1. Carry a pocket dictionary in your briefcase or purse. Don't rely solely on the spelling checker and thesaurus on a computer; many of them aren't nearly as extensive as an old reliable Webster's or Funk & Wagnall.

2. Read the opinion section of the daily newspaper. Look up all the words you don't understand.

3. Build a reference library of dictionaries, thesauruses and books about word power. A favorite of mine is Words That Sell by Richard Byron (Caddylak Publishing).

4. Pretend you have to take the Scholastic Aptitude Test (SAT) or Graduate Record Exam (GRE). Go to a bookstore, and buy test preparation books. Study the vocabulary section. Use index cards, and write one word on each; turn the card over, write the definition on the back and study them whenever you have a spare moment. Eventually your expanded vocabulary will help create a person who has the power to capture and convert more customers.

5. Enroll in a course on writing for sales and advertising at a community college. Even if you have the budget to use an advertising agency, you need a basic knowledge of what pulls a response and what doesn't.

6. Read at least one new book a month. Choose a variety of books such as fiction, nonfiction, self-help, reference materials and poetry. You'll find marvelous ideas and words to trigger your imagination.

7. Use a journal to record ideas that sell. Don't miss the opportunity to write down any brilliant flashes you may have.

8. Start an advertising scrapbook. Collect "zinger" ads from magazines, newspapers, brochures and mailers. Don't discriminate-take ideas from everywhere. The goal is not to copy other people's work but to stimulate your creativity and originality.

9. Use simple words and sentences; they have the most sales impact. An overdressed thought is as distracting as an overdressed person. If, when you called on a customer, you wore a tailored suit with a chartreuse necktie or lots of jewelry, your accessories might be so distracting, they would detract from your message. In words, as in dress, less is often more.