.

Imagine that...

[Shadowflux]

I don't feel that a secret list of magic words really exists, not unless you're studying the occult. The reason why the "power verbs" work is because they act on certain modalities, if you can gain any information from your prospect it should be what their main modalities are.

When you decipher someone's main modalities you have the fundamental keys to the way their brains process information, once you have those keys you can lead their thoughts toward the desired action.

There is something to be said for "power verbs", however:

"Learn this information and make a lot of money"

is nowhere near as convincing as:

"Steal these secrets and rake in the cash!"

I also don't think that grammar and proper sentence structure should be thrown out completely but the most important thing in writing anything is creating an effective flow which leads readers from the intro through to the action.

[GlobalMedia]

Thanx Alex for sharing ur experience with power verbs. I have always believed that it is not about the "power verbs" or any other decorative style but which word you use and how you place it matters.