The 12 Most Powerful Words in Ad Copy

As an online marketer and business practitioner in general I'm always working to develop ways to be a more effective marketer. Often I go back to my sales background to formulate strategy.

About ten or so years ago, I watched a segment on public television about advertising, marketing, and ad copy. I can't remember the name of it, but the production was very basic and rudimentary, but well done. They revealed the most powerful words in the English language regarding advertising and its effect on our psychology.

Recently I found an old legal pad that I actually jotted down some notes from this show. I still to this day keep a pad around for writing notes down and logging items of importance. Listed on this old pad were the most powerful words in ad copy.

This prompted me to do a search online to compare now with then and the results were actually the same. There were a few that weren't on the original list but the results were consistent.

As a buying public we have grown more sophisticated in recognizing when we're being sold and even wary of it, but nevertheless, we are consumers. We even know when our hot buttons are being pressed and many of the tactics used on us.

I'm not sure these words have the same impact they once did, but I thought I would post them anyway, as I feel it is good to know. I'm sure sprinkling a few of these words throughout your ad copy wouldn't hurt matters. We use many of them anyway probably just out of utility and habit.

Here are the 12 words:

1. You
2. Save
3. Money
4. Easy
5. Guarantee
6. Health
7. Proven
8. Safety
9. Discover(y)
10. New
11. Love
12. Results

To these 12 add one more - FREE

Take a Step Toward Action

I was recently told this "blonde joke" and of all the ones I've heard, this one was different and actually has some meaning hidden beneath the humor. Now I know blonde jokes are all kind of passe' and only offer a mild chuckle at most, besides, most of the blondes I've met are pretty smart. For the sake of this story, we'll just call the main character, a "poor soul".


A poor soul was at the end of their rope and was losing all hope. This soul worked and worked and still could barely get by. They had a mortgage to pay, a car payment, a family to feed, shoes and warm clothes to buy for the kids, the light bill, gas to get to work, and a neverending list of expenses.

The poor soul saw no end to this frustration and saw no way out of this predicament. It had been a long time since he prayed, but he was so overwhelmed he fell to his knees and said, "Oh Lord, if you could let me win the lottery, all my problems will be solved, please just let me win the lottery so I have the money to pay my bills."

The poor soul began to feel hopeful, but as the week went on and pressure from the bill collectors mounted he got more and more nervous. Not to mention having to keep his family fed. A week went by and nothing had happened, no big money yet. So he got on his knees again, and this time prayed even harder and louder, "Oh Lord, if you could let me win the lottery, all my problems will be solved, please just let me win the lottery so I have the money to pay my bills."

Well, another week went by and trouble was really closing in. The house payment was overdue, the car was about to be repossessed, the cabinets were almost empty, and the kids needed new shoes and winter clothes. No money yet. So he prayed again, this time even harder than before.

Then another week went by and another, and each week the poor soul prayed harder and harder, there was still no money, and things were really getting desperate. He didn't know what to do or why his prayers had not been answered.

After a few weeks the poor soul worked himself into such a state of worry, fury and desperation he finally got so mad he looked up to the sky, shook his fist and screamed at the top of his lungs, "Lord why can't you let me win the lottery so I can have the money to pay my bills and feed my family, I've been praying with all my might for weeks and nothing, you know I need it, why can't you just let me win the lottery..."

All of the sudden, during all of this stomping, fist shaking, and shouting; the Almighty himself appeared before him. The poor soul froze, then stood there very humbled, quiet, and waiting; and then the Almighty spoke...


" Work with me man... Buy a lottery ticket ! "



Yeah, this was actually told to me as a blonde joke about a single mom with kids and was delivered a little "lighter" than it appears in print. It was funny when I first heard it, but then it kind of made me think, the reality of this is no laughing matter at all, but I do believe there is a subtle message, so I recrafted it into this little tale. Do you detect the hidden message?

This story says to me on some level that if we expect miracles and great things to come our way we at least have to take a step toward making it a reality. Sure the metaphor in this anecdote is a lottery ticket, but that ticket can represent just about anything, especially our goals and desires.

Be it success in your business, starting a new project, penning that novel, composing that song or just making ends meet; it requires more than just wishing and hoping. Having belief and faith are important but action and taking the first steps toward our goals are what's most important.

The longer we procrastinate and put off what we know we must do, the longer it takes to realize our goals. Don't worry about how you're going to get there or if you stumble along the way. Just get started and take action toward something you really want and you'll be that much closer.

To Ning or Not to Ning?

To ning or not to ning? By ning, I'm referring to the Ning network, one of the largest social networks on the web, especially for online marketers. This social networking platform allows you to start your own networking community without having to start from scratch or having to know any coding or pay for any hosting to do so. You can also join many of the preexisting networks that interest you and there is an endless selection of topics.

