Whether you want someone to open your email, click on your ad, consume your content or contact your company, words matter. Why? Because in-market tests and scientific research both confirm that certain words wield more power. And how you word something determines how people respond to it. This fast-paced, example-jammed session reveals eye magnet words, compliance triggers, and 24 other secrets (1 for each letter of the alphabet) that'll make you an instant master of persuasion.