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Add You - Dump Those Helping Verbs from Your Ads and Promotion Copy
It works:Because the Advertising Agencies tell you it works without producing one iota of evidence to substantiate their claims as to the exclusive increase in sales that one advertising campaign has produced!It works because we live in an over informed society, and the agencies are working very hard to increase the quantity (but not quality) of clutterIt works
The second one will bring a response like, “I haven’t read the Farm News this week because I got more plowin’ to do.”
The third sentence will be a joke to farmers so it may get some attention, but not because of the breakthrough.
The last sentence spells one thing to a dairy farmer, MONEY! You’ve got his attention with no thanks to helping verbs.
Helping verbs are like adverbs and adjectives; they dilute the power of your writing.
Take Mark Twian's advice and don’t use them unless you mu
A family business is defined as one that has 2 or more members of the same family working for it, the business is run for the benefit of the family. Generally speaking most family business does not last longer than 25 years, or 1 generation.There are advantages and disadvantages to working in a family business, one of the main disadvantages are; if thing go drastically wrong
“That a girl, Cindy!
“Go!
“Watch out!
“Move your…”
If there was a verb in a sentence, it was an action verb.
Most sentences had no more than 3 words.
I thought, we’re out here with a bunch of copywriters!
We know that we should not use passive verbs in our ads and promotion copy. Well, watch out for the helping verbs too. They will instantly turn a steel spike into that proverbial wet noodle.
If you don’t remember the 23 helping verbs, here they are as I memorized them about sixty years ago:
be is was were,
am are been being,
have has had,
do does did,
will would,
shall should,
can could,
may might must.
There is a place for these critters if you are studying Spanish verb conjugations. But there is not much room for them in copywriting.
Take a look at these examples:
Have you been tired of getting really bad headaches?
Are you sick and tired of headaches?
Sick of head splitting headaches?
The last one brought up my grammar checker because it doesn’t have a well-defined verb. It claims this is a fragment. It gave me this advice: consider revising.
If you are writing good copy, your grammar checker should be telling you that you should go back to grade school.
The first example has two helping verbs. The second has one helping verb. The last one has no helping verb despite the fact that my grammar checker tells me it needs a helping verb.
Tough!
The last example has punch to it. The answer, “YES” is demanded to the question. It has your attention and you hope like crazy that you are being offered a solution to a serious problem.
Having said that, what do you think the answer to the first two questions would be? It could be, “Well, yes. I had one a couple of weeks ago. I went to the drugstore and bought some ….. blah, blah, blah. Oh, I’ve got to get the telephone.”
Try this one (Forgive me. I live in Idaho.) :
You mustn’t miss out on what could be the big breakthrough in milk production!
Did you hear about our big milk production breakthrough?
Bossy is ready to give more milk. Are you?
Increase Milk Production--Now!
The only exciting thing about the first sentence is the exclamation point.
The second one will bring a response like, “I haven’t read the Farm News this week because I got more plowin’ to do.”
The third sentence will be a joke to farmers so it may get some attention, but not because of the breakthrough.
The last sentence spells one thing to a dairy farmer, MONEY! You’ve got his attention with no thanks to helping verbs.
Helping verbs are like adverbs and adjectives; they dilute the power of your writing.
Take Mark Twian's advice and don’t use them unless you mus
In a time when public and private philanthropic funds are shrinking, non-profits are scrambling to come up with bigger and better fundraisers to get their share of a smaller pie. In this difficult development atmosphere, non-profits must get the most out of the time and money they spend on fundraisers. Here are three fundraisers to watch out for because, if not done carefully, they
be is was were,
am are been being,
have has had,
do does did,
will would,
shall should,
can could,
may might must.
There is a place for these critters if you are studying Spanish verb conjugations. But there is not much room for them in copywriting.
Take a look at these examples:
Have you been tired of getting really bad headaches?
Are you sick and tired of headaches?
Sick of head splitting headaches?
The last one brought up my grammar checker because it doesn’t have a well-defined verb. It claims this is a fragment. It gave me this advice: consider revising.
If you are writing good copy, your grammar checker should be telling you that you should go back to grade school.
The first example has two helping verbs. The second has one helping verb. The last one has no helping verb despite the fact that my grammar checker tells me it needs a helping verb.
Tough!
The last example has punch to it. The answer, “YES” is demanded to the question. It has your attention and you hope like crazy that you are being offered a solution to a serious problem.
