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Words to the Wise

Has your marketing copy lost its punch? Kick it up a notch with these words that work.

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By Kim T. Gordon • Oct 1, 2003

Opinions expressed by Entrepreneur contributors are their own.

Ever wonder why detergent marketers are forever touting theirproducts as "new and improved"? It's because certainwords have historically produced higher results and better returnon investment for marketing dollars spent. Trouble is, we may haveburned out many of these words and phrases through overuse.That's the contention of marketing copy guru Herschell GordonLewis, the author of On the Art of Writing Copy (Amacom).That means we have to find more ways to establish rapport withaudiences.

Copy ThatSells
From print and broadcast ads to direct mail, e-mail and evenbillboards, it's the language you use that motivates responseand produces results. Try these tips for fine-tuning your marketingcopy:

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