Super Verbs That Can Make Your Copy Pop
When we make discussion of verbs that will increase the punch of your website, the first impression is always that we mean to punctuate the perimeter of the copy with “Pow! Zap! Zing!” Okay, perhaps not quite as dramatic as all that, but you get the idea. The premise behind using strong verbs to accentuate your website copy is not to give the impression of shouting one word phrases at your potential customers. Nor is it intended to over sell your site by claiming to be “the world’s number one….” or “the only …. that you will ever need!” While these types of phrases have their place in certain formats of marketing, the style of copy that will gain the confidence and psychological vibes of the visitors to your site are filled with action and emotional verbs.
Action verbs will literally keep your visitors at your site longer by drawing them through the site. Action verbs have the psychological impact of keeping your customers moving and the motion is what links them from one aspect of your site to another. Skillful use of action verbs are what will convince your client of the necessity of your product or service, the urgency associated with the need for the service, and the intelligence and trustworthiness of the company promoting the product or service.
Another method of verb usage which is very successful in print copy are emotional verbs. Any verb which can describe the emotional state of the person while they are in action brings the reader closer to the source of the action and promotes a feeling of knowing the person that the verb is describing. A person can walk across the room, or they can trudge across the room, or they can saunter across the room or they can slink across the room. Each one of these descriptive words not only conveys movement across the room but also provides a mental image of the person doing the walking.
This use of action and emotional verbs also amplify other words in the copy. Rather than being wet, your customer can be drenched to the bone, which prompts a more urgent response to purchase your moisture wicking long underwear. You get the picture.
Use of action and emotional verbs doesn’t come easy to some, it takes some practice. Really all it takes is a little forethought and a good thesaurus. If you are writing your own site copy, be sure the consider the way that you convey your message. Be sensitive to the temperament of your product and try to relay that emotion to your site visitors through words and phrases that will bring them into the action of what you are attempting to sell. Of course, if you decide to hire someone else to write your ad copy, you’re partially out of the woods, but not completely. This is still your copy to take ownership of, and you need to proof the copy with the same critical eye that you would use if you wrote it yourself.
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