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Motivate, renovate, captivate. |
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Pray, prepare, preach. |
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They want jobs, they want justice, they want respect. |
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Change the rhythm or omit one word or phrase in any of the above groupings and you lose the impact. |
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Tip 310: Don't be too cute. |
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At least weekly, I receive a direct-mail piece that catches my attention: a funny cartoon, a glitzy color, a sly slogan, a provocative question. My problem is determining what is being sold. I don't know exactly what the letter-writer is asking me to buy, decide, or do. If you have to work for it, the point is not persuasive. |
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Tip 311: Select selling words. |
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Get people's attention with words like these: new, updated, exciting, fashionable, fast-acting, cost-effective, low-cost, no-risk, easy to use, successful, prestigious, opportune time, select few. |
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Tip 312: Prefer powerful phrasing. |
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"I would suggest . . ." sounds like you're not quite sure, that if you were in a position to make a suggestion and if it didn't fluster anyone, you might suggest that maybe . . ." Use instead: "I suggest." Rid your language of such weak phrases. |
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Not: "I think we should attempt to get approval on this before it's too late." |
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But: "Let's get immediate approval on this." |
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Not: "It seems to me that . . ." |
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But: "I believe . . ." |
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Not: "I've been thinking lately that maybe someone could . . ." |
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But: "After careful thought over the past two months, I've decided that . . ." |
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Not: "This plan could work if we really push it." |
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But: "With our support, this plan will work." |
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Can you hear the ring of positive thinking and authority? |
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