Good persuasive copy uses verbs of movement, prefers verbs over adjectives, prefers adjectives over adverbs, uses Anglo-Saxon words over Romance words, and converts features into benefits.
normativepending
Speaker
Rory SutherlandEvidence Quote
“You use generally verbs of movement. You you use verbs in preference to adjectives and adjectives in preference to adverbs. I think you tend to use Anglo-Saxon words rather than the romance words”
Source
Marketing Expert: The Playbook Behind Every Great Campaign | Rory Sutherland— The Knowledge Project PodcastCreated: 8/10/2026, 11:32:46 PM
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