“Make the verbs do the work.”
Writing “The new sales letter pummeled the previous version,” paints a more vivid picture than “the new sales letter is better than the previous version.”
“Pummel” paints a powerful picture. That’s what verbs do for writers.
I adore adjectives, but overusing them usually ends up sounding like hype. Hyperbole causes allergic reactions for many would-be buyers.
A couple weeks ago, I had the pleasure of being Adam Franklin’s guest on the Web Marketing that Works podcast. I’ve come to admire Adam quite a bit over the past few months, and I was honored to be on his show.
We talked for about half an hour, discussing what I believe are the most important elements of direct response copywriting and marketing:
- a desire to understand, empathize with and provide value for your customers (which I refer to as “falling in love” with them)
- communicating clearly and directly, rather than trying to be cute or clever
- watching out for hype, without undercutting the strength of your promises and big ideas
It was a lot of fun. Have a listen over on the Bluewire Media site.
While you’re over there, check out all the other helpful resources and information Adam and his partner Toby give away. They give away 33 marketing templates from their book Web Marketing that Works. I highly recommend that you pick them up (opt-in required) and put them to use.