Today we’ll wind down on conversation on the 7 most power words and phrases you can use in your marketing.  To review the two most powerful, visit this blog post.  For phrases three and four, visit this post. Today, we’ll wrap with the final 7 most powerful words and phrases you can use.  Thanks again to my mentor, Dan Kennedy, for allowing me to use some of his thoughts in this post.

First up today, FINALLY… 

This works great whenever you are selling against a group of prospects who have had previous disappointments, frustrations, skepticism or offering a new solution.  This is a POWERFUL word.  It telegraphs a complex message, as in, “Finally – A Weight Loss Plan That Actually Works… From Hollywood Stars and Women Right Here in Seattle As Well.”

Next, one of my favorites:  “Photo Enclosed, Do Not Bend.”

This is a great way to get an envelope opened.  It only requires a printed photo of you, your product, your customers, your town, etc. to validate the claim.  There are variations of this, much like our X-Ray letter, which we stamp in red on the envelope, “X-Ray Enclosed, Do Not Bend.” Inside, we include a ‘real’ x-ray of a happy, smiling, client.  See more on the x-ray here. 

One of the best ways I ever saw this used was the Reagan Ranch and the Young America’s Foundation a few years back.  They had the words, “photos enclosed, do not bend,” on the outside of the envelope.  Enclosed were pictures of teens and young adults volunteering their time at the Ranch.  If you’re looking for a good lesson in direct mail, I highly suggest you get on the Reagan Ranch and Young America’s foundation list.

Last and it goes hand-in-hand with “Photo Enclosed, Do Not Bend,” is “Personal and Confidential.”  It serves the same purpose as above.  However, some care is required, and what’s immediately seen by the prospect must really be personal and confidential, or else you’ll lose out from the get go.