So even though your English teacher told you to avoid using slang, colloquialisms, sentence fragments, contractions and so on -- it is actually fine to use them with copywriting. Indeed, it is actively encouraged. (Warning: Just as over-zealous website owners can go overboard on littering their pages with far too many keywords in an attempt to attract the search engines, your business writing can run into similar dangerous waters. So by all means use sentence fragments and the like, but do not put greater importance on them than on readability. Your aim is to not to alienate your reader.)
Let's look at this a little more in depth.
SOME RULES ARE MEANT TO BE BROKEN
According to the 'rules', real sentences must have complete subject-verb-object constructions; anything less than that is called a 'fragment'. And it absolutely must be rejected. BUT what I'm telling you is that as long as your fragments are clear and communicate complete thoughts, then there is no reason NOT to include fragments in your writing.
Fragments are perfect for introducing pauses that bracket your thoughts or ideas for greater emphasis. Kind of like this one. However, if you use them at random just for the sake of it, then that's when things go belly up. They simply won't work. Instead, they'll do little more than cause confusion.
An example of well-placed fragmentation is: "Brighton. City living by the sea. The hippest bars and cafes. Plenty to see and do. Why miss out? Visit the next time the sun shines."
An example of a weak fragment is: "Brighton is the place. For pure entertainment wherever, whenever. And indulgence. You know. It's time... To get away. Visit today."
OK, that last one was slightly exaggerated, but I hope you get the idea.
IT'S A PROPOSITION, JIM, BUT NOT AS WE KNOW IT
Let's look at prepositions... The dictionary definition of preposition is a member of a set of words used in close connection with, and usually before, nouns and pronouns to show their relations to some other part of a clause.
All the staunch grammarians insist that you should not and must not end sentences with prepositions. Well, that's nonsense! As long as your intended meaning is clear and the preposition isn't redundant, then prepositions at the end of sentences are just fine.
For example, which flows easier to the ear as well as on the eye?
"Who are you writing to?"
"To whom are you writing?"
Well, I hope you thought the former; else my point has just been blasted into space!
Put simply, yes, it IS perfectly acceptable to put words such as "upon", "for", "by", "of", "with", "which", "up", and "to" at the end of a sentence. It isn't bad grammar to do so. It's common sense.
Yet another no-no that should definitely be a yes-yes is using the words "and", "because", "which", or "but" at the beginning of a sentence. Sometimes starting a sentence with these conjunctions makes for a really effective transition from one sentence to another. And it keeps things short, simple, and to the point.
At the end of the day, copywriting is all about writing in a conversation style. It's about writing how we talk. It's about helping to establish and build rapport. It's about using correct grammar when appropriate, and hanging loose on a few of the antiquated rules.
As long as you make sure you choose the right words in the right context, and you don't confuse the reader, then all's well that ends well.
COPYRIGHT: Tracey Dooley, Creative Consultant | PR Doctor | Marketing & Alliance Strategist
Adapted from Better Writing Skills 101 -- Write Your Way to Blockbuster Results and BOOST Business to Boot: www.mediaminister.co.uk/products.htm
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Tracey Dooley is a copywriter, marketing strategist, and editorial and creative consultant. She helps entrepreneurs, authors, publishers and FTSE100/250 companies boost response rates and attract new customers. Tracey also offers F.R.E.E. reports, coaching, insider tips, and other no-nonsense resources to help entrepreneurs and small business owners market themselves more consistently and effectively. =====> To receive your F.R.E.E. Audio CD and sign up for her freebie business-building tips, marketing and publicity pointers, visit http://www.mediaminister.co.uk.
