Words That Sell
by Richard Bayan
Contemporary Books, reprint 1987, original 1984
Trade Paperback, 128 pages
Why did it take me so long to find this book? Dan Janal recently recommend Words That Sell to me, and I can see that it's a gold mine for anyone who has to write sales copy for the Web -- or anywhere else for that matter.
Words That Sell lists the words and phrases that stimulate sales, grouping them in a logical, easy-to-find manner. The three basic sections of a sales presentation are the grabber, the description, and the clincher, and these sections comprise the core of Words That Sell. "Grabbers," for example, are divided into opening with a question ("Isn't it time you...?" "Will you be ready for the...?"), opening with a statement ("It's no secret that..." "You've probably noticed that..."), or opening with a challenge ("Cross the threshold..." "If you're seriously interested in..."), as well as heads and slogans, salutations and invitations, and snappy transitions.
The bulk of this short book, however, is devoted to "Descriptions and Benefits" that help you convey the value of your product or service. Here are a few of the 40 categories in this section: appealing, authentic, complete/thorough, convenient, fresh/wholesome, etc. Now let's see what a category such as "big/many" looks like: "enormous, gigantic, monumental, massive, colossal, titanic, a bonanza, a cornucopia of..., oversized." The "Pleasure/satisfaction" section includes such words and phrases as: "imagine the fun you'll have, the time of your life, sparks enthusiasm, to delight the eye, will provide countless hours of entertainment, sit back and enjoy," etc. You get the picture.
The author has scoured hundreds of magazines, newspapers, and sales letters to find and categorize the winning words that turn a ho-hum sales presentation into a winning one -- over 2,500 words and phrases in all. What Bayan has produced is a short handbook that you'll use again and again as you write. At least I will, I'm sure.
The book concludes with a section on terms and offers (discount/sale, free/prize, trial offer/no obligation, guarantees, order information), and special strategies (enhancing your company's image, justifying a high price, knocking the competition, using demographics to impress, flattering the reader, appealing for contributions, and following through). An appendix lists commonly misspelled words, and words to sell yourself (appealing personal qualities).
I don't see any weaknesses except that the book hasn't been revised since it was originally published in 1984. Hasn't copywriting changed since then? Probably not so very much. That the book is still in print is a testimony to its usefulness. I strongly recommend Words That Sell if you're responsible for writing website content, especially product and service descriptions.
Your may purchase a copy at discount from Amazon.com with this link. http://amazon.com/exec/obidos/ISBN=0809247992/wilsoninternetse
