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