Once a member of one network in Ning you can easily search for other networks to join or even start your own. It offers many convenient features such as your own built in blog, the ability to upload photos and video, forums and message capabilities. You can also post links and banners to your other websites. Another nice feature is your friends from one network automatically become your friends on the next.

Well,, with all of these features why wouldn't you want to take advantage of such an available and accessible place to network? Well, to put it simply, there is a lot of marketing that goes on within Ning. Like the countless other social networks you can plan on being pitched to and pitched often.

The thing I noticed with Ning however, is the marketing tends to be a little more on the aggressive side. Depending on which network you are in specifically, full out marketing seems to be the norm. This wasn't as apparent to me upon joining my first Ning group, as it was set up as a community and training area for a specific opportunity. However, as time went on and I was invited to join other networks, I began to see a pattern of aggressive marketing.

Don't get me wrong, I am an internet marketer myself and finding creative ways to promote your business is what it's all about. Just be sure you know what you're in for when joining a Ning group. If you can't handle the added influx of friend requests and opportunity pitches to your inbox, then I would think twice before jumping in, but if you realize this is just part of the process, then give it a try.

The Ning network does offer an excellent platform for existing businesses to meet, set up shop, share training, updates, and marketing strategies. In fact, I've gotten some of my best information through my Ning associations. It really depends on who is behind the group that is important. If you find the group you have joined isn't your cup of tea, you can always delete your account.

Overall, I would say it's a fun network to belong to. There are categories for about every kind of interest imaginable. Sure the marketing is aggressive but I'm at a stage where my descretion is pretty good when it comes to fielding pitches. The rules tend to be a little looser as far as the selling goes so be prepared to be pitched. It tends to taper off once you're a member of the same group for a while. I'm interested in your thoughts or experience with Ning. Leave a comment by clicking on "comments" and bookmarks are appreciated.

Joaquin Phoenix Quits Hollywood

Joaquin Phoenix just announced he would be leaving the acting profession and not appear in anymore screen roles. The younger brother of the late River Phoenix stated "This will be my last performance as an actor. I'm not doing films anymore... I've been through that. I've done it... I'm dead serious." He will pursue a music career.

His friend and future band mate Tim Burgess said, "Once he learnt guitar he found that he had quite a lot of demons inside himself that he wanted to expel through music." Referring to the life changing experience Phoenix underwent by learning to play guitar in portraying Johnny Cash in "Walk the Line".

This is bit of a detour for this blog, but it's in keeping with the theme of following one's own vision and listening to that inner voice that drives us. Hollywood and the movie going public are missing a great talent, as his roles and performances have been very compelling. I look forward to his contributions to the music world and wish him well.

Here's a video clip of Phoenix and Reese Witherspoon performing in their own voices as Johnny Cash and June Carter Cash from the film "Walk the Line".

Developing a Positive Mindset

My last entry about developing a marketing philosophy got me thinking about mindset. Without turning this into some mystical or metaphysical passage it is important to grasp as soon as you can, that you are what you think about. Negativity will spawn more negativity and positivity will breed that which is positive everytime, it is a law of nature.

We all get bogged down in our lives and it is impossible to bop along with a plastered on grin all the time but that is not what having a good mindset is about. It's about focusing on what is important and being true to ourselves. Attitude is everything and the sooner this is understood and practiced the sooner we are able to bring good things into our lives.

We have to mentally train ourselves to be positive in the face of adversity. Life is difficult and dwelling on our shortcomings and challenges will only bring about more stress. It is simply counter productive to wallow in a sea of woe and pain. Embrace the most simple of blessings that most of take for granted and engrain them into your outlook.

First of all, be grateful for the things you do have. You have life. You have food, water, and shelter, and you have people who care about you. What about money? The economy is uncertain right now and money is such a huge focus for us all. We depend on it so much that it seems to dominate every aspect of our lives.

Success is often defined by money especially by outward sources. We are judged by our material wealth today more than ever. This can weigh heavily on our spirit. It is important to note without sounding like a fortune cookie that true happiness does not come from money. Money is a by-product of success not success itself.

Let me repeat that. Money is a by product of success not success itself. I did not coin the phrase "do what you love and money will follow", but I constantly remind myself of this. I need money just like anybody, but I don't let it rule me. Money allows us a lot of freedom to focus on what matters and to not be burdened by the need of it. It is crucial to develop a healthy attitude toward your life, loves, and fellow man or you will find yourself always in a state of want.

It would be impossible to read this entry and be changed immediatly as a result. However, a decision to live your life a certain way and take control over your thoughts can take place in an instant. I couldn't possibly list all my sources of inspiration right here. Some come from books or movies, some come from people or memories, some come from experience, some come from nature, and some just come from within.

Whatever you draw your inspiration and motivation from I recommend you stay in tune with it. Seek out your passions and never let your mind take that dark turn toward doubt and negativity. Drink from good books and value the simple gifts that we are given each day.

