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| | Post New Topic | | The 108 Most Persuasive Words In The English Language | Views: 258 | | Oct 08, 2008 11:59 am | | The 108 Most Persuasive Words In The English Language | # | 
Terry Stewart | | Here is an article I found laying around my hard drive I hope it is useful to some one :)
All the best,
Terry
According to legendary advertising man, Leo Burnet, “Dull and exaggerated ad copy is
due to the excess use of adjectives.” To prove it, he asked his staff to compare the
number of adjectives in 62 ads that failed to the number of adjectives in Lincoln’s
Gettysburg Address, and other age-old classics.
Here’s what he discovered:
Of the 12,758 words in the 62 failed ads, 24.1% were adjectives. By direct comparison,
Lincoln’s Gettysburg Address contains only 35 adjectives out of 268 immortal words – only
13.1% adjective-to-total-word ratio. Winston Churchill’s famous “Blood, Seat and Tears”
speech rates even lower and has a 12.1% adjective ratio (81 adjectives from 667 words).
Mr. Burnett found that similar ratios applied to great works such as The Lord’s Prayer, the
Ten Commandments and the Preamble to the U.S. Constitution. Conclusion: Use more
verbs, not adjectives. Verbs increase the pulling-power and believability of ad copy.
That’s why it makes sense to keep this 108-VERB “CHEAT-SHEET close-by whenever you
begin to draft your next space ad, sales letter, Website, or email campaign.
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