By Karon Thackston © 2004 http://www.learn-copywriting.com
Pretty or elegant? Good or scrumptious? Nice or delightful?
There is power in the adjectives you choose. Just like Clark
Kent and Superman or Bruce Wayne and Batman, some adjectives are
plain, ordinary, everyday words. Others are alter-ego Super
Adjectives that leap into your customers’ minds in a single
bound. Adjectives are boring, but Super Adjectives impress,
inspire, and convince your customers more effectively.
Look at these examples to see what I mean:
Before
Great Top for Hot Summer Days
When it’s hot outside, this top will help keep you cool. Made of
cool nylon, you’ll love how it sheds moisture. Available in four
pastel colors.
After
Perfect Tank Top for Hot Summer Days
When the temperatures are steamy outside, this tank will help
keep you remarkably cool. Made of breathable 100% nylon, you’ll
love how it sheds moisture. Available in four spring-fresh
colors.
See the difference? The latter paints a more vivid picture of
the tank top than the former.
Try this…
Before
The Prestige Collection is a unique selection of ceiling fans
available at Hastings Home Center. The Prestige Collection
offers all the quality craftsmanship, and dependable
performance, you expect from Hastings along with styles so
pretty they take ceiling fans to the next level – and dress your
home for any occasion.
After
The Prestige Collection is a distinctive selection of elegantly
designed ceiling fans available exclusively at Hastings Home
Center. The Prestige Collection offers all the expert
craftsmanship, and whisper-quiet performance, you expect from
Hastings. In addition, you get styles so stunning they take
ceiling fans to the next level – and exceptionally dress your
home for any occasion.
What’s the difference? Why are the “afters” so much more
powerful than the “befores”? Because compelling adjectives were
used. Adjectives let the reader know more about the product and
develop a connection with it. But boring ordinary adjectives
aren’t the answer. You need Super Adjectives to entice your
readers. For example, instead of just “cool nylon,” we say
“breathable nylon.” The colors aren’t just “pastel colors,” they
are “spring-fresh” colors. When you read that, you begin to
envision what the colors look like. They aren’t deep, dark
colors. They are delicate shades found during the springtime.
Instead of saying “a unique selection,” we said “a distinctive
selection.” Rather than “quality craftsmanship,” it’s “expert
craftsmanship.” Not just “dependable performance,” but
“whisper-quiet performance.”
Where do you find these Super Adjectives? They are all over the
place! Here’s a short list. You can also visit free sites like
http://www.thesaurus.com for more.
Adjectives vs. Super Adjectives
·Appealing – attractive, alluring, fascinating ·Best –
excellent, unsurpassed, paramount ·Cool – trendy, fashionable,
hip ·Different – unusual, exclusive, special ·Easy – effortless,
trouble-free, user-friendly ·Fabulous – tremendous, magnificent,
remarkable ·Handy – functional, ideal, well-suited ·Improved –
enhanced, superior, refined ·Leading – first-rate, top-notch,
supreme ·Mouthwatering – tasty, savory, succulent ·New –
innovative, fresh, inventive ·Powerful – forceful, persuasive,
compelling ·Reliable – dependable, steadfast, trustworthy ·Safe
– secure, fully guarded, guaranteed ·Unique – distinctive, rare,
matchless ·Vivid – vibrant, brilliant, stunning ·Wonderful –
magnificent, amazing, astonishing
Take some time to go beyond the ordinary. Find a few Super
Adjectives to use in your copy in order to boost excitement and
interest in the products/services you write about. That added
attention Super Adjectives bring can easily correlate to
additional sales.
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