Hot take: every adjective you add makes you less believable.

Hot take: every adjective you add makes you less believable.

We gutted "amazing, powerful, game-changing" from 45 product captions and replaced them with one number each. Add-to-cart from caption clicks rose 19%. "Amazing results" is what a liar says. "Cut onboarding from 6 days to 40 minutes" is what a witness says.

Adjectives are where weak copy goes to hide. Agree? Quote-tweet your most padded line.