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Title: Words That Sell by Richard Bayan ISBN: 0-8092-4799-2 Publisher: McGraw-Hill Trade Pub. Date: 01 April, 1987 Format: Paperback Volumes: 1 List Price(USD): $14.95 |
Average Customer Rating: 4.15 (27 reviews)
Rating: 5
Summary: A Copy Writing Thought Stimulator
Comment: This is one of my favorite references. Whenever I have to draft copy, I page through it for ideas. To sell your product (in my case books), you have to describe it in (glowing) terms that relate to the needs of the potential buyer.
Bayan describes Grabbers (heads, salutations, invitations, openings, transitions), Descriptions and Benefits, Clinchers (persuasion and decision), Terms & Offers (discounts, freebies, trials, guarantees), and Special Strategies (company image, justifying a high price, knocking the competition, using demographics, flattering the reader, and appealing for contributions). Each section has pages of suggested phrasing. The appendix contains puffspeak-and its alternatives, wordy expressions, commonly confused words and more. This is not a book you read; it is a quick reference.
Richard Bayan is a full-time copywriter who shares his collection of WORDS THAT SELL in these pages.
As the author of 113 books (including revisions and foreign-language editions) and over 500 magazine articles, I highly recommend this volume to book publishers. [email protected].
Rating: 5
Summary: Useful, Functional, Adaptable, Helpful, Easy to Use . . .
Comment: The above are just a few of the words and phrases suggested in "Words That Sell" for the term "Useful/Suitable."
This book is a specialized thesaurus with a marketing focus. The suggestions will jump start your pursuit of the perfect description next time you are writing a sales letter, catalog copy, brochure or web copy, ads--in short, anytime you need just the right word to convince customers to buy. It's one of the items I keep in my "creativity kit," the place I turn to overcome writer's block and get my brain popping.
If you ever have the need to write marketing copy, "Words That Sell" deserves a place on your bookshelf.
Rating: 4
Summary: Hey, it still works!
Comment: If I were marooned on a desert island and still had to write copy, this is the one book I'd want to have in front of me. It manages to organize our vast language into bite-size categories for promoting products and ideas. It has helped countless thousands of people (including me) stop groping for elusive phrases and find inspiration on demand.
I really don't need to defend Words That Sell after its trashing by the previous reviewer. After all, the book has earned more than enough glowing reviews on Amazon.com and elsewhere. But I have to take issue with a "professional marketer" who claims that honesty and sincerity are the only tools you need to write effective copy. If that were the case, my dog would be an ace copywriter.
I'm adamant about honesty and sincerity in marketing, too -- but there's so much more to crafting a persuasive message. How about a knowledge of the words and phrases that repeatedly get results (or don't)? How about an emphasis on benefits (as opposed to boasts or mere descriptions)? How about key phrases for grabbing the reader and wrapping up your argument with an effective call to action?
The language of persuasion hasn't changed appreciably since the book was written back in the '80s. (If you haven't guessed by now... yes, I'm the author!) Human beings will always be motivated by the same needs, wants and fears, which is why a book like Words That Sell won't be outdated anytime soon. We might use fewer exclamation points these days, but the vast majority of these words and phrases still work.
Thanks for hearing me out. Now I'll let you decide for yourself.
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Title: Phrases That Sell : The Ultimate Phrase Finder to Help You Promote Your Products, Services, and Ideas by Edward W. Werz, Sally Germain ISBN: 0809229773 Publisher: McGraw-Hill Trade Pub. Date: 11 June, 1998 List Price(USD): $14.95 |
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Title: More Words That Sell by Richard Bayan ISBN: 0071418539 Publisher: McGraw-Hill Trade Pub. Date: 27 June, 2003 List Price(USD): $14.95 |
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Title: The Ultimate Sales Letter: Boost Your Sales With Powerful Sales Letters, Based on Madison Avenue Techniques by Dan S. Kennedy, Daniel Kennedy ISBN: 1580622577 Publisher: Adams Media Corporation Pub. Date: October, 2000 List Price(USD): $10.95 |
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Title: The Copywriter's Handbook : A Step-By-Step Guide To Writing That Sells. Updated Edition by Robert W. Bly ISBN: 0805011943 Publisher: Henry Holt & Company, Inc. Pub. Date: 15 March, 1990 List Price(USD): $16.00 |
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Title: Tested Advertising Methods (Prentice Hall Business Classics) by John Caples, Fred E. Hahn ISBN: 0130957011 Publisher: Prentice Hall Trade Pub. Date: July, 1998 List Price(USD): $15.95 |
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