As a copywriter, there may be times when your inner English teacher cringes. It’s just a fact of life. While you may not actually be using words like “un-correct” in your sales copy, you also may not have much of a chance to break out the thesaurus. Copywriting is about mass emotional appeal, which may not necessarily coincide with perfect grammar.

Copywriting Tips to Make Your Inner Editor Cringe:

Fragments are OK 

Sometimes, short simple sentences are the best kind. If your sentence makes coherent sense, it may be ok to leave it in - even if it’s not technically a sentence. Strong fragments, such as “Top copywriting tips and tricks…” may actually be a great asset to your sales letter. Avoid weak fragments with no main idea, however, as they don’t help your cause.

Contractions are OK 

Copywriting is far from formal. Your goal is to appeal to the common person, and normal people use contractions. So go ahead and throw in a few aphostrophes - it will make your writing appear more human. And that’s a good thing!

Some Slang is OK 

Industry specific slang is a great way to show that you know what you’re talking about. Use it whenever appropriate. Standard abbreviations for the industry (IM for Internet Marketing, for example) are also a good way to instill confidence.

So, when you’re editing and proofreading, listen to your gut along with your spell check program. Some grammar problems might not be problems at all!

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