Clay Campbell wrote in his Canadian Small Business post Unrealistic Expectations, that it’s "what the ad says, that determines the success of the campaign." Here’s a simple technique that you can use to improve your writing. It applies to ad copy, but also to letters and brochures as well as anything you write.
Ask your client to describe how people use their product or service. Write down all the verbs they use in their descriptions. Then using your imagination, a thesaurus or a dictionary, substitute the verbs with more powerful ones. You now possess a list of exciting and engaging verbs with which to craft your ads. For letters or brochures, after writing the first draft, pick out the verbs and apply the same technique.
You’ll discover very quickly that instead of laying flat, your writing will start to jump off the page with it’s own energy and verve.
Cheers
Steve
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