Monday, March 17, 2008

The Power of Verbs

Here is how a firm explained its products:

Ecotechnology solutions and services, including greenhouse gas emissions reduction in the high pressure natural gas transportation industry in developing countries;
Renewable energy utilizing wood and ag waste biomass as an alternative to fossil fueled combustion for steam generation;
Renewable energy utilizing algae biomass to sequester carbon monoxide for bio diesel and bio ethanol and other fine chemical products, feedstocks; and
Carbon credit generation from the above mentioned solutions and services.

If the firm's work had been described in phrases with verbs, the difference would have grabbed readers' attention:

We solve problems and serve industry through ecotechnology: for example, we reduce emissions of greenhouse gas in developing countries as they transport natural gas under high pressure.
We save fossil fuels when we generate steam by burning renewable biomass such as the waste from wood and agricultural products.
We use renewable algae biomass to sequester carbon monoxide for companies that make cattle feed and fine chemicals such as bio diesel and bio ethanol.
From all these services, we generate carbon credits.