A M~Y~ett~ Rebel

s-peet~l Report 0&1\,,,,,,,

POWER
WO S
 A MQ ylutt~ RebeL
s-pec(,QL Report ov\,...

POWER

I've had a couple of revelations in my career that have instantly improved my ability to
write killer copy. The was to the insider secrets of world-class salesmanship,
and translate those shrewd printed

I learned to write a convenational manner - not like some starched-up

used grammar and fancy twenty-five cent words the Then
great "Elements of Style" by Strunk and White), I to abandon
"",,1'Iu_ in my writing,.. to use "amon verbs" that single-handedly told
a story by themselves.

This last discovery - using action to pump up my copy - morphed into the
art of using what I call "power words". Sometimes these are verbs that convey actio~
sometimes they are nouns with shock value. sometimes a phrase (or a twist on a
cliche) that catches hold of the reader's and won't let go.

Here is how I explain it: power word is any word that carries its own
emotional wallop. No one reads a good power word without having their heart beat a
little faster, mind explode with old memories, or at some tiny of their
"vd~......... taking Take the word "humiliate", No one that word without
having a visceral reaction to Everyone has humiliation at some point. So,
when I in a headline that an old golfer, pounds overweight and crippled with
arthritis" routinely goes out and humiliates younger, PGA it
creates some drama, with a story already loaded into it
 Most of the following words are action verbs. Some pack a huge emotional
wallop, while others just tickle your memory or senses. But none of them are boring -
and the Number One Rule or good ~opy is to never bore your reader. Take the word
''walk'', as in "he walked down the street". Nothing much going on with that word.
Change walk to ''waltz'' ... or "crawled"... or "minced"... or "scrambled"... and you create
a definite image in the reader's mind.

Even using afew well-chosen power words in your copy, here and there, will
instantly increase your reader's interest. It's the cornerstone of great, compact, intense
writing that compels.

These words were pulled out of ads I wrote last year, with help from my friend,
Scott Haines (a damn good copywriter in his own right). There is no order, no logic
behind the listing. When you sense your copy is in a rut, read this for inspiration. And
see if it doesn't shake things up.

White hot Tap into Stunningly

vicious
Urgent Explosive
Firestorm
Insider Blast out of
information Controlled
Deep end of
Maim the pool Silenced

Dominate Crucial Exploit

Unbelievably Intensive care Heat up

devastating Actively
engaged Explosive
Stun Mojo power

Rip Blitz Take down

Brand spanking Secretive Vulnerable

new
Forced Wounded duck
Vicious
Crammed Blind-spot
Wickedly
effective Powerful Ignored

Copyright John S. Carlton Page 2

 cked-in Up ose and Shocked and
personal amused
Wobbly
ight ite Total
submission
ority

Glaring
Raw but ready Neutralize
Tremendous
azingly Monster-siz
rgotten obvious
t ics Crush
Respect
and run Dazed

Dragged Nightmari
kicking and Threat
screaming Inflict
Street-tough
Untapped Massive
resource Afraid
Bull charge
Quivering Survive
Lean and mean
Mega-valuable Taste
Surreal
Blood and s stantly
traumatiz Ingenious
Dark alley
Shock Confused
Jacked-up
Blinding Pain-ri
Nasty
Immobiliz Combat
Bone-
Unexpected Front-l
Nerve- trenches
shattering Helpless
Possess

Copyright John Carlton Page 3

Attack Mass
Rocked
Amazing 81
In
Master's level sy-to-
savvy t impl

UJ..IllL.L S s ion Abandon fident

Deadly 8 Maximize
Rage
ckle lity
cutting
Inflame Legal
Quasi-l 1 loopholes

Awesome
Tease
s
B
I
Urgent
Limited
Sl Eat your
Dominate promi
Boost
Cured
Implode t f
Astoni
rous Crap out
out
Wealth Db
ller
y es
Cold-cock
Heaven El

IIi
Bribe
Jumps

Copyright John S. Carlton Page 4

Bulldog Avoid itch

Demand ify
scover
Sec Deny
Most re
names in Scour

Mumbo-jumbo traps
knowledge
Victim Tactics
Accumul
Line your Arouse
pocket suspicion
Trap
Excuses
rs

rus
Shel
Cash
e za
Breakthrough
i Gen

"Crack the Get

code" rules
Supercharge
Secret source Wrong track
Unexpected
Legal magic Thumbs up
act
1 loan
Voodoo
Grab
oody
Gargantuan Tools
rty
Courte Hands off

Copyright John Carlton PageS

Routine Every penny Steady flow of
inside
Fund lavishly Tax-proof information

Penalty Vast No risk

Shrink Smoothly Strictly

Robbed Touch Make waves

Stuff Generates Gamble

Free money Underestimate Jackpot

Overlooked Serious Performs extra

problems duties
Sock away
Hidden assets Secret weapon
Lucrative
Feast Stop it cold
Deduct it
anyway Most people Bump you into
miss out a higher
Cleverly bracket
disguised Devours
Penalties
Donate Earmarked
Right off the
Risky Must-read top

