Replace weak modifiers with strong nouns and verbs
Why cut adjectives and adverbs? |
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Why avoid adjectives or adverbs? They make journalists cry ‘hype’ & more Minimize modifiers: Avoid marketing fluff and ‘pouffle dust.’ |
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Why cut the marketing fluff from your web page? Hype reduces reading, sharing — even sales Cut the fluff online: Everybody loves a fluffy chick. Nobody loves a fluffy web page. Cut the hyperbole online. |
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Modifiers are ‘the great deceivers’ ‘The illusion of meaning without its substance’ Not so cool: Adjectives and adverbs add bulk without content. Use specific nouns and verbs instead. |
How to cut modifiers |
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When to use adverbs and adjectives ‘Applewood-smoked bacon’ just tastes better Vivid menu descriptions — “applewood-smoked bacon,” “Maytag blue cheese” and “buttery plump pasta,” for instance — can increase restaurant sales up to 27%, according to one study. |
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When to use an adjective or adverb Use them to change, not intensify, meaning Transformed: “‘Killing Me Softly’?” The Poynter Institute’s Roy Peter Clark writes. “Good adverb. “‘Killing Me Fiercely’? Bad adverb.” |
More on adjectives and adverbs |
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Resources on adjectives and adverbs Websites, books and tools Learn more about getting modifiers and hyperbole out of your message. |
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Quotes on adjectives and adverbs What writers & others say “There is a tendency to slather everything with adjectives and adverbs, when what you really want to do is strip it.” — William Blundell, author of The Art and Craft of Feature Writing |
Get more tips on adjectives & adverbs on Rev Up Readership.