Nouns vs verbs – don’t say it, do it!

One of the English grammar basics you learn at school is the difference between a noun and a verb. Nouns are naming words and verbs are doing words. So far so good. But in business writing, especially when it wants to appear formal, nouns tend to get preferential treatment.

Here’s an example:

Please submit your application.

If you turn the noun, application, into a verb, apply, you shorten and simplify the sentence:

Please apply.

In copywriting, your aim is to get the reader to act. When you use verbs instead of nouns, you energise your writing which, in turn, should energise the reader.

The more you think about this, the more it makes sense. Verbs describe actions. Actions require energy. Simple.

Action is also the key to engagement – focusing on action focuses the mind and prompts emotional responses.

Picture this

Why should your reader obey your call to act?

Because your copy promises them something. It’s promising to transform them in some way. This promise could be to gain more leads, recruit better talent, save money or expand their opportunities etc.

It works similarly to consumer brands. Here, the promise sells the idea that the product will improve the life of its purchaser – a healthier diet, a tidier house, a more glamorous wardrobe…

What helps the reader picture this transformation? Verbs. The human brain processes verbs more easily than nouns. It can picture the action happening.

Verbs are vehicles to carry your prospect over the line.

?

Let your language breathe

Traditional business language is formal and crammed with nouns:

“Development”, “leadership”, “management”, “facilitation”, “performance” etc.

Using nouns this way stifles your language. It feels rigid and stilted. This is unsurprising when considering the inflexibility and monolithic nature of many corporate bodies and institutions.

Unfortunately, this form of communication is so ingrained that smaller businesses tend to emulate it.

But it’s not the everyday language people use. And these people are likely to include your prospects, customers and employees. You want your words to engage them and persuade them to act.

Loosen that tie, unbutton your jacket, ditch those shoulder pads. Give your language more breathing space. Choose verbs before nouns to better connect with your audience.

I’m a Manchester-based copywriter. I believe EVERYONE can benefit from well-written, purposeful content.

Get in touch and I’ll show you how I can help you attract, engage and convert your target audience.