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Word Play With Words – Is This Hypnotic Copywriting?
Posted by JasperP on June 3rd, 2008
I just read this AWESOME article on three types of modifiers at copyblogger.com:
http://www.copyblogger.com/modifiers/
In the article, he talks about three types of modifiers
- Resumptive Modifiers
- Summative Modifiers
- Free Modifiers
The power behind these modifiers is being able to enhance the quality of your copywriting through creative substitutions. I have no idea how to explain this one so, here are the examples from the article:
This is the original sentence: “The restaurant serves excellent sushi that bursts with flavor.”
Nothing too fancy right? Now check out what happens when you use the modifiers for each version:
- Resumptive Modifiers: “The restaurant serves excellent sushi, sushi that bursts with flavor.”
- Summative Modifiers: “The restaurant serves excellent sushi, a house specialty that bursts with flavor.”
- Free Modifiers: “The restaurant serves excellent sushi, providing flavor you can’t get anywhere else and making you want to come back for more.”
- Combining all three: “The restaurant serves excellent sushi, a house specialty bursting with flavor, a flavor so unique it makes you want to come back for more.”
So you can see that by using unique substitutions, it creates more flow and ‘bounce’ into your writing. Check out the complete article at copyblogger.com:
http://www.copyblogger.com/modifiers/
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