A Mtlytutt~ Rebel

speettlL Report 011\,

POWER
WO
S

A MQ YRetL""9 Rebel
S-peCLQ l

R..tport 011\,...

POWER
I've had a couple of revelations in my career that have instantly improved my ability to
write killer copy. The first was to learn the insider secrets of world-class salesmanship,
and translate those shrewd tactics to the printed page.
Next, I learned to write in a conversational manner - not like some starched-up
blowhard who used perfect grammar and fancy twenty-five cent words all the time. Then
(after reading the great "Elements of Style" by Strunk and White), I learned to abandon
almost all adjectives in my writing... and to use "action verbs" that single-handedly told
a story all by themselves.
This last discovery - using action verbs to pump up my copy -- morphed into the
art of using what I call "power words". Sometimes these are verbs that convey action,
sometimes they are nouns with shock value, sometimes a wicked phrase (or a twist on a
cliche) that catches hold of the reader's mind and won't let go.
Here is how I explain it: A power word is any word that carries its own
emotional wallop. No one reads a good power word without having their heart beat a
little faster, their mind explode with old memories, or at least some tiny part of their
system taking notice. Take the word "humiliate". No one reads that word without
having a visceral reaction to it. Everyone has suffered humiliation at some point. So,
when I say in a headline that an old golfer, "70 pounds overweight and crippled with
arthritis" routinely goes out and humiliates younger, cockier PGA professionals it
creates some real drama, with a fascinating story already loaded into it.

Most of the following words are action verbs. Some pack a huge emotional
wallop, while others just tickle your memory or senses. But none of them are boring and the Number One Rule of good copy is to never bore your reader. Take the word
"walk", as in "he walked down the street". Nothing much going on with that word.
Change walk to "waltz"... or "crawled"... or "minced"... or "scrambled"... and you create
a definite image in the reader's mind.
Even using afew well-chosen power words in your copy, here and there, will
instantly increase your reader's interest. It's the cornerstone of great, compact, intense
writing that compels.
These words were pulled out of ads I wrote last year, with help from my friend,
Scott Haines (a damn good copywriter in his own right). There is no order, no logic
behind the listing. When you sense your copy is in a rut, read this for inspiration. And
see if it doesn't shake things up.

