The essential 13: Wonder words that create action

No question—successful creative in any medium is the result of a carefully crafted process that is all about what’s essential and what isn’t.

After all, most marketing media today do not accommodate Tolstoy levels of copious copy. Emails, online ads, direct mail, texts, Vines, digital films, DRTV—these are all short form direct marketing communication vehicles where it’s every word for himself.

So the value of each must be clear: how do we message effectively in a short space? What are the golden, inviolable words that guarantee prospect readership and action?

In our humble opinion…in no particular order…

  1. Free
  2. You
  3. Save (or saving)
  4. Now
  5. Guarantee
  6. Choice
  7. More
  8. Easy
  9. Value
  10. Convenient
  11. Money
  12. Proven
  13. New

Of course, the alchemy of superb copy is how these are used. Somehow, together with a quality product or service and a smart communication plan, these small bullets find their target and produce results.

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Direct Choice Inc. is a full-service direct marketing agency that has worked with national and regional brands in a wide variety of vertical markets. In addition to this blog, you can also find us on Facebook, Twitter, and LinkedIn



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