The secret to writing good sales body copy is to use words that sound active and vigorous. Like a Hollywood blockbuster director, your aim is to entice, engage and keep your readers hooked to the plot of your story.
And the key to seducing your readers is to use words that convey action, also known as “verbs”. But many writers, presumably trying to sound more professional, tend to turn their verbs into nouns – big words that are used to name complicated ideas. This weakens the impact of your message and ultimately smothers the quality of your overall writing.
Here are some examples of nouns used in a few ads I’ve seen and how we can rewrite them into verbs:
Noun: We are one of the world’s fastest growing exotic car specialists, what’s special about us is our passion!
Verb: We are passionate about cars! And that’s what makes us one of the world’s fastest growing exotic car specialists.
Noun: Our specialization is web design and provision of IT solutions for your entire needs.
Verb: We specialize in web design and solving your IT problems.
Noun: We assist organizations and individuals to improve daily operations through the promotions of InfoComm & Security Technologies.
Verb: We offer InfoComm and Security Technologies that improve daily operations for organizations and people.
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