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Description - More Words That Sell by Richard Bayan

A reference for anyone who would like access to key words that make a difference in selling. Like its predecessor, "Words That Sell", it is arranged by category, and consists mainly of lists of descriptive words and phrases, plus checklists, quick-reference tips and other features. It also includes special-purpose lists that fall outside of the scope of the first book. These include: power words (for heightening impact); action verbs; positive personal qualities (for selling oneself); negative qualities (for putting down the competition); fine distinctions (closely-related words and their connotations); cliches (to avoid); product colours (appealing alternatives to red, white, blue, yellow and so on); sounds; flavours; smells; textures; and general advertising words that reflect trends in popular culture. The author also covers words and phrases used in niche advertising such as: financial and insurance; subscription/publishing; consumer products; business-to-business; self-improvement; small business services; corporate image; fundraising; technology; youth market; senior market; and collectibles. The impact of Internet advertising is acknowledged with lists of email "grabbers", a brief text section on Internet advertising does and don'ts, capsule profiles of Internet advertising media options, a special mini-primer on tailoring one's writing to the Internet, and a list of Internet advertising "key words" for quick reference.

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Book Details

ISBN: 9780071418539
ISBN-10: 0071418539
Format: Paperback
(234mm x 188mm x 13mm)
Pages: 144
Imprint: McGraw-Hill Professional
Publisher: McGraw-Hill Education - Europe
Publish Date: 26-Jun-2003
Country of Publication: United States

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Author Biography - Richard Bayan

Richard Bayan is a freelance writer who spent over two decades as an award-winning advertising copywriter and copy chief. He is the author of the bestselling Words that Sell, The Cynic's Dictionary, and more than 150 online columns and essays.

Books By Richard Bayan