Dump Your Adjectives

No one says their product is bland, poorly made or difficult to use.

We use words like “beautiful”, “innovative” and “top-quality”.

But when everyone adopts the same set of adjectives, messages become indistinguishable from one another.

Words lose their impact.

To stand out, be specific. Show the meaningful attributes that sets your product or service apart.

Don’t sell your shoes as "top quality". Describe the hand-stitching and luxurious Italian suede.

Software that’s "fast, beautiful, and state-of-the-art" is not as appealing as software that empowers users to complete their workday by noon.

Instead of an online course that’s “choc-full of useful information”, describe the topics covered and the transformation it will bring.

Don’t be a lazy writer. Be specific.

And dump your generic adjectives.