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Words That Sell by Richard Bayan
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Words That Sell

by Richard Bayan

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This review was published in German language, and in a slightly enhanced & more comfortable format, at my blog between drafts.

Regardless of what people say about this book (or its successor More Words That Sell): it’s simply an extremely helpful collection of the tried and true. Things that work. If you read some of the masters of the advertising trade, especially David Ogilvy, they hammer you with their advice to use words and layouts that have stood the test of time: words and layouts that sold the product. And no, it doesn’t stifle your creativity in the least. You still need a brilliant idea, and the copy will still be hard work, from your research to the finished piece. Words That Sell is immensely useful for giving you an idea as to what kind of headlines make people actually read your copy. The choice is yours, and there’s a myriad of possible combinations you can try and test for yourself. You should create your own headlines that work—but there’s no rule out there that you have to start from scratch, as if there were no such thing as the history of advertising.
  gyokusai | Jan 27, 2008 |
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Amazon.com Product Description (ISBN 0809247992, Paperback)

"A thesaurus that works as hard as you do . . . you'll wonder how you ever managed without it." -- Advertising Age Listing more than 2,500 high-powered words, phrases, and slogans, Words That Sell is the ultimate reference for anyone who needs instant access to the key words that make the difference in selling. Arranged by category for handy reference, it covers everything from "snappy transitions" to "knocking the competition," from "grabbers" to "clinchers." There are 62 ways to say "exciting" alone; 57 variations on "reliable"! Whether you are selling ideas or widgets, Words That Sell guarantees the expert sales professional an expanded, rejuvenated repertoire and the novice a feeling of confidence. Features: Cross-referencing of word categories to stimulate creative thinking Advice on targeting words to your specific market Tips on word usage A thorough index A concise copywriting primer A special section on selling yourself The first real improvement to the thesaurus since Roget, Words That Sell is an indispensable guide to helping you find great words fast.

(retrieved from Amazon Thu, 12 Mar 2015 18:21:23 -0400)

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