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Lose those adverbs and strengthen your writing

Part of our ability to promote and persuade in the insurance industry hinges on our ability to write clearly, concisely and unemotionally. By eliminating adverbs from our writing, we can reduce the clutter in our communications.

What is an adverb and why should anyone care? An adverb is a part of speech that modifies several parts of the language, including verbs and adjectives. Often, adverbs end in “ly.”

Adverbs often answer questions like “when,” “how often,” “how,” or “in what manner.” Here are some adverbs:

· admittedly
· sadly
· totally
· highly
· completely

Adverbs weaken your writing. Most adverbs can be eliminated from text without losing one iota of meaning.

We see adverbs often in insurance writing. Have you ever written any of these sentences?

“The home was totally destroyed.” If it was destroyed, why do you need to add “totally”?

“Admittedly, you made a valid point.” If you say the point was valid, why add “admittedly”?

“I note that you were understandably confused.” Not only is the tone condescending, but it’s clearer to say, “I understand your confusion.”

We can avoid the use of adverbs in writing by using verbs. Instead of saying, “I was badly mistaken,” how about saying, “I was wrong”? Or instead of writing, “That is highly unlikely,” try “That is improbable.”

Search “ly” with your ‘find’ function and you can search and delete those adverbs. Your writing will be clearer and more concise.

Even the best writer needs occasional help to deliver the best message in the fewest words. A copywriter streamline your communications and set you apart from your competitors.

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