MAGIC WORDS APPENDIX Magic words mean quite different things to different audiences. -- Joseph J. Ellis, What Did the Declaration Declare? (1999) The following list features magic words of special relevance to specialized audiences. A professional magician entertaining such groups might consider incorporating the appropriate magic words to demonstrate that he's "in tune" with the audience as well as to get a few laughs. actors and movie directors: • action! -- Edward Jay Epstein, The Big Picture: The New Logic of Money and Power in Hollywood (2005) advertisers: • breakthrough, secret, revealed, new, first, best, improved, bargain, sensational, easy, remarkable, genuine, popular, limited, proven, classic -- David Taylor, The Freelance Success Book (200 ) air traffic controllers: • cleared for the approach "[T]he magic words, 'Cleared for the approach . . .'" -- Steven Cushing, Fatal Words: Communication Clashes and Aircraft Crashes (1994) animal trainers: • consistency -- Charles Wilhelm, Building Your Dream Horse (2005) armed forces: • duty, honor, country "Duty, honor, country: Those three hallowed words reverently dictate what you ought to be, what you can be, what you will be. They are your rallying point to build courage when courage seems to fail, to regain faith when there seems to be little cause for faith, to create hope when hope becomes forlorn." -- General Douglas MacArthur, Thayer Award Speech (1962) • home -- Gordon Sullivan, This Kind of War: The Classic Korean War History (2000) • liberty -- Todd Hansen, The Alamo Reader (200 )