Having said that, what do you think the answer to the first two questions would be? It could be, “Well, yes. I had one a couple of weeks ago. I went to the drugstore and bought some ….. blah, blah, blah. Oh, I’ve got to get the telephone.”
Try this one (Forgive me. I live in Idaho.) :
You mustn’t miss out on what could be the big breakthrough in milk production!
Did you hear about our big milk production breakthrough?
Bossy is ready to give more milk. Are you?
Increase Milk Production--Now!
The only exciting thing about the first sentence is the exclamation point.
The second one will bring a response like, “I haven’t read the Farm News this week because I got more plowin’ to do.”
The third sentence will be a joke to farmers so it may get some attention, but not because of the breakthrough.
The last sentence spells one thing to a dairy farmer, MONEY! You’ve got his attention with no thanks to helping verbs.
Helping verbs are like adverbs and adjectives; they dilute the power of your writing.
Take Mark Twian's advice and don’t use them unless you mu
We work in an increasingly data driven business environment where your business critical data is the core of your business. It is estimated that 60% of companies that lose their data shut down within 6 months. We are all aware of the pitfalls of inadequate backups - the problem is what to do about it. What's the most effective way to backup and secure your data?Online
If you are writing good copy, your grammar checker should be telling you that you should go back to grade school.
The first example has two helping verbs. The second has one helping verb. The last one has no helping verb despite the fact that my grammar checker tells me it needs a helping verb.
Tough!
The last example has punch to it. The answer, “YES” is demanded to the question. It has your attention and you hope like crazy that you are being offered a solution to a serious problem.
Having said that, what do you think the answer to the first two questions would be? It could be, “Well, yes. I had one a couple of weeks ago. I went to the drugstore and bought some ….. blah, blah, blah. Oh, I’ve got to get the telephone.”
Try this one (Forgive me. I live in Idaho.) :
You mustn’t miss out on what could be the big breakthrough in milk production!
Did you hear about our big milk production breakthrough?
Bossy is ready to give more milk. Are you?
Increase Milk Production--Now!
The only exciting thing about the first sentence is the exclamation point.
The second one will bring a response like, “I haven’t read the Farm News this week because I got more plowin’ to do.”
The third sentence will be a joke to farmers so it may get some attention, but not because of the breakthrough.
The last sentence spells one thing to a dairy farmer, MONEY! You’ve got his attention with no thanks to helping verbs.
Helping verbs are like adverbs and adjectives; they dilute the power of your writing.
Take Mark Twian's advice and don’t use them unless you mu
In spite of all the talk about the romance of travel, if you’re frequently on the road for business, you know the story is often quite different! If you’re wandering around Europe with a significant other, missing a connection may only mean one less wonderful sightseeing opportunity in the city before you leave. If it happens on business travel, it often means chaos and lost opport
Having said that, what do you think the answer to the first two questions would be? It could be, “Well, yes. I had one a couple of weeks ago. I went to the drugstore and bought some ….. blah, blah, blah. Oh, I’ve got to get the telephone.”
Try this one (Forgive me. I live in Idaho.) :
You mustn’t miss out on what could be the big breakthrough in milk production!
Did you hear about our big milk production breakthrough?
Bossy is ready to give more milk. Are you?
Increase Milk Production--Now!
The only exciting thing about the first sentence is the exclamation point.
The second one will bring a response like, “I haven’t read the Farm News this week because I got more plowin’ to do.”
The third sentence will be a joke to farmers so it may get some attention, but not because of the breakthrough.
The last sentence spells one thing to a dairy farmer, MONEY! You’ve got his attention with no thanks to helping verbs.
Helping verbs are like adverbs and adjectives; they dilute the power of your writing.
Take Mark Twian's advice and don’t use them unless you mu
Putting together a fundraiser can be a fun and a profitable way for an organization and you to make money. Non-profit organizations who are involved in some form of community service are always looking for ways to raise funds. The first thing you want to do is identify or find an organization that is interested in raising funds. You can find prospects in many groups such as churc
The second one will bring a response like, “I haven’t read the Farm News this week because I got more plowin’ to do.”
The third sentence will be a joke to farmers so it may get some attention, but not because of the breakthrough.
The last sentence spells one thing to a dairy farmer, MONEY! You’ve got his attention with no thanks to helping verbs.
Helping verbs are like adverbs and adjectives; they dilute the power of your writing.
Take Mark Twian's advice and don’t use them unless you must!
Darn, I used a helping verb!
Copyright©John Taylor Jones, Ph.D. 2005
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