Whether you are working to create or improve your Web site, there is a mountain of minutiae you need to keep in mind. Technology changes fast, and you have to run to keep up.

But there’s one element that never changes: Writing words that sell.

“Words That Sell: A Thesaurus to Help Promote Your Products, Services, and Ideas” is a classic marketing book available on Amazon.com, published in 1984 and reprinted in 2006. Words That Sell has come to our rescue many times in creating vibrant copy that persuades and informs powerfully.

If you get stuck for just the right word, most regular dictionaries and thesauri can leave you cold. You need words that grab ya.

Does your company “pride itself on its reliability?” How dull. Add some zing with words like:

• High-performance
• Durable
• Built to last; ruggedly built.

Why not say that you have high standards, stringent standards, rigorous standards, or that it’s laboratory tested or precision engineered? Heck, why not say it will “last a lifetime” or “last for generations”?

Is your product powerful? Or is it dynamite, high-voltage, Herculean, titanic, Promethean, muscular or masterful?

Author Richard Bayan wrote that he rummaged through huge stacks of magazines, newspaper, brochures and catalogs, listened for compelling phrases on television and radio, and combed dictionaries to create “your personal magic kit.”

Words That Sell is a super tool for creating great copy. Hmmm . . . maybe we should reword that:

“At last! Now there’s an even better way to write mesmerizing copy! Words That Sell stirs the imagination and adds professional writing skills to your toolbox. You’ll wonder how you ever got along without it!”