According to a study by Leo Burnett, one of the most renowned advertising account managers in history, effective text differs from ineffective text in the presence of more verbs. Why verbs and not nouns or adjectives? Because only verbs can convey energy and a clear call to action.
This principle also applies to SMS campaign texts. Verbs in advertising messages serve the following three functions:
1. Sparking Curiosity
If the message is engaging and contains a promise (like a discount, bonus upon a call, or limited-time offer), it evokes a sense of excitement, sparking curiosity. The desire to learn something not yet fully known motivates the client to explore your offer further.
To pique client curiosity, use verbs such as:
- discover;
- reveal;
- find;
- promise;
- update;
- develop;
- reduce;
- increase.
We recommend using these verbs in questions and pairing them with words like “secret,” “how,” or “discovery.” For example:
2. Stimulating Anticipation
When receiving a message, people expect another advertisement. Your goal is to trigger positive anticipation, making them excited about your offer. Correctly chosen verbs can vividly describe the results clients will gain from purchasing your product or service.
Use verbs that stimulate anticipation, such as:
- accelerate;
- exceed;
- conquer;
- win;
- outpace;
- stop;
- disarm;
- achieve;
- lead;
- experience.
These verbs work particularly well for businesses selling experiences, such as training sessions, entertainment centers, tours, beauty salons, etc. For example:
3. Creating Expectation of Reward
When you explain to potential clients that completing a certain action will earn them a reward, you embed the idea of value in their minds. This expectation increases responses to calls, applications, and orders.
Examples include “Buy 1, get 1 free,” “Join the promotion to win a prize,” or “Spend $100 and get a $20 bonus.”
Use verbs that evoke a sense of reward, such as:
- receive;
- buy;
- earn;
- find;
- advance;
- accept;
- book;
- register;
- win;
- sign up.
To ensure clients act after feeling the expectation of reward, add urgency, such as limited stock or a short campaign duration. For example:
Key Rules for Using Verbs in SMS Texts
1. Keep It Short: Replace long verbs with shorter ones. Use saved characters for additional information.
- use “find” instead of “discover”;
- use “insert” instead of “mount”;
- use “affect” instead of “influence.”
2. Use Positive Verbs: Set a positive tone with verbs that uplift and avoid negativity.
- write “achieve” instead of “fail”;
- write “gain experience” instead of “risk”;
- write “find a solution” instead of “lose.”
3. Simplify Verbs: Avoid compound verb structures. Replace phrases like:
- “get checked” with “check”;
- “make a call” with “call.”
4. Use Creative Verbs: Stand out by using verbs that evoke imagination and emotions. For example:
- “catch the brightest star”;
- “ignite a smile.”
5. Speak the Client's Language: Tailor your words to your target audience, using relatable verbs.
Conclusion
Verbs bring vibrancy and action to your advertising messages. Use them to ignite emotions, trigger reactions, and elevate your SMS campaigns' effectiveness!