Shortcut Twist Double the

usual amount
Instantly Valuable
Pocket more Write-offs
money Kick in
Pleasure
Out of luck Mutate holiday
Nightmare
Thanks but no Hidden fortune
thanks

Copyright John S. Carlton Page 6

 Simple f Honest
ss loophole
Ignore
Shrinks sume
Luxury
Rake in
Di se

good y
No way lose true
after
c I year
valuable
Little-known Directly
What you'd affect you
f hook otherwise miss
out on Back into your
Skip
Trans
De scammon Can ss
sense

Advice
deadline Iron-cl
Make
lly Negoti Generous
dis
Swee Stronger
igent
Nothing comes
ss Psychologi e
ics
Disregard 1
t
Your
Walk away from share
it
hass Savvy
fuse to ta
ty tax any gruff Astonishing

Copyright John S. Carlton Page 7

 luxe Swiss Jaw-dropping
power
Even if you
de Uncle Sam
category
Extra expense Ignores
Massage
Ce ficate Tax-friendly
Muscle memory
Scrut taxes
f
to
S 11
Ca ch
r Honest

Offshore Advanced
Explode
Opportunity Discover
search
A ion of Keel haul
what you owe Escape
Change your
Dodge Boo life

Within zing

up Targets
leave olute
fic
Wire tap
gure
Pinpoint
list accuracy Deepest wish

Di tri ster Frus on

you ever
losses dreamed baloney
sible
Beat Impatient

Copyright John S. Carlton PageS

 y Outsider

Ooze

Bel 55 cut down

Copyright John S. Carlton Page 9

Accurate Impossible Share

Lazy Muddle along Dead broke

Suddenly Stumble Choose

Scared to General public Boomtown

death
Civilians Heart's
Transform content
Forever
Not pay a Hint
nickel Serious
Bad feelings
Hollywood Understand
production Listen up
Poured our
Stunning hearts into it Consistent

Willing At your own Stress-free

pace
Empty your Bend over
wallet Dying to know backwards

Cartoon Handle it Authorized

Create Insider Completely

contacts who lacking in
Throw-away know the ropes credibility
techniques
Know where the The real thing
Heck bodies are
buried Zero risk
Scratch the
surface Butt ugly Word of mouth

Local Ripped off Bird dog

Shell out Eager Demand

Copyright John S. Carlton Page 10

 s Shrewd Freak out

Put it on Discontent Hardcore

Thousand yard Reveal

You snooze, stare
you lose spect and
Cheating awe
Add a
edge T talk le-
Odd rdened
fuddlement
ion r k
of doubt
Best on k k
Grow like a
weed Shockwaves
ze
Cool So-cal d
Closed
Tact meeting
bodybag
Lack of focus Crush
ObI
Money and stockpi
on the s in your
line Wow

Ensure Absolutely False

confidence
Shaking in
Hot to Fi fight

Devour Try out -and-death

ive
Roamed deep
Stunning k enemy
World stage lines

ion Eliminate

Copyright John S. Carlton Page 11

Unrelenting So ed

ion Rout ly

ed bulldog ent

Unhappy Takes all the

money
Sought-a

or
king
dread
Talli
r sui de

Bad r
Locked
like a
n access tiger
through the
k door an easy
ten bucks
1
' t believe
Chilling me
1
tonishing
Inner
Disarm ake
Love
Require Just over
S ship border
ly s ing
Insane
Thorny
In mud and
Share the ood and
beer

Copyright John S. Carlton Page 12

Everybody and Right down the Deliver the
his brother pipe goods

Shoot Embarrass Super-hot

Lying bastards Humiliate Smokin'

Lazy weasels Awesome Painless

October Head-shaking Original

surprise results
Eagerly
Stumble on Check it out
Corne clean
Cold cash My own wallet
Cement his
World-wide Trouble status

Earn without Totally Test drive

work convinced
Master it in a
Threatened One-two punch short
afternoon
Six-pack abs No sweat
Cold, hard
Enrages Exciting facts

Gouging Fat ten spot A new fact of

life
Insist Kidnap
Hurt
Endlessly Forced
Fact-check
Dares Special
Bailout
Fun Allover the
globe Shoo in
Raw rookies
Flown in Knock

Copyright John S. Carlton Page 13

Broken Too hip Bored

Handicap Ammunition Fake it

Not normal Solution Rub it in

Not right Major flaw Shave off

Improve Sensitive Glamorous

Scoff The end result Scuff

Warm-up Drive 'em Mysterious

insane
Boogie down Biochemistry
Speed read
Dramatically Vast majority
Gauge
Counter- Major trouble
intuitive Stroke
Pure gut-
Trust Sink wrenching
agony
Liar Edge
Miserable
Pit Hint
Tricks
Profuse Price you pay
Scoop
Broken Wrong!
Nail it
Fabulous Face up to it
Demolish
Get a grip Get the yips
Complete
Proper Pay the price mastery

