Have you ever walked past a bus stop advertising a zoomed in image of a large slice of steaming hot pizza? Did the headline say something like, ooey gooey pizza? Did you cringe? Where you tempted to… walk on by?
I know if I read this I’d be more likely to lose my lunch than go out and buy it. This is a popular reaction among the masses!
You probably remember being taught about adjectives in school and in case you’ve forgotten, let me refresh your memory - they cover words such as: pink, hideous, irritating, lovely, muffled, magnificent, scrawny, gorgeous, tart and grumpy. They don’t have to be just one word either – they can be hyphenated, like ooey goey.
Whilst your teachers may have tried to encourage you use more adjectives to “improve” your writing, let me just tell you the 3 main problems with adjectives….
Adjectives are imprecise
Considering adjectives are supposed to improve your writing, they’re actually pretty vague. Take the word magnificent, for example, does it mean imposing, awe-inspiring, noble or grand? Who knows! Many adjectives almost hide your point rather than reveal. People will be shouting – Get to the point! Tell me why I should buy your product!
Adjectives mean different things to different people
The person, who described our slice of pizza as ooey gooey, obviously assumed it was a good thing. But, as you can see, some people (me) think ooey gooey = a disgusting thing. When words are imprecise, you lose control over the meaning the reader takes in – not good for conversions.
Adjectives sound too sales-y
Today’s user, thanks to interruption marketing, sales calls, people on your doorstep, are more cynical than ever before. Your visitor wants solid information from sources they can trust and if your website is filled with adjectives, they’re going to think you sound like you’re pushing sales on them. This will turn readers off. Think about when you read something yourself like, dream holiday in a sunset location, romantic and relaxing, peaceful and tranquil, your perfect getaway –Doesn’t it sound as though the writer is trying too hard? Aren’t you more suspicious than intrigued? It’s the adjectives that cause the problem.
