Let’s be honest. Most adjectives are parasites.

They couldn’t exist without their hosts; yet they just sit there, sucking the lifeblood out of our noble nouns.

Don’t believe me? Ok, try this.

Look at the last thing you’ve written. Find an adjective (yes, there’ll be one) and then read aloud the sentence containing the adjective and noun it relates to.

Now, cross out the adjective (you can really go to town here and obliterate it from the page; it will make you feel much better). Take a pause and then read the sentence again aloud, this time with the noun left to stand on its own two feet. No adjective.

Result? The noun will sound and feel stronger, and you’ve reduced your word count by one. Honest. It’s true.

People who sprinkle adjectives like confetti seek a sugar-rush for their readers. They mistakenly believe more sauce will enhance, rather than drown, the original flavour of their piece. And adverbs aren’t any better. Completely unique? Please, just don’t.

None of this means you should never employ an adjective, only do it sparingly. They’re like the f-word. Meaningless when used in every sentence but memorable from the lips, just once, of your grandmother.

And don’t forget you have other tools. Stories, customer experiences, simple facts – they can all say your team is passionate about their work, without you saying ‘our team is passionate about their work’.

So, time to de-flea the dog. It might even wag its tail.