What’s the difference between pretentious and good copy? Adverbs (and equally bad adjectives).
Yet sometimes, the right adverb or adjective makes all the difference (reread the second sentence above).
The right adverb bypasses the gatekeeper and sneaks in without a whimper. The right adjectives do too.
What makes them right? When there’s no better choice.
We love shortcuts, and the simplest shortcut in writing is to copy. We’re told that copying is the sincerest form of flattery.
Which tells us two things: a) the original was original, and b) it mattered.
It’s something worth remembering when you’re not quite sure if your copy is good enough.
PS. This took me years to get. If you get nothing else from this Science of Copywriting group, get this.