Key Takeaways:
- Weak verbs slow down your copy and lower response.
- Active verbs are sharper, faster, and more persuasive.
- Always test your sentences: cut weak “noun-like” verbs, energize with action.
- The difference between “made a statement” and “stated” can be the difference between losing and closing a sale.
- Direct response thrives on momentum—verbs create it.
Your copy is only as strong as the verbs you use.
The biggest mistake I see in direct response writing? Weak, flat verbs that suck the life out of your copy.
If you want your copy to be dynamic, alive, and persuasive—you need to fuel it with active, descriptive verbs.
Compare the Difference
The chief engineer made the statement…
vs.
The chief engineer stated…
Which one grabs more attention? The second one. It’s tighter. More energetic. More persuasive.
Now try this:
The baseball player took action…
vs.
The baseball player acted.
The second example has instant impact. It’s faster, clearer, and sharper.
That’s the power of strong verbs.
Why This Matters in Direct Response
In direct response, your copy has one mission: move the reader to act.
Active verbs push your prospect forward. They create momentum. They make copy quick, sharp, and motivating.
By contrast, stagnant verbs bog your message down. They weaken your urgency. They turn excitement into dull explanation.
Trade Stagnant for Active
Here are some common copy-killers—weak nouns and adjectives—and their stronger verb counterparts:
- Stagnant: participant, convergent, compliant, satisfaction, rationalization
- Active: participate, converge, comply, satisfy, rationalize
One keeps your reader asleep. The other jolts them awake.
The Bottom Line
Strong verbs energize your copy. They make it vivid, sharp, and impossible to ignore. Weak verbs drain it of life.
The next time you review your sales letter, email, or landing page—ask yourself:
Are your verbs carrying their weight? Or are they quietly killing your response?
Want your copy audited for hidden “weak verbs”? Contact Michael at 615-933-4647 or email him at [email protected] and let’s make your copy work harder.
FAQs:
Q: Aren’t longer sentences sometimes better for explanation?
A: Explanation is fine—but never at the expense of energy. Even long sentences should be powered by strong, active verbs.
Q: Can I overuse action verbs?
A: Rarely. Just make sure they fit naturally. The goal isn’t to be clever—it’s to be clear, fast, and persuasive.
Q: Should this apply to headlines too?
A: Absolutely. Active verbs in headlines grab attention instantly and set the tone for the rest of your copy.
Q: What’s the easiest way to improve old copy?
A: Run a “verb check.” Replace stagnant verbs with active ones. Often you’ll see immediate response lifts.
About Craig Huey:
Craig Huey is president of Creative Direct Marketing Group (CDMG), a leading direct response advertising and marketing agency. He’s helped hundreds of companies—from startups to Fortune 500s—develop database marketing strategies that maximize ROI.
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