Pretty or elegant? Good or scrumptious? Nice or delightful? There is power in the 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:
Before
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.
After
Perfect Tank Top for Hot Summer Days
When the temperature is steamy outside, this tank will help keep you remarkably cool. Because it’s made of breathable, 100% nylon, you’ll love how it sheds moisture. Available in four spring-fresh colors.
See the difference? The latter paints a more vivid picture of the tank top than the former.
Try this…
Before
The Prestige Collection is a unique selection of ceiling fans available at Hastings Home Center. The Prestige Collection offers all the quality craftsmanship and dependable performance you expect from Hastings, along with styles so pretty they take ceiling fans to the next level — and dress your home for any occasion.
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After
The Prestige Collection is a distinctive selection of elegantly designed ceiling fans available exclusively at Hastings Home Center. The Prestige Collection offers all the expert craftsmanship and whisper-quiet performance you expect from Hastings. In addition, you get styles so stunning they take ceiling fans to the next level — and dress your home stylishly for any occasion.
What’s the difference? Why are the “afters” so much more powerful than the “befores”? Because compelling adjectives (and adverbs) were used. Adjectives let the reader know more about the product and develop a connection with it. But boring, ordinary adjectives aren’t the 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 the colors look like. They aren’t dark, gloomy colors. They are the delicate, sunlit shades found during the springtime.
Instead of saying “a unique selection,” we said “a distinctive selection.” Rather than “quality craftsmanship,” it’s “expert craftsmanship.” Not just “dependable performance,” but “whisper-quiet performance.”
Super Verbs also bump up the performance of your copy, so don’t ignore them.
Here are a couple of other exceptional examples from around the ‘Net.
See what I mean? Where do you find these Super Adjectives? They are all over the place! Here’s a short list:
Adjectives vs. Super Adjectives
- Appealing — attractive, alluring, fascinating
- Best — excellent, unsurpassed, paramount
- Cool — trendy, fashionable, hip
- Different — unusual, exclusive, special
- Easy — effortless, trouble-free, user-friendly
- Fabulous — tremendous, magnificent, remarkable
- Handy — functional, ideal, well-suited
- Improved — enhanced, superior, refined
- Leading — first-rate, top-notch, supreme
- Mouthwatering — tasty, savory, succulent
- New — innovative, fresh, inventive
- Powerful — forceful, persuasive, compelling
- Reliable — dependable, steadfast, trustworthy
- Safe — secure, fully guarded, guaranteed
- Unique — distinctive, rare, matchless
- Vivid — vibrant, brilliant, stunning
- Wonderful —– magnificent, amazing, astonishing
Boost Your Conversions
The more you help your customers visualize the products or services they’ll purchase, the better your conversions will be. With so many choices in today’s Internet space, shoppers and service seekers are bombarded with options. Using Super Adjectives causes your copy to stand out from a monstrously overcrowded marketplace.
Take some time to go beyond the ordinary. Find a few Super Adjectives to use in your copy in order to boost excitement and interest in the products and services you write about. The added attention that Super Adjectives bring can easily correlate to additional sales.
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