Secrets Of A Successful Sales Letter Part Two - Turbocharger Words

So how do you paint with words?

You use verbs (doing words). But not just any old verbs. Use the right ones and you don't need to add extraneous decoration in the form of adjectives or adverbs to lend color to the verb.

President Lincoln's famous Gettysburg Address, was just 250 words long. Yet it contains just eight adjectives or adverbs, but twenty five verbs. Every tenth word is a verb.

And not just any old verbs. They are all power packed verbs: conceived; dedicate; consecrate; hallow; add; detract; advanced; resolve; perish; struggled.

These aren't feeble, everyday verbs, that need to be propped up with bunches of adverbs or adjectives; these are action verbs that stand proud, bringing an entire rainbow of color to the sentence.

Little wonder Lincoln's speech is still remembered, nearly 150 years later, when a far longer speech made on that day is dust.

UK war time Prime Minister, Winston Churchill, packed even more action verbs. His "Fight them on the beaches" speech, for example, has a passage of just eighty one words with thirteen verbs, just two adjectives and not a single adverb.

Bear in mind that here are two awesome speeches, that moved and inspired two great nations at the time and still have the power to move, decades later. In their own way, they were both sales letters: but selling an idea, rather than a product.

And when you write a sales letter, you too are seeking to move and inspire the reader. So, on the basis of copying the best, use action verbs and you'll do a better job, with greater economy, and far more impact!

So, one of the best kept secrets of a successful sales letter is to go easy on the adjectives and adverbs and stock up on action verbs that will turbocharge your copy.

Here are some action verbs to get you going:

Instead of a limp verb like "beat the opposition", say: "humiliate or crush the opposition".

Instead of "I obtained this inside information for you", try: "I stole this inside information for you" or "I plundered this inside information for you".

Instead of a wishy, washy verb, such as: "You will like this", substitute: "You will love this."

Instead of "badly want", use: "crave" or "covet".

Instead of "own", what about: "possess" or "enjoy".

So, by using one of the best secrets of a successful sales letter, you can look forward to increased success and profits in your marketing.

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