Waffle House has a special language for when you order, and they use the language the way I have seen other million-dollar copywriters use words for copy... and the way I have used it myself. At Waffle House, you can order your hash-browned potatoes with mushrooms, but don't use that word to describe them -- you'll be corrected. To order hash browns with anything extra, you have to say "scattered" (since the hash browns are "scattered" among the other ingredients). So if you want to order hash browns with mushrooms, tell your waitress "scattered and capped." "Smothered" means with onions; "covered" means with melted cheese. What does this have to do with you? it just turns out that there are a few dozen words and phrases that work really, really well in sales copy. Words like "new." "Amazing" "Value" Phrases like "And here's the best part... " "Not only that... " "And what you'll really like, is... " I wrote a book called Advertising Headlines That Make You Rich, which revealed these proven phrases in headlines, and showed how to adapt them to your own copy. A friend of mine, who just happened to have degrees from among the most prestigious business and law schools in the world, wondered (as many people do) if the world would tire of these words and they would lose their effectiveness. The continuing success of a fixed menu and a fixed vocabulary at the Waffle House is one indication that the basics of direct marketing copy - including the words and phrases themselves - will never change (much, that is). For all the details, buy my book http://amzn.to/1UBkefh). You can also learn more in my original blog http://bit.ly/22DXcYw Have a sunny week, David