The 16 most persuasive words
By Harry Mills

Studies show out of the half a million or more words you can choose from, there are 16 that really grab your attention.

The 16 Words That Really Sell

With the number of catalogues, brochures and advertisements we get bombarded with, you would expect these words to become stale and dated.

But the continual testing carried out by the $95 billion direct-mail industry shows the same words continue to work - despite being used time and time again.

Out of the top 16 attention-grabbing words, two stand out beyond the others: new and free.

It's New

There is something irresistible about the word "new". Step into any room, ask, "Did you hear the news? " and I guarantee virtually everyone will sit up and listen.

Advertisements containing news are recalled by 22 percent more people than ones without news.

John Caple's bible of advertising techniques, Tested Advertising Methods, urges, "If you have news, such as a new product, or a new use for an old product, be sure to get that news into your headline in a big way."

It's Free

Have you ever wondered why advertisements, catalogues and direct mail keep using the phrase "free gift"? the word "free" is redundant. A gift, by definition, is free.

The reason we don't mind the addition of "free" is that we love the notion of getting something for nothing, with the result that advertisers use the word "free" wherever they can.

Research in direct mail shows three times more people respond to "free gift" than just "gift".

Whatever your occupation your persuasive power will increase if you weave these magic words into your presentations and proposals.