The Power of Prose

Milton never had to write an outbound e-mail. Thus, he doesn't have much to offer on the subject of what words are most apt to drive clicks, move readers deeper into a Web site or create instant involvement with a sales or promotional message. For that, we must borrow from the proven techniques of classified-ad writers. These old-school types knew how to dangle the promise of salvation in a four- to eight-word headline and generate thousands of responses from a column-inch of agate type.

One company that knows exactly how to write “salvation” copy is medical information provider WebMD. To see what I mean, consider the hope and promise laden in these short, quick headlines:

• 7 Pains You Shouldn't Ignore
• 11 Secrets All Men Keep
• 10 Surprising Health Benefits of Sex
• The Flat Belly Diet
• Sex Myths vs. the Facts
• 5 Things Super-Happy Couples Do Every Day
• 12 Embarrassing Body Problems
• 10 Ways to Catch a Liar

What do these eight headlines have in common? In just a few, very appropriate words they call out to readers, while at the same time extend the promise of relief, hope and even inspiration. They offer a promise to the target audience that their woes can be reduced, if only they'll visit, call or click.

In television, perhaps no personality is more inspirational to her fans than Oprah Winfrey. Oprah's vibe can be felt in this headline from a recent O magazine acquisition campaign: “You're invited to join us on the most exciting and joyful journey of your life.” Well, who wouldn't want to go on an exciting and joyful journey? The solicitation goes on to employ powerful phrases such as:

• Banish bad habits.
• Paint a new beginning.
• Put pleasure in your date book.
• Forge family bonds.
• Plug into power.
• Claim your pretty free tote bag.

The words in bold italics are particularly powerful because they're vivid. They add richness and color that conjure images in the mind's eye that encourage an emotional response.

Some of the most “apt” words you can deploy are words you might consider hackneyed. Personally, I'll consider them hackneyed when they stop working. In the meantime, sprinkle your sales copy with words such as “value,” “savings,” “safety,” “guarantee,” “no-risk trial,” “best deal,” and of course that all-time favorite, “FREE.”

And don't forget to use words that drive action. Make sure your headlines and subheads are directive, using language like “try,” “go,” “get,” “call,” “now,” “today,” “hurry,” “don't miss out,” “limited supply,” “waiting for you” and “reserved just for you.”

Overcoming consumers' fears, reluctance and hesitation is never easy — and in a recession it's that much harder. Not impossible, just more challenging. But it can be done, provided you practice your trade with diligence, innovation and skill. Whatever you do, don't lose your optimism. John Milton wrote “Paradise Lost.” But he also wrote “Paradise Regained.”

RUSSELL KERN (Russell@thekernorg.com) is president of The Kern Organization, a DM agency in Woodland Hills, CA. This is the second of two articles about marketing in a down economy.