White hot

Tap into

Urgent

Explosive

Stunningly
vicious
Firestorm

Insider
information

Blast out of
Controlled

Maim

Deep end of
the pool

Silenced

Dominate

Crucial

Exploit

Unbelievably
devastating

Heat up

Stun

Intensive care
Actively
engaged
Mojo

Explosive
power

Rip

Blitz

Take down

Brand spanking
new

Secretive

Vulnerable

Forced

Wounded duck

Crammed

Blind-spot

Powerful

Ignored

Vicious
Wickedly
effective

Copyright John S. Carlton

Page 2

Kicked-in
Wobbly
Insight
Superiority

Up close and
personal

Shocked and
amused

Elite

Total
submission

Marked for
death

Excruciating

Raw but ready

Neutralize

Blazingly
obvious

Monster-sized

Glaring
Tremendous
Forgotten
tactics

Crush
Respect

Grab and run

Dazed
Fear

Dragged
kicking and
screaming

Nightmarish
Threat
Inflict
Street-tough

Untapped
resource

Massive
Afraid
Bull charge

Quivering

Survive
Lean and mean

Mega-valuable

Taste
Surreal

Blood and guts

Instantly
traumatizing

Ingenious

Shock

Confused

Blinding

Pain-rich

Immobilizing

Combat

Unexpected

Front-line
trenches

Dark alley
Jacked-up
Nasty
Bone-crunching
Nerveshattering

Helpless
Possession

Copyright John S. Carlton

Page 3

Attack

Lure
Rocked

Amazing

Massive
Slash

Infested
Master's level
savvy

Bandit

Easy-toimplement

Submission

Abandon

Confidential

Deadly
Rage

Slaughter

Maximize

Tickle

Liability

Inflame

Legal
loopholes

Cutting edge
Quasi-legal
Coax
Confusing

Awesome
Tease
Blast

Almost
overnight

Ridicule

Urgent

Slay
Boost

Eat up your
promised tax
cut

Implode

Audit-proof

Dangerous

Crap out

Wealth

Obsolete

Ecstasy

Strategies

Heaven

Elite

Bribe

Brilliant

Reversed
Incredible
Limited
Dominate
Cured
Astonish
Freak out
Killer
Cold-cock
Liar
Bribe
Jumps tart

Copyright John S. Carlton

Page 4

Bulldog tax
attorneys

Avoid

Glitch

Demand

Certify

Secret

Deny

Scour

Protection
racket

Discover
Most respected
names in tax
law
Mumbo-jumbo

Procedural
traps

Victim

Tactics

Line your
pocket

Arouse
suspicion

Required
knowledge
Accumulate
wealth
Trap

Privy to
insider
information

Excuses
Triggers
Lop
Virus

Brutal

Shelter
Cash

Private

Bonanza
Breakthrough

Plain English
"Crack the
code"

