When you show them motion - they take action

replace those adjectives with a verb and see results - fast!

Do you remember ... basic English class when you learned about verbs and nouns? When you diagrammed sentences?

*shudder* me, too. Not my favorite lesson. Nor one I want to go over today.

Except to say that diagramming helped me identify the sentence's different parts of speech and how they work together.

Yes, I recalled those diagrams as I chatted with a fellow copywriter. She was stuck. She knew that action words - verbs - would help to show her reader how much fun they would have if they purchased the product. Yet she kept reverting back to using tired phrases and boring words.

She knew - when it comes to writing copy for email - those verbs make a difference.

I shared a list I had in my files. This list was of 101 persuasive words. It was compiled by Leo Burnett. She quickly found a few verbs to use. I read the rewrite and was impressed with how much they punched up her copy.

An advertising giant, Leo Burnett is a global advertising agency based in Chicago. This firm created Tony the Tiger, the Pillsbury Doughboy, the Marlboro Man, the Jolly Green Giant, Charlie the Tuna, and more icons of marketing than probably anyone around in the advertising world.

He, Leo Burnett, researched failed copy and successful copy and found a startling fact.