Thursday, December 27, 2012

Write with Strong Verbs

Verbs are important. Don't turn them into nouns.

That advice comes from Robert Gunning and Richard A. Kallan, the authors of the book "How to Take the Fog out of Business Writing."

The authors provide examples of how strong verbs become weak noun phrases, resulting in weaker sales messages.
  • Say "conclude" and not "come to a conclusion."
  • Say "estimate" and not "offer an estimation."
Verbs sell.

Craft your sales presentation with powerful verbs, and you'll increase your software sales.


  1. I wish the book you referenced had an amazon link.

  2. Thank you for your comment, Michael. I'll try to include amazon URLs in future blog postings that discuss books. The amazon link for this book is