Genius
Get around the
rules

Permanently
damaged
Supercharge

Secret source

Wrong track
Unexpected

Legal magic
act

Thumbs up
Bulletproof

Interest-free
loan

Grab

Hidden tax

Gargantuan

Tools

Courtesy

Hands off

Voodoo
Bloody
Dirty tricks

Copyright John S. Carlton

Page 5

Routine

Every penny

Fund lavishly

Tax-proof

Steady flow of
inside
information

Penalty

Vast

No risk

Shrink

Smoothly

Strictly

Robbed

Touch

Make waves

Stuff

Generates

Gamble

Free money

Underestimate

Jackpot

Overlooked

Serious
problems

Performs extra
duties

Hidden assets

Secret weapon

Feast

Stop it cold

Most people
miss out

Bump you into

a higher
bracket

Sock away
Lucrative
Deduct it
anyway
Cleverly
disguised

Devours
Penalties

Donate

Earmarked

Risky

Must-read

Shortcut

Twist

Instantly
Pocket more
money

Valuable

Out of luck
Thanks but no
thanks

Copyright John S. Carlton

Right off the

top
Double the
usual amount
Write-offs

Kick in
Mutate
Nightmare

Pleasure
holiday
Hidden fortune

Page 6

Sideline
business

Simple fix

Honest
loophole

Ignore
Shrinks

Assume
Luxury

Rake in

Unreasonable
Dispose

Rare
No way to lose
Magic

Too good to be
true
Instantly
valuable

Little-known
Off the hook

What you'd
otherwise miss
out on

Skip

Collect
immediately
Year after
year
Directly
affect you
Back into your
pocket

Transfer
Defies common
sense

Confession
Unexpected
Disgruntled

Advice
Make it
legally
disappear
Negligent
Reckless

Secret
deadline

Iron-clad

Negotiate

Generous

Sweetheart
deal

Stronger

Psychological
tactics

Disregard

Nothing comes
close
Bottom-line

Devastating
Jumps up to
the next level

Walk away from

it

No hassle
Nasty tax trap

Copyright John S. Carlton

Your fair
share
Savvy

Refuse to take
any gruff

Astonishing

Page 7

Private Swiss
account

Jaw-dropping
power

Even if you
later decide

Uncle Sam

The expert
category

Extra expense

Ignores

Deluxe

Massage
Certificate

Tax-friendly
Muscle memory

Scrutiny

Zero taxes
Confidence

Forced to
settle

Forfeit
Skill
Cash-rich
Honest-to-God

Shelter income
Shrink

Advanced

Offshore
Explode

Discover

Opportunity
Research
A fraction of
what you owe

Keel haul
Escape

Dodge

Boost

Neglect

Within the
hour

Pack up and
leave

Change your
life
Amazing
Targets

Absolute
Specific

Wire tap

Primal
Figure out

Secret hit
list

Pinpoint
accuracy

Dirty tricks

Faster than
you ever
dreamed
possible

Paper losses
Beat the rap

Copyright John S. Carlton

Deepest wish
Frustration
Pure baloney
Impatient

Page 8

Nonsense

Smack

Down and dirty

Clear away the

fog

Impressive

Something
scary

Bet

Seriously reconsider

Artistic grace

Materialize

Fool

Scenario

Learn the hard

way

Examine

Homemade

Spraying shots

Kitchen table

Knocked out

Obliged

Keen

Blew my mind

Like a
Rainbird
sprinkler

Oblivious

Coming up
through the
ranks
Best part
Scientifically
Tailored

Special
opportunity

Pathetic
Effective

Blab
Shadow

Test drive

In the dark

Golfing heaven

Horrible
mistake

Flirt with

Details

Amateur

Blunder

Allow

Lucky

Reveal

Leap

Frankly

Outsider

Territory

Ooze

T1='emendous

Believe

Miss the cut

Broken down

Ego

Pro tips

Nuance

Copyright John S. Carlton

Page 9

Accurate

Impossible

Share

Lazy

Muddle along

Dead broke

Suddenly

Stumble

Choose

Scared to
death

General public

Boomtown

Civilians

Heart's
content

Transform
Forever
Not pay a
nickel

Hint
Serious
Bad feelings

Hollywood
production

Understand
Listen up
Poured our
hearts into it

Stunning
Willing

At your own
pace

Consistent
Stress-free

Empty your
wallet

Dying to know

Bend over
backwards

Cartoon

Handle it

Authorized

Create

Insider
contacts who
know the ropes

Completely
lacking in
credibility

Know where the

bodies are
buried

The real thing

Scratch the
surface

Butt ugly

Word of mouth

Local

Ripped off

Bird dog

Shell out

Eager

Demand

Throw-away
techniques
Heck
+.

Copyright John S. Carlton

Zero risk

Page 10

Generous

Shrewd

Freak out

Put it on the
table

Discontent

Hardcore

Thousand yard
stare

Revealed

You snooze,
you lose
Add a tiny
edge

Cheating

Respect and
awe

Trash talk
Odd

Battlehardened

Intimidation

First peek

Best on the
planet

Sneak peek

Befuddlement
Seeds of doubt
Grow like a
weed

Shockwaves
Sneeze

Cool

So-called

Tactics

Closed door
meeting

Lack of focus

Crush

Financial
bodybag
Obliterate

Money and
pride on the
line
Ensure
Shaking in
fear
Devour them
alive

Stockpiled
Wow

Gets in your
face

Absolutely
free

False
confidence

Hot to trot

Fistfight

Try it out

Life-and-death

Lethal
World stage

Roamed deep
behind enemy
lines

Connection

Eliminate

Stunning peek
Perfectly
legal

Copyright John S. Carlton

Page 11

Unrelenting

Sold out

Crippled

Victory

Reputation

Routinely

Hard ass

Crazed bulldog

Talent

Hidden secrets

Unhappy

Takes all the

money

Confront

Sought-after
Horrible

Say hungry

Opt in or out
Striking

From scratch

Constant dread
Tallied

Blood thirsty

Career suicide
Bad day

Begged

Duped
Bad hair day

Distinguished
Commando

Locked up

Drill

Gain access
through the
back door

Completely new

Revelation

Obsolete

Chilling
detail

Feel like a
tiger
Pocket an easy
ten bucks
Don't believe
me
Total fluke

Astonishing
Inner circle

Total flake

Disarm
Love
Require
Magically

Slave-ship
seating

Just over the

border
Insane

Catch
Batch

Copyright John S. Carlton

Thorny
Share the
wealth

In the mud and

the blood and
the beer

Page 12

Everybody and
his brother

Right down the

pipe

Deliver the
goods

Shoot

Embarrass

Super-hot

Lying bastards

Humiliate

Smokin'

