Google the term "magic advertising words" and you'll instantly get over 8 million results. But caveat emptor -- don't buy into everything you read, because your prospective buyer certainly won't.

From the time marketing began, there has never been a shortage of self-appointed experts who claim to have identified the words that will unlock your customers' wallets. In the Internet age their advice is even easier to come by. They promise that words such as "you," "guarantee," "easy," "limited-time," and the old standby, "free," will generate surefire results. If only it were that simple.

As a smart business person, you probably know that there are no such things as magic words, particularly in a culture that has been saturated with advertising. But there's something else you should know: Not only do magic advertising words not exist, several of them actually work against you. And chances are, you're using at least one of them in your advertising now.

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