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.