The Two Most Abused Grammar Rules And Why We Copywriters Do It

The two most purposely abused rules are: (Trumpets, please) sentence fragments and ending a sentence in a preposition.

Sentence Fragments

Technically a sentence fragment does not contain at least one independent clause with a subject and a verb. Copywriters routinely ignore this rule. Why? Because it interferes with the flow of the copy. And because it’s they way real people talk. Here’s an example:

My copy: “We send our child to Proof Positive Pre-School because we want her to succeed in school – and in life. And because we’re her parents.

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Grammatically correct copy: “We send our child to Proof Positive Pre-School because we want her to succeed in school – and in life. And we send her there because we’re her parents. “

Read the two examples out loud. Which flows more smoothly? Is more easily understood? If you chose the first one – you’re my kind of copywriter.

Ending A Sentence In A Preposition

There’s an old story where Sir Winston Churchill is taken to task for ending a sentence in a proposition. His response? “Sir, that is a sin, up with which, I shall not put.” This little anecdote shows you that strictly adhering to grammatical rules can be off-putting and can be a great hindrance to the reader’s understanding. If you occasionally break this rule, you’re the kind of person I’d like to have a beer with. Amen.

More Marketing Advice

For over 30 years I have been a marketing consultant advising various businesses on unique messaging, branding strategies and copywriting. I love sharing my marketing tips, insights and secrets. Interested in learning more valuable stuff that could help improve your marketing life? Go to http://www.moneywordsmarketing.com/alans-blog/.

Take Away The Risks Of Buying… And Sell More

For all who sell to remote customers either online, via catalog or by direct marketing, here is a virtually foolproof way of increasing your sales.  Remove the barriers to buying from your customers as much as possible.
When consumers buy remotely – especially when they haven’t done business with you before – there is always some fear present.  Will I get what I ordered?  Will it be as described?  Do I have that much money?  What if it doesn’t fit or the color isn’t as shown?  What if it breaks?  What if I just don’t like it?

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It is a critical goal of your marketing to alleviate the fear by using Risk Reducing, trust-inspiring measures such as:
Unconditional Money-Back Guarantee
Try it before you buy it
No restocking fee
Easy payment plan
Perfect fit Guarantee
Strong product warranty
Do this and customers will feel more confident in buying from you – and that leads to more sales.

More Marketing Consultant Advice
As a long-time marketing consultant offering online copywriting services, I love sharing my marketing tips, insights and secrets.  Interested in learning more valuable stuff that could help improve your marketing life?  Go to http://www.moneywordsmarketing.com/alans-blog/.