"super Adjectives" Boost The Power Of Your Copy
By Karon Thackston, Sat Dec 10th
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 ClarkKent and Superman or Bruce Wayne and Batman, some adjectives areplain, ordinary, everyday words. Others are alter-ego SuperAdjectives that leap into your customers’ minds in a singlebound. 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 ofcool nylon, you’ll love how it sheds moisture. Available in fourpastel colors. After Perfect Tank Top for Hot Summer Days When the temperatures are steamy outside, this tank will helpkeep you remarkably cool. Made of breathable 100% nylon, you’lllove how it sheds moisture. Available in four spring-freshcolors. See the difference? The latter paints a more vivid picture ofthe tank top than the former. Try this… Before The Prestige Collection is a unique selection of ceiling fansavailable at Hastings Home Center. The Prestige Collectionoffers all the quality craftsmanship, and dependableperformance, you expect from Hastings along with styles sopretty they take ceiling fans to the next level – and dress yourhome for any occasion. After The Prestige Collection is a distinctive selection of elegantlydesigned ceiling fans available exclusively at Hastings HomeCenter. The Prestige Collection offers all the expertcraftsmanship, and whisper-quiet performance, you expect fromHastings. In addition, you get styles so stunning they takeceiling fans to the next level – and exceptionally dress yourhome for any occasion. What’s the difference? Why are the “afters” so much morepowerful than the “befores”? Because compelling adjectives wereused. Adjectives let the reader know more about the product
anddevelop a connection with it. But boring ordinary adjectivesaren’t the answer. You need Super Adjectives to entice yourreaders. For example, instead of just “cool nylon,” we say“breathable nylon.” The colors aren’t just “pastel colors,” theyare “spring-fresh” colors. When you read that, you begin toenvision what the colors look like. They aren’t deep, darkcolors. They are delicate shades found during the springtime. Instead of saying “a unique selection,” we said “a distinctiveselection.” Rather than “quality craftsmanship,” it’s “expertcraftsmanship.” Not just “dependable performance,” but“whisper-quiet performance.” Where do you find these Super Adjectives? They are all over theplace! Here’s a short list. You can also visit free sites likehttp://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 SuperAdjectives to use in your copy in order to boost excitement andinterest in the products/services you write about. That addedattention Super Adjectives bring can easily correlate toadditional sales.
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