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verb-driven copy
2 posts
- 04ThursdayCase Study·
For years, I looked for fancier, flashier adjectives to strengthen my sentences. It took me a long time to realize that the more I painted the copy, the more I drained its soul and left the reader motionless.
From Adjectives to Verbs: Basecamp's 'Action-Driven' Copy Revolution
We examine how adjectives—often thought to embellish copy—actually drain energy, and how Basecamp pruned adjectives from its marketing copy to build a more persuasive rhythm with strong verbs.
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- 01MondayOpening·
For years, I believed stringing together adjectives like 'effective, impactful, and innovative' elevated copy; in reality, what convinces readers isn't the paint job, but the engine.
Ditching Adjective Vanity: Why Verbs Are the Engine of Copy
Adjectives meant to polish copy often erode credibility; what persuades readers isn't the paint job, but specific verbs driving the action.
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