In our article “Power Words: what they are and how to use them in your copy” we understood that not all words carry the same weight.
To continue exploring this concept, this time we want to discuss “Action Verbs” for brand communication: what they are, where they are used, and how to use them correctly.
What action verbs are and where to use them
Action Verbs are verbs whose purpose is to make the user perform a specific action, by stimulating their feelings and emotions.
Like Power Words, Action Verbs must also be specific and used to replace all generic, low-meaning, and low-impact verbs.
There are several ways to leverage Action Verbs, for example:
- In headlines: it is essential to include action verbs to make headlines more attractive and dynamic. Also take a look at our article “Copywriting and strategy: 8 ways to write a headline.”
- Before the CTA: placing action verbs before CTAs (calls to action) makes the latter much more effective.
- In paragraphs: it is useful to use Action Verbs within various blocks of text as well.
- In email subject lines: these particular verbs help increase open rates.
How to use Action Verbs: a practical example for you
Before writing any text, it is important to know right from the start what you want to communicate.
The method we recommend following is to create a first draft of the text, and then proceed with the eventual replacement of terms using Action Verbs.
Look at this image:
Verbs like “eat”, “do” or “improve” obviously make sense, but they are generic and lack impact. As mentioned before, the ideal solution is to use action verbs to generate an image in the user’s mind that is as concrete and specific as possible.
Let’s look at an example: imagine we have to promote a breakfast cereal.
The first sentence is characterized by generic verbs, while the second uses action verbs.
- The new Honey Cheerios are finally available in all supermarkets! Are you ready to eat them?
- The new Honey Cheerios are finally available in all supermarkets! Are you ready to devour them?
Do you want help making your copy irresistible?
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