123ArticleOnline Logo
Welcome to 123ArticleOnline.com!

ALL >> Education >> View Article

Use Grammar As A Marketing Weapon

By Author: Ralph Adams
Total Articles: 39

If you're like me, you're not writing that ad, Web page, or radio script to make your English teacher proud. You're writing to sell.
If you get an "A" while you're at it, great. But don't count on it. To get prospects to click, call, or buy, you'll need to take some liberties with the English language.
As direct-response legend Herschell Gordon Lewis so aptly said, "Grammar is our weapon, not our god."
Although copywriting requires a different approach than Strunk and White would advocate, don't burn your grammar books just yet. It's important to know the rules before you break them.
Following are some rules to keep and some rules to bend or break. But first an important principle.
Clarity
Next time you face a grammar grappler, ask yourself this question: Which word construction will be clearer to the prospect or customer?
Clarity comes first because it's the prescription for fast comprehension. Copywriting that blurs meaning (which sometimes includes grammatically perfect writing) slows reading and jeopardizes interest -- and sales.
WARNING: This isn't license to play havoc with the English language. Literacy must prevail. Following are some rules to keep.
Rules to Keep
Subject and verb agreement. Whether you're writing an infomercial or War and Peace, singular subjects take singular verbs and plural subjects take plural verbs. Always. A simple rule, execution is sometimes problematic. The key is to clearly identify the subject of the sentence.
The active voice. If you want your copywriting to have maximum punch, use the active voice at every opportunity. Active voice: I wrote the sentence. Passive voice: The sentence was written by me.
Use of Modifiers. Modifiers can cause a variety of problems. There are the questions of which and how many modifiers to use. Again, let clarity be your guide. Also, poor placement of modifiers results in confusion, your enemy. To make comprehension easy, put modifiers near the words they're modifying.
Rules to Bend or Break
The Adventures of Huckleberry Finn by Mark Twain ushered in a new era in American literature. One of the main reasons was Twain's use of vernacular. He wrote the way people talked, a departure from the stiff, formal English common during the Victorian period.
For copywriters, writing the way people talk is absolutely essential.
Why? Because copy that is friendly, informal and conversational stands a better chance of getting prospects to click, call or buy. Which is exactly why sacrificing the following conventions can be in the copywriter's best interest.
Ending sentences with a preposition. To some a no-no, ending a sentence with a preposition can warm up your copywriting. Which sounds friendlier to you: "Here is the information you requested" or "Here is the information you asked for"?
Beginning sentences with a conjunction. Beginning sentences with conjunctions (and, or, but, nor) is more common, even in journalism. Not only is it the way people talk, it can shorten sentence length, a plus in delivering sales messages.
Other informal devices. Use contractions to warm up your message. Also, use sentence fragments. Not only do they shorten average sentence length, they add rhythm. And drama.
Punctuation. Use punctuation to your selling advantage. I'm inclined to use more dashes and an occasional exclamation point and ellipsis to add drama and excitement to the sales message. Commas can be pretty subjective, so I have a tendency to use the minimum amount to keep readers moving through the copy as quickly as possible.
Parting Reminder
Keep that grammar book, stylebook, dictionary and other writer's references nearby. You're still going to need them.
But don't let grammar be your god, or your next marketing communication could be a giant sales flop.

essay guarantees

Total Views: 73Word Count: 589See All articles From Author

Education Articles

1. Pick Ndt Inspection Training Courses For Exciting Career Opportunities
Author: pitekmnd prajapati

2. Expert Guidelines To Draft Sociology Dissertation Proposal With Ease
Author: Ava Smith

3. Oracle Adf Online Training - Virtualnuggets
Author: vasu buddi

4. Devops Online Training - Virtualnuggets
Author: vasubuddi

5. International Overseas Consultants
Author: Ashok vijay

6. Devalya Launches
Author: Devalya Education

7. Hpe6-a41 Coaching Kits
Author: Dennis Ng

8. Importance Of Getting Education From The Best Engineering College In Roorkee
Author: deepak arya

9. Most Versatile Branch Is Civil Engineeering In Roorkee
Author: deepak arya

10. Engineering - Not Only A Degree - But A Responsibility
Author: ponting brown

11. Best Mechanical Engineering College In Roorkee
Author: deepak arya

12. One Of The Best Engineering College In Roorkee
Author: deepak arya

13. Seeking Admission In Mba College In Roorkee – A Positive Step For Bright Future
Author: deepak arya

14. Become A Competent Forestry Graduate With B.sc. Forestry Colleges In Roorkee
Author: deepak arya

15. Engineering College In Roorkee To Make An Ardent Technology.
Author: deepak arya

Login To Account
Login Email:
Password:
Forgot Password?
New User?
Sign Up Newsletter
Email Address: