Adverbs perform many functions, but with eCommerce writing, too many adverbs can make a piece seem fluffy. The aim of eCommerce writing is to give as much information as possible concisely. So, we should strive to use adverbs sparingly.
What is an Adverb?
Adverbs are words used to modify other words in a sentence. They give more information about how an action happens and can be used to describe when, where and how something happens. There are five types of adverbs:
Manner – Explains how an action is carried out – sadly, happily, joyfully, greedily, joyfully
Time – Explains when an action happens – tonight, today, yesterday, tomorrow, now, soon
Frequency – Explains time, or how often an action occurs – frequently, sometimes, never, daily, often
Place – Explains where an action is carried out – inside, outside, ahead, above, below, near, far.
Purpose – Explain or describe why an action occurs – since, because, thus, so that.
Rules for Using Adverbs
There are a lot of rules when it comes to using adverbs.
- They should be used to modify verbs.
- They are often formed by adding ‘ly’ to adjectives. However, there are many exceptions to this rule.For example: everywhere, downstairs and nowhere are all adverbs.
- Adverbs can be used to modify an adjective and intensify its meaning.
- Adverbs should be used sparingly in eCommerce writing.
Adverb Placement
If you are going to use adverbs, where you put them in a sentence is extremely important. Adverbs should be put as close as possible to the words they are modifying. If you place an adverb in the wrong spot, it can make the sentence awkward and difficult to read or change the meaning of the sentence completely.
Example:
- Suzie only fed the dog – This sentence means all Suzie did was feed the dog, she didn’t pet it or do anything else with it.
- Suzie fed the dog only – This sentence means Suzie fed the dog, but she didn’t feed the bird, cat, fish or any other pets.
Tips for Using Adverbs
It’s important to not overuse adverbs in eCommerce writing. Follow these tips to ensure best use:
- Only use adverbs where they are most needed
- If the adverb isn’t helping the sentence (the sentence reads well and makes sense without the adverb) remove it
- If the adverb seems weak, replace it with a strong one
- If the verb or adjective works without the adverb, remove the adverb
- Really and very are both overused adverbs. If you use them, ensure they are truly needed
- Do not use adverbs just to make word count
When to Avoid Adverbs
Adverbs can’t be avoided completely, and shouldn’t be. They are useful in some situations. However, the trick is to not use them unnecessarily. When you’re writing content, read back through your sentences, and if the adverb or verb doesn’t seem precise or powerful enough, or the sentence makes perfect sense without an adverb, don’t use one, or try to come up with a stronger verb or adjective to use instead. This will help ensure your writing is strong and concise.
Weak vs Strong Verbs
People often use adverbs to modify a weak verb instead of using a strong verb. Examples:
Weak verb – Paul ran to school
Weak verb + adverb – Paul ran quickly to school
Strong verb – Paul sprinted to school
Weak verb – Sarah spoke to her son
Weak verb + advert – Sarah spoke quietly to her son
Strong verb – Sarah whispered to her son
Of course, there are times you should use adverbs. But, you should always use them sparingly, and ask yourself, ‘is there a stronger verb I could use instead?’
If you aren’t sure whether you’re overusing adverbs, you can use a grammar checker like Prowritingaid. You can find a link to it and other useful tools here.