Nicolas Cole says great copy follows two rules: be tangible and objective. Use concrete nouns and active verbs instead of vague adjectives. If your copy is full of "better" and "faster," it's unclear. If it's full of nouns and verbs like "building" and "Chicago," it lands.
The best copy, it follows those two rules that I hammer repeatedly. It has to be tangible, not intangible, and it has to be objective and not subjective. And the stress test, the way that you really understand, am I doing that, is you ask, am I speaking in nouns and verbs, or am I speaking in adjectives? And if you are speaking in adjectives, what that means is you have an unclear message that you are trying to say is better, faster, stronger, cheaper. You are describing something that is unclear. When you speak in nouns and verbs, it's impossible to misinterpret a noun. If I say building, it's a building, it's a thing. If I say Chicago, it's Chicago.
What Every Writer Gets Wrong About Their Audience #writing #creator #writingtips
