Show don't tell
Replace adjectives with proof, scenarios, and numbers
Adjectives claim. Specifics prove.
The translation table
Banned adjectives
powerful, simple, easy, seamless, beautiful, robust, flexible, scalable, smart, intuitive, modern, next-generation, cutting-edge, best-in-class, innovative
Replace with a number, a scenario, or a screenshot. If none fit, cut.
When the adjective stays
Three exceptions:
- Product categories: "Open-source database." Descriptive, not aspirational.
- Proper nouns: "iOS-native," "Stripe-compatible." The reference proves it.
- Proof follows immediately: "Fast: first paint under 200 ms."
Adjective stacks
Numbers that lie
"Up to 10x faster" without a benchmark is a Tell dressed as a Show. Up to could mean 1.2x. Cite the benchmark or drop the claim.
"Trusted by 10,000+ companies" is weak. "Used by Stripe, Linear, and Vercel" is strong. Names carry their own proof.
The smell test
Read your hero out loud. Underline every adjective. Read again without them.
Sentence still works? Cut them. Sentence collapses? Replace the adjective with its proof: a number, a name, or a scenario.