Lazy weasels

Awesome

Painless

October
surprise

Head-shaking
results

Original
Eagerly

Stumble on

Check it out
Corne clean

Cold cash

My own wallet

World-wide

Trouble

Earn without
work

Totally
convinced

Threatened

One-two punch

Six-pack abs

No sweat

Enrages

Exciting

Gouging

Fat ten spot

Insist

Kidnap

Cement his
status
Test drive
Master it in a
short
afternoon
Cold, hard
facts
A new fact of
life
Hurt

Endlessly

Forced
Fact-check

Dares

Special
Bailout

Fun

Allover the
globe

Shoo in

Flown in

Knock

Raw rookies

Copyright John S. Carlton

Page 13

Broken

Too hip

Bored

Handicap

Ammunition

Fake it

Not normal

Solution

Rub it in

Not right

Major flaw

Shave off

Improve

Sensitive

Glamorous

Scoff

The end result

Scuff

Warm-up

Drive 'em
insane

Mysterious

Boogie down

Biochemistry
Speed read

Dramatically

Vast majority
Gauge

Counterintuitive

Major trouble
Stroke

Trust

Sink

Liar

Edge

Pure gutwrenching
agony
Miserable

Pit

Hint
Tricks

Profuse

Price you pay

Scoop

Broken

Wrong!
Nail it

Fabulous

Face up to it
Demolish

Get a grip

Get the yips

Proper

Pay the price

Killer

Humiliate your
neighbors

Square

Copyright John S. Carlton

Complete
mastery
Off the wall
Dares

Page 14

Flip

Beast

Years away

Natural

Humbled

Gorgeous

Judge

Prove it

Jaw-dropping

Skulled shots

Airborne

Nasty ailment

Pinch

Hidden power

Rank beginner

Punch

Launch

Lying bastards

Pounce

Howitzer shot

Struggling

Purr

Breathtaking

Parade

Desire

Smile so hard
your cheeks
hurt

Perfidy

Maximum

Cannot lose

Love

Refuse to
believe

Sabotage

Private
Reserve

Desire
Pulling your
leg

Empty

Witch

Outrageous

Power

Hunt it down

Arrogant

Intense

Experts

Rumor

Convince

God-forsaken

Blithering

Claim

Fortune

Sheer nonsense

Package
Personally
Time limit
Dead solid
perfect
Can't be this
easy
Break some
hearts

