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Love this series of posts really interesting and usable you must write more :) . I think with more and more people hitting mobile and twitter youtube etc quality copy that gives the user a feeling is going to become more and more important.
I used to work with someone who was a bit of a word evanglist and had the uncanny knack of changing an ad/email/website copy only slightly using power words and increasing conversion. I remember him adding "discover" to every listing (there were alot) on a client eBay account suggesting that Humans find it very difficult to read discover without finishing the line. Sales went up the company expanded into a new premises.
The word because is also powerful marketing word http://marginalrevolution.com/marginalrevolution/2008/06/the-power-of-be.html
He gave me these books and they have been on my desk and suggested to anyone in marketing ever since. They are basically thesaurus or power words.
2 years ago on Identify your Link Prospects Preferred Representational System