Kicking the 'empty adverb' addiction

Mark Twain once suggested: “Substitute 'damn' every time you're inclined to write 'very'; your editor will delete it and the writing will be just as it should be.”

Adverbs are the words we use to add emphasis to our phrases: 'wonderfully beautiful', 'really interesting' and 'quite unusual' try to indicate that something is more than beautiful, more interesting than you'd expect and more unusual than normal. But do adverbs always strengthen our message?

More fluff than substance
Too often, adverbs do just the opposite of enhancing the message a speaker or writer is trying to convey. In the worst case, adverbs make the audience wonder if the 'incredibly innovative software' idea offers nothing new at all, and if the 'amazingly effective consulting strategy' is just an average one trying to impress clients with big words.

The simpler 'innovative software' sounds more professional and less gimmicky, and an 'effective consulting strategy' holds more appeal without giving prospects the sense that it may over-promise (and under-deliver).

The bottom line is this: Said too many times, empty adverbs will inspire doubt rather than trust and can dilute the message.

Watch out for these empty adverbs
Two of the adverbs we (over)use most are very and quite (as in 'very expensively dressed' and 'quite literally stated'). Unfortunately, they often add little more than an extra word, and instead can muddle the main point. Very and quite are rarely essential.

Other potentially empty adverbs include actually, totally, absolutely, amazingly, completely, continually, constantly, continuously, literally, really, seriously, unfortunately, ironically, incredibly, hopefully, finally and unusually.

'It's a remarkable story' is a more powerful, self-assured comment than 'it's actually a remarkable story', and 'a flawless system' transmits a more confident message than 'a totally flawless' one.

Take action
As a wise blogger recently wrote: "A good writer knows that an adverb is just a better verb waiting to happen." Sometimes, it's not just a matter of removing the adverb but also of using action-oriented verbs. 

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Surprising results
To see the effects of ruthless adverb removal, try it on a personal ad:

'An unusually smart, very sophisticated woman looking for a very unique man who can become my very best friend. I'm a very spontaneous person with quite a positive outlook on life and am actually very friendly. I'm also really good at cooking, incredibly into travelling and have an amazingly friendly dog.'

By the end, you might question this woman's honesty, and get the vague feeling that the adverb-filled description is trying to compensate for qualities she doesn't actually have. But with a little editing, you get:

'A smart, sophisticated woman looking for a unique man who can become my best friend. I am spontaneous, friendly, and have a positive outlook on life. I'm also a good cook, love to travel and have a friendly dog.'

Her description seems more down-to-earth and toned-down – and the reader's eyes do not glaze over (not to mention that the ad costs far less to print).

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Writing ≠ speaking
So although empty adverbs may sound okay in ordinary speech, watch out for them in your writing. Many authors, journalists, copywriters, PR professionals and other writers rely on this clever trick to make their text more to-the-point.

Dramatic as this may seem, the goal is clear: The more you can cut your text down to the essential messages and benefits, the more clearly you will get your point across.