The Copywriter Vs The English Teacher

For many people, the ghost of English lessons past tends to curb their ability to write compelling and powerful copy.

Why?

Because as soon as they get taken over by the wondrous writing that flows from their finger tips a little voice pops into their heads; the voice of their old English teacher.  At times slang, sentence fragments, contractions, colloquialisms etc., are perfectly acceptable.

Here are just a few occasions when you can ignore the voice:

Sentence fragments

The rules state that all proper sentences should have a subject-verb-object construction. But if they communicate complete thoughts, they are a perfectly acceptable part of your writer’s tool chest.

“Get your copy of About the Home today. Full of tips and secrets. Why miss out? Buy yours today.”

Contractions and slang

Why can’t you use contractions? It’s perfectly acceptable in my book. As for slang – why not? If it helps communicate a particular message to your audience, go for it.

And…But

Hands up everyone who was told they couldn’t start a sentence with the conjunctions “and” or “but” – hogwash!!

If you refer to Fowler’s Modern English Usage you’ll be told that this particular prohibition had been ‘cheerfully ignored by standard authors from Anglo Saxon times onwards’ (Fowler’s Modern English Usage, Third Edition, p.52). Even Shakespeare used it in King John.

If it’s good enough for Shakespeare, it’s good enough for me.

Talking of Shakespeare, he also paved the way for another overruling of the grammarians – use of the split infinitive:

Root pity in thy heart, that when it grows

Thu pity may deserve to pitied be

(Sonnet 142)

And of course, another famous example will be known by all the Trekkies out there:

To boldly go where no man has gone before

Ending a sentence with a preposition

Those that believe this don’t have a leg to stand on. If they did I would’ve had to write “Those that believe this don’t have a leg on which to stand” – I don’t think so, I prefer my version!

It is perfectly alright to end on a preposition provided it’s not redundant – so you can ask “Where are you going?” but not “Where are you going to?”

Basically, if you want to write great copy that gets your readers attention and sells products – write as you would speak. By adopting a conversational style you will immediately build rapport with your audience gaining their trust and, with a bit of luck, their cash.

Just one other thing, ditch the Thesaurus – if you use that too often you’ll be in danger of writing with gratuitously overblown hyperbole instead of plain language.

Simple is the copywriter’s friend.

Sally Ormond, Briar Copywriting – Freelance Copywriter