Use active verbs in advertising
Ever try writing, or speaking without inactive verbs? Ain’t easy!
Pegasus Ventures works hard keeping inactive verbs off client websites.
The text sounds better! It catches the eye! Active verbs add action!
Wordiness comes with inactive verbs
Finding concise wording presents challenges for everyone with inactive verbs making the effort more difficult.
Consider these two statements:
“Eggbert is the guy who is the best pizza maker in Timbuktu!”
“Timbuktu’s best pizza maker hands down; Eggbert!”
Removing the inactive verb, “is” twice creates a far better tagline with fewer words, too!
Better advertising statements removing inactive verbs
Removing the inactive verb “is” in the example above forced a little more time and thinking to fostering better wording.
The inactive verbs list:
Am, is, are, was and were, being, been, be,
have, has, had, do, does, did, will, would, shall and should, may, might, must, can, could
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