We discussed using nouns, verbs and adjectives that relate to the overall theme, but the emotions of the audience are easily tapped from the use of good, powerful, one-of-a-kind adjectives!

If you say the phrase, “We provide a solution” — you are simply making a statement of fact. However, by adding an adjective, you can change the intensity of the solution. “We provide a better solution” causes the audience to “feel” differently about your solution in relation to other possible solutions. If, instead of “better” in the above phrase, you use the adjective “unique”, the intensity rises to single-out your solution from the entire pack.

Adjectives can help clarify the motivator used in the script. A motivator (fear, pride, need, etc.) is the underlying element that drives your audience to action. If the motivator is fear, for example, then adjectives describing urgency, warning, and protection can help to intensify that motivator. The phrase, “we should reduce costs to remain competitive” might become more intense with “we must immediately cease this senseless spending to preserve our hard-earned competitive advantage.”

During the course of your presentation, to intensify the impact of your message, consider the intrinsic power of well-placed, emotionally-charged adjectives!