Back in school, you learned all sorts of grammar rules. Whenever you made a grammar mistake, your English composition was returned to you with red ink. Words were crossed out. Paragraphs were highlighted. Maybe your teacher even scolded you for making such silly grammar errors.
But when it comes to writing copy, it's okay to break the rules. Grammar is still important, but you don't need perfect grammar. That's because what gets the most sales or results is what matters the most.
You can begin your sentences with conjunctions such as “and,” “but,” and “or.” Your English teacher taught you never to do this. But when writing copy, it's perfectly acceptable.
Beginning your sentences with conjunctions can help break long sentences into shorter sentences. For instance, instead of one long sentence that joins two independent clauses with the “and” conjunction, you can break it down into two sentences with the second sentence beginning with “and.” Shorter sentences make your copy easier to read.
Unlike essays, you can use contractions in your copy. In our everyday conversations, we tend to use contractions a lot. Using contractions can help give your copy a conversational tone.
Slang and figures of speech can be used when appropriate. For instance, you can use the word “ain't.” You could say, “If you thought that was good ... then you ain't seen nothin' yet!” The Senmontier Strategy newsletter has used this word in one of its successful direct-mail letters.
You can use sentence fragments. This is an. Example. Of sentence fragments. While this is forbidden in the English classroom, you can get away with it in your copy. Sentence fragments can add a dramatic effect to your words –- captivating your reader's attention.
But even though you can break the grammar rules, you still need good grammar in your copy. You can't become sloppy with your grammar. If your copy is filled with grammar errors, it'll turn off your prospect.
For instance, you don't want to miss article words such as “the.” “Look at tree” is not a good sentence. It should be, “Look at the tree.” Your grammar forms an impression to your prospect. You don't want to ruin that impression with grammar mistakes such as this. It'll appear unprofessional and lower your prospect's trust.
So have good grammar in your copy. But keep in mind that you can break the rules to make your copy stronger.
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