Wizard of Ads Monday Morning Memo
Business:Marketing
Using too many words is like eating too much.
It makes communication heavy and slow.
Short sentences hit harder.
Nouns and verbs are fists that deliver punches.Adjectives and adverbs are gloves that soften the blows.Unless they are unexpected.
A brass-knuckled uppercut is an unexpected adjective that modifies a noun you didn’t see coming.
“Your soup tastes like old socks that have been marinated in diesel, sprinkled with urine, and baked for three days covered in a sack that’s been used to wipe a donkey’s backside.”– Richard Poole, Death in Paradise, Season 1, episode 6
Soup is the subject.
Tastes, marinated, sprinkled, baked, covered, used, and wipe are the verbs.
Socks, diesel, urine, days, sack, and backside are the nouns.
Unexpected words unleash vivid images when they splash onto your mind.We’re driving through Mike’s Express Car Wash in Indianapolis.
Emerging from the tunnel, we look like we’re driving off the showroom floor.
A well-written paragraph unleashes bright colors like a car wash in Indianapolis.Words give us the power to speak worlds into existence.
What future will you set in motion today?
Roy H. Williams
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