Morph words into mental motions pictures.

“A visual image in the hand of an artist is merely a tool to trigger a mental image.” - Roy H. Williams, aka The Wizard of Ads.
 
Words are another tool. Choose them wisely.
 
Modifiers, like adjectives and adverbs, are used to make the meaning more specific.  They are descriptors that paint a picture. However, be cautious. Use too many modifiers and your work will seem long-winded and cluttered, leaving the reader to piece together a collection of still mental images.

Indulging in lengthy descriptions embellished with adjectives may engage the senses but it won’t bring your story to life. Verbs, on the other hand, show action and cause your reader to imagine. Using active verbs adds depth, clarity and passion to your writing and engages the reader. Use words that are mentally stimulating.
 
Let’s start with a simple example.
 
“She spoke very quietly”, should be “She whispered”
 
“The boys slowly made their way up the stairs”, should be “The boys crept up the stairs”.
 
Once changed, the sentence becomes tighter and therefore more powerful.
 
Instead of “The room is filled with people I don’t like”, write “The room is infested.”
 
There is poetry in verbs. 
 
Modifiers paint two-dimensional still pictures.
Verbs create emotionally charged three-dimensional motion pictures.
 
"Good writing is supposed to evoke sensation in the reader -- not the fact that it is raining, but the feeling of being rained upon," - E.L. Doctorow, author of Billy Bathgate.
 
The reader's experience while reading your story determines memorability.

Are you creating a memorable marketing message or is it saturated with conventional writing?

Morty Silber, CEO

Mad Strategies Inc.
a Wizard of Ads Partner