Action verbs sell. Whether an advertisement tells a customer what to do—“GET one now! PURCHASE by phone! SELECT your favorite options! ACT now!– or what action to take with a product – RIDE the Metro! READ the bestselling author’s latest release!
TASTE the difference!—advertisers use verbs that tell you to take action immediately.
Some ads begin with the first step of the buying sequence, for example “Ask your Doctor about changing your prescription,” “Call toll-free and speak to an agent,” or “Contact your local pet store today!”
The idea is to motivate people as they read an ad, to move them from the interest that made them stop in the first place to the action that the advertiser wants them to take.
Action verbs help create that sense of motivation and excitement—“Take advantage of this opportunity!”
Here are some specific strategies for using actions verbs to motivate potential clients.
The next time you’re struggling with that sales letter, mailer or web page, follow these simple rules. They’ll help you communicate your message more clearly and with greater selling power.

Avoid weak verbs— starting sentences with “it is” or “there are” state that something exists, without telling a client what to do with it or how they can benefit from it.
Weak: It is one of more important questions to be considered when choosing a bank.
Revised: Consider this question when choosing a bank

Place the longest item at the end of a series
—start with the simple and work toward the complex.
Weak: Mr. Charles has experience with real estate transactions, is punctual and efficient.
Revised: Mr. Charles is punctual, efficient, and experienced with real estate transactions.

Be specific
—avoid weak modifiers, such as many, several, approximately, and nearly . Specifics tell your audience that you know what your product can do.

Avoid compounds —Simplify where you can, and let one noun/verb/modifier do the work.
Weak: The Patagonia Van is superbly sleek and stylish.
Revised: The Patagonia Van is superbly stylish.
Weak: Sick and tired of late-night telemarketing calls?
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Revised: Tired of late-night telemarketing calls?

Be concise
—keep it simple. Don’t use 10 words when 5 will do the job without sacrificing meaning.
Weak: Client responses will depend on a number of variables relating to
Revised: their individual backgrounds
Client responses will vary.

Avoid redundancies
—when you repeat yourself in writing, readers will notice.
Weak:
“speedy, same-day delivery,” “completely, totally refurnished,” or
Revised:
“these essential essentials”
“same-day delivery,” “completely refurnished,” or “these essentials”

Watch Your Modifier/Verb ratio : count the number of adjectives and then compare that with the number of verbs. Verbs sell, while adjectives add color.
ACTIVITIES
1.
Write you own ad copy. Create a flyer, and e-mail message or a letter that tries to sell something you own
2.
Go online, and find five advertisements at one or several website—banner ads, pop-up messages, full-page ads—wherever they may fall on the page. Does the copy in those ads seem to adhere to the suggestions above? Is the ad copy effective? Why or why not?
3.
Find a copy of the Ten Commandments, one of the most influential moral codes in history. Count the number of adjectives and compare with the number of verbs.
Then, consider verb usage: are the verbs action verbs?
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