There are so many great examples to remind us, guide us and motivate us. Remember, when we control our thoughts and develop a great attitude and mindset is when we really start to live.

Advertising and Marketing: What's the Difference?

Recently I was having a talk about marketing and the subject of advertising seemed to dominate this conversation. We kept coming back to all the different methods of advertising when it dawned on me that advertising is not marketing in and of itself. Many professionals believe it is an interchangeable term that relates to the promotion of their business.

Advertising is actually a component of marketing. As in, all advertising is marketing but not all marketing is advertising. An ad or advertisement is an announcement of a product or service. Albeit an important component of business success, it is merely a device to attract the attention of a particular segment of the population with the goal of an action being carried out. Usually that action is to use or buy the product.

The purpose of marketing is also to attract attention often by using the same media vehicles that we use in advertising. I think where the confusion comes in is this similarity. It is important to plan your whole marketing scheme and develop a plan and philosophy for your business. Advertising is a crucial and necessary tool to attract business, but advertising alone is not enough.

Marketing begins with the relationship you want to form with a given public, be it large or small. It begins with the image you want to create and the emotion or feelings you want to stir in people. Part of this can be done through effective advertising campaigns, but your marketing is the all encompassing bedrock of your business.

Think of the most successful brands in the world. They usually conjure an image that is directly associated with that brand. Rolex or Mercedez Benz immediately brings to mind affluence and a high standard of living. Ford automobiles stands for family and tradition, Heinz ketchup for quality and consistency, and Sony for cutting edge and precision technology.

These companies have spent years building their reputation and it started with their marketing foundation. The advertising reflects their market image but it is not the foundation of the brand. Many other factors are involved in marketing, such as service, brand image, quality, recognition, a logo, relationship with customers, public relations, and above all being unique.

How does your product make people feel? More importantly, does it make them feel good by doing business with you other than someone else. Constantly focus on building the best brand and image possible and do whatever you can to improve. Consider your marketing philosophy as a whole when developing a business strategy and let the advertising drive your success, but don't let it become your business.

The Key to Wealth

What is the difference between the rich and the poor? Money? Perhaps. But what else? What is the key ingredient that separates the rich and the poor. It's got to be something.

There are many unknowns concerning this question. People are born into wealth, some people have brilliant minds or exceptional abilities and are rewarded for their talents, some inherit wealth, win the lottery, or just get lucky. And yes many work hard, make the right investments and over time accumulate wealth.

Then there are those who work hard and never seem to have two dimes to scratch together. Many are born into very unfavorable circumstances with insurmountable odds against succeeding or they're just never presented with the right opportunity.

Why then do some rise out of these bad situations or out of want and poverty into wealth and abundance. No one can answer these questions with absolute certainty or why there is so much imbalance in the abundance of wealth in the first place. There are many unknowns both from an economic point of view and especially a spiritual point of view.

Why so much inequity. We probably will never know the answer to all the whys. However, many a wealthy people have risen from a life of lack into a life of riches. When these people have been questioned about how they were able to acheive so much, their answers ring with some surprising commonalities.

Some of these traits are an undying belief in self or in one's cause. Passion, persistence, tenacity comes up over and again. The willingness to fail and to learn is very important. But more common to them all is the desire to give and give generously.

J.D. Rockefeller rose from a poor family to a modest bookkeeper to an oil refining magnate to one if not the richest man in the world. Rockefeller decided very early in his life that he would amass so much money, as much money as humanly possible just so he could give away and donate money to help others.

It's funny how historical facts get blurred. Rockefeller has not always been painted in such a favorable light but this business pioneer was a devoted family man and humanitarian who gave to countless causes and lived to be a happy ninety years old.

When we convince ourselves that true riches come from giving rather than the scarcity mindset of "what's in it for me". We can begin to experience the true meaning of wealth. Live to give, expect little, and the rewards will follow. Many a great men have said words similar to this.

Also, the ability to learn from one's mistakes and not fear these mistakes and failures but to embrace them and learn to grow from each and every one. This is the key. The thirst for knowledge and learning. The wealthy recongnize when they don't have the answer or know something and seek out answers from those that do.

They are humble students of life throughout their life and can admit when they are wrong. The poor thinking man cannot admit mistakes and is ashamed of not knowing what they think they should and stubbornly refuse to learn and grow and change, because, of course, they have the answers. The result is usually an atttitude of blame, resentment, jealousy, self pity and lack.

Of course there are many gray areas involving these concepts but the prevailing truth is that the wealthy man pursues a life of continual learning and generousity. This may contradict many perceived notions and stereotypes about rich, greedy misers and they certainly do exist. However, these men do not live a life of true abundance and wealth, even though their bank accounts may reflect they do.

A life of wealth is about so much more than money. Money can create the fuel for abundant living and freedom but it is up to you, how you spend your money and live your life.