When you’re writing to sell, it can be tempting to use adjectives like these. But what do these words really say about your products and services? What do they tell potential customers who read your copy? Not a whole lot.
Baseball season is winding to a close, and throughout the winter players are going to be marketing themselves on the free agent market. Teams will be negotiating trades and deals. How do players market themselves to teams? Certainly not by saying, “I can hit more home runs than most players.” They don’t say, “I can run faster than the other guys,” or “I drive in runs better than your best player.”
No. Athletes market themselves to teams through stats. They have solid numbers that they cite. Batting average. Runs scored. Runs batted in. Bases stolen. On-base percentage. These are solid numbers that tell the story of each player and dictate how much money he can earn.
So why do marketers insist on using such abstract adjectives to sell their products? Don’t simply say, “Solar panels make your home more energy efficient.” Say “Our customers saw their electric bill drop an average $500 a year thanks to our solar panels.” Highlight the actual numbers for actual customers.
Prospects can’t argue with numbers. But adjectives tell them nothing.
Comb through your website. Any place you find vague references, substitute them with solid numbers. In some cases, you won’t be able to. But try your best to use real evidence whenever possible.
You could find your sales are stronger for it. (See what I did there?)
But I still love adjectives. Thank you, Schoolhouse Rock.
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