Delete your adverbs. That's the expert advice, right? Not always....
Andrew Gould@AndrewWriteCopy
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Apr 11, 2025
~2 min read
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Delete your adverbs.
That's the expert advice, right?
Not always.
The persuasion professional strategically uses adverbs for maximum effect.
And in this short thread I'll share how you can do that.
// THREAD //
That's the expert advice, right?
Not always.
The persuasion professional strategically uses adverbs for maximum effect.
And in this short thread I'll share how you can do that.
// THREAD //
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First let's start with the basics.
An adverb is a word that modifies a verb, adjective, or another adverb.
They often end in -ly.
For example, in the sentence:
The boy ran quickly.
"Quickly" is the adverb.
Now let's look at why you should delete them...
An adverb is a word that modifies a verb, adjective, or another adverb.
They often end in -ly.
For example, in the sentence:
The boy ran quickly.
"Quickly" is the adverb.
Now let's look at why you should delete them...
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Sticking with:
The boy ran quickly.
The adverb's lazy writing, it weakens the sentence.
Instead, replace "ran quickly" with a stronger verb:
The boy sprinted.
Now it's better because it says the same thing, but with fewer words and a stronger verb.
So when possible...
The boy ran quickly.
The adverb's lazy writing, it weakens the sentence.
Instead, replace "ran quickly" with a stronger verb:
The boy sprinted.
Now it's better because it says the same thing, but with fewer words and a stronger verb.
So when possible...
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Delete adverbs where you can replace them with a stronger verb.
The exception being when you want to emphasise a point:
The controller responds instantly to your touch.
Here "instantly" works because it emphasises the speed of response.
But as persuaders we can go further...
The exception being when you want to emphasise a point:
The controller responds instantly to your touch.
Here "instantly" works because it emphasises the speed of response.
But as persuaders we can go further...
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And we can use a technique known as the assumptive adverb.
This is where you use an adverb such as:
Obviously
Naturally
Evidently
Clearly
In front of something you want your prospects to accept.
For example:
Naturally you want to improve your life.
Here's how it works...
This is where you use an adverb such as:
Obviously
Naturally
Evidently
Clearly
In front of something you want your prospects to accept.
For example:
Naturally you want to improve your life.
Here's how it works...
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It works because the adverb assumes the statement to be true.
To disagree with it would make the prospect look dumb.
So they go along with it.
And any doubt they do have is about the adverb, not the statement itself.
So to sum up...
To disagree with it would make the prospect look dumb.
So they go along with it.
And any doubt they do have is about the adverb, not the statement itself.
So to sum up...
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Delete your adverbs where you can replace them with a stronger verb.
Leave them in when they emphasise a point.
And use assumptive adverbs to help prospects accept what you're saying.
Now you're an adverb ace!
Leave them in when they emphasise a point.
And use assumptive adverbs to help prospects accept what you're saying.
Now you're an adverb ace!
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