01743 491356 hello@codebreak.co.uk

Improve Your Copywriting Straightaway With This One Tip

by | Feb 18, 2021

There’s a disease that’s been eating away at business’s copywriting since the explosion of social media.

It’s the overuse of adjectives and adverbs. 

Sounds boring, I appreciate. BUT bear with me as this will make you money.

Writing is crucial when it comes to turning a reader into an enquirer or buyer. There’s no point having a great-looking website if your visitors don’t get convinced enough to do whatever it is you want them to do. The pretty pictures ain’t gonna do that. (Although they play a part, of course.) Same with an email, leaflet, social media post, an ad….

Don’t let your message get lost

Here’s the thing, where you can easily stand out against your competitors: cut out all the flowery words, the need to use adjectives and adverbs everywhere.

Why? All they do is hide your main message and make it sound like you’re trying to convince your own self about what you’re selling.

You’re not talking to friends down the pub. You’re representing your business, which is there to help people, yes, but also to generate revenue. The problem is, with personal social media usage going up, that line has become blurred. You write for your mates and you’re also exposed to how your mates write for you. Be approachable in your marketing and sales copy, sure, but watch out for making it too conversational.

I mean, have you noticed how much copy is full of fluff these days? Here are some examples:

Your service isn’t fast, it’s incredibly fast.

You’re not humbled about winning an award, you’re super humbled.

Your widget isn’t affordable, it’s totally affordable.

You get my drift. I bet you’ll start noticing this everywhere now.

The little and lazy words

The words “so”, “really” and “very” are culprits too. “The little and lazy words,” I call them.

This is so good. No, it’s excellent.

This is really loud. No, it’s deafening.

This is very funny. No, it’s hilarious.

“Very” is my pet peeve, although it’s an easy trap to fall into. Mark Twain said: “Substitute ‘damn’ every time you’re inclined to write ‘very;’ your editor will delete it and the writing will be just as it should be.”

Let your product or service speak for itself

Now, if your target audience is all flowery and lovely, that’s OK. You can probably get away with chucking in adjectives and adverbs.

But, generally speaking, you want to strip them out. I’m not saying make your writing blunt and formal like you’re back in the 1930s but, again, check that it doesn’t hide your message. Or sound desperate, like you’re having to rely on adjectives and adverbs because your service or product on its own isn’t good enough.

By reducing your use of adjectives and adverbs, your copy will make it clearer what you’re saying. Clarity and simplicity are good things. Leave unnecessary words and jargon for the amateurs or those trying to pull the wool over people’s eyes.

Advertising pioneer David Ogilvy talked about this 60 years ago. Nothing’s changed. Except we’ve all got caught up in the twee, social media way of writing.

How you write has an effect on how you’re perceived, consciously or subconsciously. That hasn’t changed either.

Copywriting is a huge part of Codebreak’s Marketing That Sells™ system that we deploy for clients. (Not very big. Huge 😂 ) Want to know more about how it could help your business? Apply for a free Discovery Call.

Stay safe, stay hungry.

Codebreak - Stay Hungry - Direct Response Marketing

Book your free Discovery Call

What's a Discovery Call?

This is a call where you tell us about your business goals and we see what Codebreak can do to help.

We'll discuss what's been working well for you when it comes to getting more customers, and what hasn't cut the mustard. How happy you are with your current marketing, who your ideal customer is.... An informal but productive chat about growing, protecting and scaling your business.

It is genuinely a discovery call rather than a mislabelled sales pitch.

If there's a match between what you want and what Codebreak can provide, we'll give you some options.

Search marketing meeting
Codebreak Digital Marketing
Copywriting services

Who we work with

Our purpose

To help people and have fun

Call: 01743 491356

4 The Creative Quarter
Shrewsbury Business Park

If you’re an existing client, get in touch on your dedicated email address or through your account manager.


Stay Hungry Live

To book Andy and Joel for speaking gigs, podcasts, book signings, or live event workshops please fill in the form below and one of the team will be in touch.

Andy and Joel, co-founders of Codebreak