In Marketing Messages lose the Word IS

Your writing inspires those reading your marketing messages to take action, motivates them to learn more, or lights a spark that leads to an eventual sale. You are constructing words into sentences in your marketing efforts for that reason.  So here is the tip:

Forget, Banish, and never use the word ‘is’ again.

DON’T: The spiro potato preparation is inspired by Robuchon’s famous mashed potatoes.

DO: Robuchon’s famous mashed potatoes inspires the spiro potato preparation.

You can simply write better as above, using the active voice to describe your subjects and their actions. It can be helpful to think of the word IS as a  placeholder for a verb that embodies the message you are communicating.

For example:

Demanding attention the Mercedes E55 is owning the road as it winds its way to Monterrey,

As it winds its way to Monterrey the Mercedes E55 owns the road, demanding attention.

This simple writing tip can take your marketing messages from also ran to action inspiring. You need to sort through the details and know what you are looking for. In this case ‘IS’ undermines your efforts like no other word. Banish it.