Writing copy that converts readers into buyers is a challenge that sends many business owners running for the hills - or at least seeking expert help.   Today I'd like to offer a simple bit of advice for those that prefer to do it themselves…Pay attention to your verbs.

Verbs are the POWER words in your sales copy. 

Verbs are the words that give your copy action.  They compel emotion and paint a scene that makes your writing pop! 

 

Using Verbs.  4 Simple Steps to Activate Your Copy.

These four steps are designed to be taken after you've written your sales letter, email, article, auto-responder etc.  They're part of the editing process.

1.  Eliminate passive verbs.  Passive verbs tend to leave your copy flat, uninteresting, and easily dismissed.  Powerful, active verbs compel action, engage the senses and even elicit emotions. 

Take the following sentence for example, "We are a provider of excellent customer service." Instead, you could write, "We provide excellent customer service."  or "We excel in customer service." The verbs 'provide' and 'excel' are more powerful verbs. 

Editing Step - Replace your 'state of being” verbs; is, am, were, was, are, be, being, been, with action verbs. Using your computer's software search and replace feature, search for these words in your copy and replace them with more active verbs.

2.  Eliminate the conditional tense verbs.  Conditional tense verbs are would, could, or should.  Instead use future tense verbs like will or must. 

For example, "To save time, you should write your copy first without editing."

"Write your copy first, then edit - it will save you time."

Editing Step - Use the find and replace feature on your word processing software to quickly replace all 'shoulds,' 'woulds,' and 'coulds' with more positive, future tense words. 

3.  Choose specific verbs.  To deliver a clear, compelling and emotive message strengthen your verbs by making them as specific as possible.

For example, the word 'teach' can also be expressed with the following verbs advise, brainwash, brief, catechize, coach, communicate, drill, enlighten, explain, instruct, lecture, train, tutor and so on….

Editing Step - replace vague verbs with specific verbs.  Use your Thesaurus.

4.  Avoid adverbs.  An adverb is a word that describes your verb.  If your verb needs describing then it probably isn't specific enough. 

For example, "Let's get out of here she said loudly."  Loudly is the adverb.  To add power to this sentence, replace the words 'said loudly" with a more specific verb like 'yelled,' 'bellowed,' or 'hollered' 

Editing Step - Using your find and replace feature, look for all words in your copy that end in 'ly'.  Kill the adverb and replace it with a specific, power verb.