Killer Humiliate your Off the wall

neighbors
Square Dares

Copyright John S. Carlton Page 14

Flip Beast Years away

Natural Humbled Gorgeous

Judge Prove it Jaw-dropping

Skulled shots Airborne Nasty ailment

Pinch Hidden power Rank beginner

Punch Launch Lying bastards

Pounce Howitzer shot Struggling

Purr Breathtaking Smile so hard

your cheeks
Parade Desire hurt

Perfidy Maximum Cannot lose

Love Refuse to Sabotage

believe
Private Desire
Reserve Pulling your
leg Empty
Package
Witch Outrageous
Personally
Power Hunt it down
Time limit
Arrogant Intense
Dead solid
perfect Experts Rumor

Can't be this Convince God-forsake n

easy
Blithering Claim
Break some
hearts Fortune Sheer nonsense

Copyright John S. Carlton Page 15

Nano-second spite Shut up

ze money Cocky

ifying Hot to know Shuf your

work on
Move up fast
Colle It's all wrong
Minds
Cold r s
f Relax
Ultimate
Reli Personal and
Blow it confidential
Beer can
fun Spoiled
s 1 toons For your s
Whack only
Twi
i Guts
Catch his act
Improvised
Skepti Cool as ice
Shat
mind Walk
Endured
run Nervy

Monster Calm as a on
sleep puppy
boss man Submission
Emergency
Rhythm

Massive re
Dangerous
The Big Boys In a

s off

Copyright John S. Carlton Page 16

 a 1 down Ie
sweat
e ned Screw
Pi
Knock Legends
I
zone Hinge

ze k shot

ening B me on the ney shot

ass
corner nce
front
Without ive
or
Avoid
issue
it out
1 my leg Big mistake

course you e
a

In money ct

lyon al
ng mess
the
importance nch
I
ly figure ere e
me out

i ly

y r

Es ric Damn lies

ly

Copyright John S. Carlton Page 17

 Seduce Rat poison

Reduce Sly look

Rattle Induce Coy

Roll it on out Blanch Unbridled

Survive Pitch black st run

Dank recesses Advantage Fanatic

Ruminate Unfair Cra

advantage
Pull your Intent
punch Butt-end of it
Subterfuge
Ignoble Siren song
Blew it big
Silenced Butt ugly time

Spe ous Forgotten

Heroes and
villans Deliver Sad

Shuck and jive Render s it

Reco Asunder Lumber

I from the Burst Slumber

shock
Rubber ne on,
Ready, fire, cowboy
aim Tornado
And the horse
White knight you rode on

k S t ss

Silky tIe

Copyright John S. Carlton Page 18

Mysterious Beatnik Soothe
rider
Bums and winos Replenish
Snail mail
Lurid Mock
Web of
intrigue Cheesy Rake it in

Intrinsic Ripe Monsoon season

Odd behavior Weathered Bled dry

Missing link Grainy Notch

Fatality Down and out Jerk

Druids Lopsided win Enable

Cruel fate God's wrath
Disable
Genie in a Unfazed
bottle Descend
Filthy lucre
Pandora's box Render unto me
Crunch time
Lukewarm Top notch
Over-the-top
Sudsy Bleak
Precious
Foam Dreary
Languid
Flotsam and Insufferable
jetsam Liquid snobs

Bragging Limpid snooty

rights
Loose as a Caress
Brain cells goose
Invest
Paisley Fevered brow
Sort out

Copyright John S. Carlton Page 19

Lighten up ic ssive

Genius Wimps and

weasels
Wor Ham up
Pyramid s
Home
re
Bloke
Nonsense
Tingle r
Purity
Blissed out Pretend
Drug den
Snuggle
Scamper
away on a
s If Scrap

Di led Knocked a Zebra

Goof a Ripped off Zonked

Moron off Sl

tchin' Show a Wraith

ss Ba s

ind Pander
ch
Sour Dandy
Scurry off
Wide as a city Esote c
Ditch 'em block
Quaff
f Neurons
Duck
out
sam

Copyright John S. Carlton Page 20

 The honor is
mine
Silly Bruise
Crank out
Fungus Cont moolah

e led Bad karma

Gender-bender Shadowy Game lame

Princely sum e cured

det Is
Hug Dunce
Wrong j ce
e Errant
ter Stymied
Irrefut e
evidence Squel Zinger

Numb
number two
1 b Belittle
Ripping good
Manhandled like
goods
led Duke it
Drama queen
Kooky

Lambaste

Stupefy Franchise Kill it, don't

player maim it
rcy
Good enough to Like a bad
Shambles eat fli
Wrenched st ce Under siege

vision Investi Done

Copyright John S. Carlton Page 21