A seasoned mechanic places his frequently-used tools in the top drawer of the toolbox. Make sure you stoke a
supply of verbs in your Chief Marketer�s toolkit.
As head of marketing for your small business, you will no doubt be charged with producing copy for your company�s marketing efforts. Notice we said
produce; some of you may hire out the actual copy
writing, but it�s impossible to escape your responsibility of copy
reading. You simply can�t duck it--you are in charge of the final copy produced under your direction either by an employee or an outside freelancer or agency.
Why? Because you are accountable for the
sales that copy generates. The only reason to write one word about your business is to sell your product or service. No other motive exists.
In a future article we�ll cover a checklist of items to review in your copyreading duties, but today we introduce one important weapon in your copy arsenal:
Verb Scanning.
Many of us follow events via newspapers or trade journals or magazines or internet news sites. If you are like most people you scan the headline and maybe the lead paragraph; those two story components supply you with enough information to keep current on events in the world and your industry. If an article catches your interest, obviously you read more.
But, there�s another valuable technique to pursue as you read your local news:
scan the verbs.
High-octane verbs energize writing and compel the reader to keep moving through your marketing message. Most news just isn�t that exciting. Think marketing your product or service is a tall order? Try dredging up interest in a tired story like a long, drawn-out war or the ongoing battle with global poverty. A well-written newspaper article tows us through the news with
style as much as
content.
And the verb is absolutely key here. Adjectives are amazing aids in embellishing our story, but verbs thrust the story forward. Hyped-up advertising copy overworks adjectives and under-employs verbs. Effective copy engages the reader via the verb.
So next time you are reading that newspaper or trade journal, instead of merely glancing at headlines and lead paragraphs, take a marker or pen or highlighter and circle some of the better verbs the journalist hires to carry the load of pulling you through the story. Highlight those verbs that have an emotional or sensory connotation. You know how important it is to involve the prospect in the sales process; powerful verbs link the reader�s analytical mind with her senses, emotions or memories.
Jeremy Grant�s September 7, 2006
Financial Times article, �More than 100 groups face probe on options�, employs the following verbs in the first four paragraphs: �swelled�, �thrust�, �emerged� and �struck�. Grant�s sprinkling of these verbs in the beginning of the article propels the story along while subtly elevating the reader�s perception of the story�s importance.
Just look at those four verbs in their present tense: swell, thrust, emerge and strike. Don�t those all carry connotations way beyond their presence in a business daily? Can you see where bringing to bear these expressive types of verbs in your marketing copy can bond your readers emotionally closer to your brand?
If your few minutes spent each week scanning the newspaper for effective verbs lands even a few more sales, you'll be well-paid for your time.
Remember:
Brand (who you are) +
Package (your Face to the Customer) +
People (customers and employees) =
Marketing Success.
Article Source:
http://EzineArticles.com/?expert=Craig_Lutz-Priefert
