On action-oriented writing

How do we turn writing from a dull pamphlet to a more electric neon sign? Action-oriented language and reasons for existence (French: raisons d'être) might help us persuade the reader:

Action-oriented language: verbs over nouns

Most nouns in our daily lives are inanimate objects. Inanimate objects don't move and don't do much on their own. So, if we write with mostly nouns, the reader tunes out.

Most verbs, on the other hand, consist of ACTION! Action often includes moving and progressing, changing and fluxing! When a word points to some kind of action, people with their animal instincts turn curious.

So, instead of a hyperlink to "our products", perhaps "what we make" might pique the reader's curiosity more? Instead of "our services", perhaps "what we do" might command more respect from the reader?

Using adjectives to spice things up?

We need to take care when using adjectives. These "description words" do not all necessarily make people cringe. However, words like "amazing" and "incredible" have become so overused. We should use rarer adjectives if we wish to spice things up. Scarce rarities in the form of encoded passages can carry somewhat of an enigmatic mystique. Of course, in time, the enigma could get "hackneyed" as fatigue of certain flowery words sets in!

"Why us?" instead of "About us"

We know a lot of people enjoy talking about themselves. When someone starts talking about themselves, we tend to tune out. Of course, if they talk about something beneficial to the listener, then the listener might actually listen!

So, to translate that into text, we have to offer a reason for existence to get people to listen. In a bright, bold heading or even in a hyperlink, the phrase "Why us?", instead of "About us", thrusts the reader into a quest to find out more about "us".

"Our solutions" instead of "Our services"

Like "Why us?", "Our solutions" gives the aura of "what can we do for you?" rather than "what are we trying to sell you?".

"Our services" has a connotation of willingness over ability, plus a demand to get paid right after the services rendered. It sounds very "retail", demanding you to "pay us first, then enjoy our product!".

Meanwhile, "our solutions" has a more competent sound: it implies a mastery over a problem. In addition, it does not read like a future invoice, seeking someone's money. It instead has an academic vibe that sounds mathematical and scientific: "We want to solve your problem, then we'll talk money!"