By Karon Thackston © 2004 http://www.learn-copywriting.com
Pretty or elegant? Good or scrumptious? Nice or delightful? There is power in 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:
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.
Perfect Tank Top for Hot Summer Days
When 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 difference? The latter paints a more vivid picture of tank top than former.
The Prestige Collection is a unique selection of ceiling fans available at Hastings Home Center. The Prestige Collection offers all quality craftsmanship, and dependable performance, you expect from Hastings along with styles so pretty they take ceiling fans to next level – and dress your home for any occasion.
The Prestige Collection is a distinctive selection of elegantly designed ceiling fans available exclusively at Hastings Home Center. The Prestige Collection offers all expert craftsmanship, and whisper-quiet performance, you expect from Hastings. In addition, you get styles so stunning they take ceiling fans to next level – and exceptionally dress your home for any occasion.
What’s difference? Why are “afters” so much more powerful than “befores”? Because compelling adjectives were used. Adjectives let reader know more about product and develop a connection with it. But boring ordinary adjectives aren’t 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 colors look like. They aren’t deep, dark colors. They are delicate shades found during springtime.