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I’ve talked before about how using unfiltered/unedited AI copy can be disastrous – and why we typically have a human-at-the-wheel approach for our ads. A common example of disastrous AI-generated copy is when AI tools give you cliched or verbose outputs.

Most commonly, adjectives can sometimes clutter your message, making it unclear and ineffective. 

The best way to do ‘human’ editing on cliche-laden AI output is to review your output one sentence at a time and strike out adjectives. 

You’ll find your output is cleaner, leaner, and meaner.

Let’s look at two examples from commonly seen ad scenarios: a fitness app and a match-3 game. Both instances show how reducing adjectives transforms the copy from bulky and unfocused to sharp and compelling.

Fitness App Ad:

• Original Copy: Experience our revolutionary, high-intensity workout routines that will transform your flabby body into a chiseled, athletic masterpiece.
• Refined Copy: Join our workouts. Transform your body.

Here, the original ad copy, laden with adjectives, promises a dramatic transformation. However, the refined version gets straight to the point, inviting the audience to experience transformation through action, without embellishment.

Match-3 Game Ad:

• Original Copy: Discover our dazzling, kaleidoscopic universe of intricate match-3 puzzles that guarantee to keep you hooked.
• Refined Copy: Play our match-3 puzzles. Stay engaged.

In the case of the match-3 game ad, the original copy is visually rich but potentially overwhelming. The refined copy simplifies the invitation, focusing on the core action and benefit: engagement through play.

Through these examples, the benefits of reducing adjectives in your scripts become evident. Clarity ensures your message is understood immediately, and brevity respects your audience’s time, making the call to action more compelling.

As you craft your next ad, challenge yourself to simplify, and strike out your adjectives for greater impact.

BEFORE YOU GO

I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it iTunes, Overcast, Spotify, or wherever you get your podcast fix. This podcast is very much a labor of love – and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show.

Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth@rocketshiphq.com. We read all the reviews & I want to make this podcast better.

Thank you – and I look forward to seeing you with the next episode!