This article is an expanded excerpt from my new eBook Words That Sell. If you like what you see here, you'll go bonkers for the real thing.

I've spent about 25 years writing marketing programs and applying effective psychology to them. As I look back over those years, I see an enormous hole in the business landscape - agents, advisors and their employers do not understand how to use psychology in their language. Worse, most marketing managers and marketing writers do not understand the psychology of language! Why should they? They probably did not study communication psychology.

Because of all that, the language used in marketing (and selling) today is either ineffective or dull and dead. Bottom line - most marketing today has approximately zero ability to capture anyone's interest. Zero ability to inspire people to take action. Far too often, it's like reading a user manual written by someone in China. The words just don't carry the intended meaning.