May 1999

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Diction drives your message home

Put down that thesaurus! Yale University researchers have identified the 12 most powerful words in the English language, proven to attract attention and stir emotion in readers. An article in the newsletter Marketing Ink suggests adding them to ad headlines, direct mail and brochures to give your message a kick:

You   Safety   Money   Love   Health   Easy

Proven   Save   Results   Discovery   Guarantee   New

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