I heard a radio spot for an area hospital this afternoon. One of the lines mentioned the center’s “brilliant” oncology care.
I was struck by that word - “brilliant” - because it’s not one I hear too often in an advertising context, and it’s a description I don’t immediately associate with medical care. It also felt very specific. And it was that specificity that put confidence behind the word, as though the chief cancer doc at the hospital would know how to define what’s brilliant about what they do, if asked.
The hospital could have said “we provide great oncology care,” and I might not have even noticed it or I could have accepted it as typical marketing hyperbole, because the word “great” is so overused and rarely defined or supported with proof.
But the word “brilliant” felt intentional and pointed. I felt a sense of trust. And, as a writer myself, I appreciated the other writer’s effort to differentiate the hospital’s level of care.
Strong verbs and adjectives slice through noise and demand your audience's attention. They draw people into your writing, rather than making it easy to ignore.