Copyright John S. Carlton

Page 15

Nano-second

Despite

Shut up

Prize money

Recent

Cocky

Gratifying

Hot to know

Shuffle your
feet

Short work

Fraction
Move up fast

Collect

It's all wrong

Mindset

Cold water
flat

Passion
Relax
Ultimate

Relish
Blow it

Personal and
confidential

Beer can
Install
Whack

Spoil the fun

Looney-toons

Spoiled
For your eyes
only

Twisted
Laser-like
focus

Guts
Catch his act
Improvised

Skeptical

Cool as ice

Open mind

Walk away

Shattered
Endured
Trial run
Monster

Nervy
Calm as a
sleeping puppy

Big boss man

Put your ass

on the line
Submission

Emergency
Compact

Rhythm
Hysterical
Massive

Severe
Dangerous

The Big Boys

In a blink
Fringe

Pissed off

Copyright John S. Carlton

Page 16

Break out in a
cold sweat

Settled down

Mumble

Determined

Screw

Knock

Legends

Money zone

Hinge

Recognize

Bank shot

Bit me on the
ass

Money shot

Pirated
Involved
Exploited
Lifethreatening
Dark corner

Evidence
Confront

Without
fanfare or
drama

Exclusive
Stung
Blow away

Avoid
Wedge issue

Pull my leg

Big mistake

Of course you
do

Tote

Grind it out
Drain
Flash

Ramble
In the money

Subtract

Rely on it

Crucial

Disaster
Sopping mess
Burst

Grasp the
importance

Drench

Injury
Laughed at me

Finally figure
it out

Create

Hotshot

Arrogant

Ruined
Financially

Lazy

Zen master

Truth

Explain
Patiently

Esoteric

Damn lies

Copyright John S. Carlton

Page 17

T.opple

Seduce

Rat poison

Shake

Reduce

Sly look

Rattle

Induce

Coy

Roll it on out

Blanch

Unbridled

Survive

Pitch black

Test run

Dank recesses

Advantage

Fanatic

Ruminate

Unfair
advantage

Crazed

Pull your
punch

Intent
Butt-end of it
Subterfuge

Ignoble
Silenced
forever

Siren song
Butt ugly

Blew it big
time

Specious

Forgotten hero

Heroes and
villans

Deliver

Sad

Shuck and jive

Render

Oceans of it

Recoil

Asunder

Lumber

Reel from the

shock

Burst

Slumber

Rubber neckers

Dream on,
cowboy

Ready, fire,
aim

Tornado

Sodden

White knight

And the horse

you rode in on

Sulk

Skit

Loveless

Silky

Rustle

Copyright John S. Carlton

Page 18

Mysterious
rider

Beatnik

Soothe

Bums and winos

Replenish

Lurid

Mock

Web of
intrigue

Cheesy

Rake it in

Intrinsic

Ripe

Monsoon season

Odd behavior

Weathered

Bled dry

Missing link

Grainy

Notch

Fatality

Down and out

Jerk

Druids
Cruel fate

Lopsided win
God's wrath

Enable

Snail mail

Disable
Genie in a
bottle

Unfazed
Descend
Filthy lucre
Render unto me

. Pandora's box
Crunch time
Lukewarm

Top notch
Over-the-top
Bleak

Sudsy
Precious
Foam

Dreary
Languid

Flotsam and
jetsam
Bragging
rights
Brain cells

Liquid

Insufferable
snobs

Limpid

Snooty

Loose as a
goose

Caress
Invest

Paisley

Fevered brow
Sort out

Copyright John S. Carlton

Page 19

Lighten up

Neurotic

Massive

Genius

Wimps and
weasels

Homage

Worry-wart

Ham it up
Pyramid scheme
Home team

Wrangle
Dire

Bloke

Tangle
Nonsense

Sneer

Tingle
Purity

Pretend

Blissed out
Drug den
Snuggle

Profound
Scamper

Put away on a
shelf

Scrap metal

Credit
Asinine

Disheveled

Knocked off

Zebra

Goof off

Ripped off

Zonked

Moron

Ticked off

Sleuth

Bitchin'

Show off

Wraith

Professional
fame

Bleach

Barricades

Blind

Pander

Sour

Dandy

Wide as a city
block

Esoteric

Snatch
Scurry off
Ditch 'em

Quaff
Barf

Neurons
Duck

Gangly

Burn out
Ransom

Copyright John S. Carlton

Page 20

Errant

Yearn

Silly

Bruise

The honor is
mine

Fungus

Contrary

Crank out the

moolah

Transmutate

Unveiled

Bad karma

Gender-bender

Shadowy

Game but lame

Princely sum

Fumigate

Manicured
details

Hug

Dunce
Wrong juice

Ornate

Errant
Sputter

Stymied

Irrefutable
evidence

Squelch

Zinger

Numb

Abandon

Behind door
number two

Jail break

Belittle

Manhandled

Cart off like

pillaged goods

Gnarled

Ripping good
yarn
Duke it out

Drama queen
Kooky
Engineered
without morals

Financial
restraining
order

Franchise
player

Kill it, don't

maim it

Shambles

Good enough to
eat

Like a bad
horror flick

Wrenched

Last chance

Under siege

X-ray vision

Investigate

Done

Lambaste
Stupefy
Mercy

Copyright John S. Carlton

Page 21