Paint a Verbal Picture |
Use Adjectives to Spice Up Course Descriptions
Chances are you’ve only got a sentence or two to paint a picture of your course. Choosing highly descriptive adjectives can make potential students start salivating long before it’s time for class.
Adjectives are powerful. When they’re used well, they can create an emotional response. They can help you take a noun (think cake) and bring it to life (think warm, soft, molten-chocolate cake). Which would you rather learn how to make?
Let’s look at some descriptions for cooking classes and consider which are most likely to induce hunger pangs…
| Description #1 | Description #2 | Description #3 |
|
Appetizers, Fondue, Antipasto & Crudities |
Asian Basics: Springrolls & Satays |
Magnificent Muffins |
Description #1 is a bit flat. It lists but fails to describe. And there’s no compelling benefit statement.
Description #2 takes a stab with a few adjectives (classic, good). But would you ever really crave a cold shrimp springroll? Wouldn’t you be more excited to learn how to make a Thai-style springroll of juicy shrimp, zesty cilantro, and a tangy soy-ginger dipping sauce?
Description #3 gets even this non-muffin-lover thinking about lunch! It begins with a great benefit statement: who wouldn’t want to be able to serve freshly baked breads in less than an hour? It continues to use adjectives to paint compelling pictures: memorable; wonderful; hot-from-the-oven. It even ends with another benefit statement: ensure success every time.
When you only have a sentence or two to attract an audience, every word counts. Use descriptive adjectives to create emotional connection. Paint a picture with adjectives and potential students will start to see, smell, and taste your course, rather than just think about it.
Take it to the next level:
1. Homework: Open your most recent brochure. Randomly pick and read 3 class descriptions. Have adjectives been used to paint a picture of what students will experience in the class? If not, try re-writing the description with adjectives to evoke emotional response.
2. Check out the pages below for some quick reads on using adjectives to make more powerful course descriptions.
Michael Schurter is a partner at creative services company Virgo Visions.