I just told an art director friend I was writing an article about verbs. I could see her rolling her eyes all the way from South Carolina, and we weren’t using Skype or Facetime! But then Marcie knows me; I’m a word nerd. I love words, especially verbs. Here’s why you should love ’em, too.
(NOTE: For those of you who slept through grade school grammar, a verb is a word that describes an action, condition or experience. For example, the words run, click, keep, share and feel are all verbs.)
You don’t have to be a word nerd — or a writer — to appreciate the power of a well-chosen verb to increase opens, clickthroughs and conversions that lead to more sales.
With most of today’s digital and ink-on-paper marketing including at least one call to action, verbs are more valuable than ever. That’s why writers and content developers need to choose their verbs carefully. Specificity really does count when it comes to selecting verbs that inspire, engage, motivate and persuade readers.
For those of you on Twitter, here’s an ah-ha. According to Hubspot Social Media Scientist Dan Zarrell, “Verbs beat all — adverbs, adjectives and nouns — in terms of attracting the highest number of shares. In fact, Twitter updates that include verbs have a 2 percent higher shareability than the average tweet.” (I can’t wait to see how many of you share this on Twitter.)
So, whether it’s a tweet, subject line, headline, envelope teaser, or CTA button, the right verb can dramatically amp up the clicks, calls, opens, and visits by which your marketing is measured. Here’s a list of verbs to get you started. Test for the best.
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One more thing. If you want scientific proof of the power of listening to or reading verbs to encourage a physical motor response (aka a click or call), read this. Caution: Be prepared to dig through the science-speak. This is not marketing copy.