Power Verbs

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

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.

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. "

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

Best,
Ewen

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!

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.

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.

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''.

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

so what are the rest of the power verbs?

This. Thread. Sucks.

Imagine that...

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.