‘Sizzling Hot Copy – Written By Y.O.U!’ by Carline Anglade-Cole

Hiya CopyStar,

We’re going to turn wimpy copy into smokin’ hot controls! How?

By grabbing your prospect by the eyeball and not letting go until you make the sale – Kaching!

And you’re going to make it happen by doing one simple thing:

Replace limp and lame copy with powerful trigger words!

Ever heard of ’em?

They’re the words that spark action … ignite energy … and infuse your copy with pictures and illustrations that keep your reader hanging at the edge of his seat!

Trigger words pluck emotion strings:

They get your blood boiling …

… make you green with envy …

… unleash the floodgates of tears …

… scare the beejesus out of you …

… but most importantly – trigger words get you picking up the phone and saying “I want this product NOW!”

Ooooooh … don’t you just love that!

So what are these trigger words?
They’re words that paint a visual picture … bring to mind a specific pain or joy … or move you to action! For example:

Let’s say you want to stir up some anger in your prospect. The first thing you need is a person or thing to target that anger – yep, you need an ENEMY!

And you’re going to call that enemy all kinds of juicy names that get your prospect seeing red! For example …

If you’re writing for the health market – don’t attack “the pharmaceutical companies” – noooh – that’s way too nice!

Call them the “Fat cats” … “pill pushers” … “Big Pharma” … “drug czars” … and “unscrupulous big wigs shafting you out of your hard earned money!”

Aargh … doesn’t that just get you steamed up?

And now you’ve just set the stage to position your product as the hero – the one and only solution your prospect needs to start feeling better today!

Now, here’s another powerful theme that can create killer trigger words: Betrayal!

Maybe it’s my years of reading romance novels as a teenager… or my sister Viv and I listening to Keith Urban’s country songs – but I really love creating “done me wrong” scenarios! I feel it’s my duty to show the prospect how he’s been lied to … cheated … and led down the wrong path!

‘Cause I hate when that happens to me – don’t you?

So what words come to mind when you think of betrayal?

How about: “What the drug companies don’t want you to know” … “Baldfaced lies your doctor is telling you” … “caught red-handed” … “conspiracy” … “cover-up” … “What popular medical tests don’t really tell you” … “fleecing you” … “flim flam and sham artists” … “hucksters” … “pull the wool over your eyes” … and “snake oil remedies” – just to name a few!

Ok, ok, one more theme. Hmmm … how about: frustration!

One of my most successful headlines tapped into the frustration of my health market. It was for a Sun Chlorella project:

“If you are sick and tired of …”

Then I listed all the health problems my prospect faced and empathized with him – and then offered a concrete health solution. The package ROCKED!

But here are a few more choice words that ooze frustration:

“Bullying you into going under the knife and kicking yourself for caving in” … “drugs offer you a temporary fix – when you want a permanent solution” … “natural remedies are off-limits unless you know where to get them” … or …

… “beating yourself up trying to find a solution” … “doctors want you to grin and bear the pain” … and how about “Had enough?” – that was also a killer headline for many years!

Ok, I lied. I can’t stop here – let’s talk about a more positive emotion – the promise of feeling good!

This is where the hero (your product) can really stand out as a star! It’s the solution your prospect has been waiting for – so yell it from the top of the Eiffel Tower:

Not just better vision – but EAGLE EYES!

Not fast – but BREAKNECK SPEED … or PUSH-BUTTON HEALING!

Not depression – but BANISH THE BLUES!

Not good for your mind – but BRAIN BOOSTING!

Not great – but PHENOMENAL … AMAZING … and WOW!

Not unique – but THE ONLY KNOWN CURE or … LITTLE KNOWN REMEDY …

And not heal – but DISEASE-PROOF … FEEL DECADES YOUNGER THAN THE AGE ON YOUR DRIVER’S LICENSE … REVERSE SICKNESS … LIFE-SAVING … RENEWED ENERGY … BRINGS SICKNESS TO A SCREECHING HALT … UNCLOG YOUR ARTERIES … SURGERY CANCELED! … and as the saying goes, “and much, much more!”

Now I must warn you …
Trigger words are extremely powerful – so powerful they can scare the heck out of your client’s legal department. Some of these words may make some clients queasy. But that’s ok.

Let the client red line the problematic words in your copy. You can fix it later. Remember – it’s easier to tone down copy than rev up the energy level later on!

Are you getting the picture, CopyStar? Ok, now here’s your homework:

Take a look at copy you’ve recently written. Really scrutinize it. Do you see emotionally impotent words? If so – squash ’em – and replace them with trigger words that spur your prospect to action!

And make it your goal never to write boring copy again!

That’s how you’ll experience an explosion of controls that keep your wallet stuffed no matter what’s happening in the economy!

Now you’re ready to write your killer headlines, CopyStar – get crack’n!

Here’s to Creating Success Your Way!

Carline Anglade-Cole

THE TOTAL PACKAGE

Carline Anglade-Cole writes multi-year controls in the alternative health field for clients including Healthy Directions, Health Resources, True Health, Soundview Publications and Sun Chlorella USA.

She publishes CopyStar – Copywriting ideas and tips for stellar response – an e-zine for copywriters and direct marketers.

She is the author of How to Write Kick-Butt Copy: Straight Talk from a Million-Dollar Copywriter, Anatomy of a Kick-Butt Control: How to Create a Winning Promo from Start to Finish and Which One Won? How to Write Kick-Butt Headlines and Boost Response!

Put her 20 years of direct mail experience in mailing list strategies, new product development and creating kick-butt controls to work for your company!

Contact Carline directly by visiting her website at www.CarlineCole.com

He is also one of the leading Web conversion experts operating online today, and originator of the 5R System (TM), a strategic process for engineering enhanced Internet profits. For a free overview of Daniel’s system, click here.

Attribution Statement: This article was first published in The Total Package. To sign-up to receive your own FREE subscription to The Total Package and claim four FREE money making e-books go to www.makepeacetotalpackage.com.

The Total Package

*IMNewsWatch would like to thank Clayton Makepeace for granting permission to reprint this article.