So much has been made about fake news recently. Everyone thinks that they can tell fake news from real news. From my point of view it is ALL fake. The only “news” that is real is video shot from someone’s phone or a snapshot from someone’s camera. As soon as you start interjecting adjectives into the picture, that is where the “spin” comes in. From that point on, it is to one degree or another, fake…it is just a question of degrees. In news (and I write news stories), they are often crafted with a HIGH percentage of spin and puffery and a rather low fact content.
People are hungry for FACTS.
Let me give you a NON news example and see what you think. I visited a Real Estate site in Greenville SC recently. Here are some screenshots of what I saw:
The parts that I circled are the “facts”. Words CAN be facts. And the person who wrote up this listing for their client did a pretty good job of describing the home with limited but effective use of adjectives and descriptions. Photos do NOT have adjectives. They let the viewer see for themselves and interpret the facts on their own. That is why the idea is for REALTORs to use them a lot.
A second example. This one from a different real estate site, located in Santa Cruz California. Here is the description that the REALTOR wrote about the property:
Desirable, established and serene community; Nice for walking and safe for biking. Solid home in good condition~ Laminate flooring and carpet~ Cozy wood-burning stove in the living room~ Garage and house separated with breezeway and tons of storage~ Lovely landscaped yard and lawn in front, gated side yard for pets and fenced/gated backyard with above ground pool, gate, and deck in back. The back wall of the house was painted with a beach scene, by local muralist: Jon Ton; Makes your pool-side retreat like a vacation getaway. Fresh interior paint, new shower door, new pool liner, good roof and best-of-all: MOVE IN READY!
Notice the much HIGHER percentage of adjectives? Just a writing tip from someone who does this for a living. People are hungry for FACTS, not opinions. And if they DO want opinions, they want them written in a way that does not sound like puffery. Lower your percentage of adjectives in what you write on a business site and you will be much more convincing.
Please note that in the case of BOTH of these websites, these were not the people who wrote the listing descriptions, that is just where I found them.
Lower your adjective ratio and increase the number of facts. You will increase your authority.