Last week we talked about how verbs beat adjectives for making persuasive copy. Always look to knock out adjectives with verbs, nouns and adverbs. Consider this sentence–

The 2007 Hudson Essex features rapid acceleration.

Compact, but rather flat. Features is a bland verb. The exciting concept in this sentence, rapid, hides out in mid-sentence as an adjective. Stronger is …

The 2007 Hudson Essex accelerates from 0-60 m.p.h. in 6.2 seconds.

Technically-oriented buyers will be impressed. Lots of facts (nouns) and an action verb, accelerates. More dramatic …

The 2007 Hudson Essex accelerates faster than any car in its class.

More appealing to the general consumer, and we’ve introduced a competitive advantage thanks to the adverb, faster. More dramatic still …

The 2007 Hudson Essex takes off like a rocket.

Even though the metaphor is overused, this sentence is more likely than the original to inspire consumers to read further.

A couple other adjective-eliminating edits …

OK. Beltbuster Burgers taste delicious.
Better. Beltbuster Burgers melt in your mouth.

OK. Beltbuster Burgers are inexpensive and filling.
Better. A buck fills you up with Beltbuster Burgers.

These may not be the most imaginative examples, but I hope they help! Selecting vivid nouns and verbs often eliminates the need for adjectives.

Word Sell … Scrambled Toast … Semicolons