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Article:
'Copy ~ Not Grammatically Correct ~ Worry Not ~ ~ Copywriting'

By: Rob Hartley

"..... The reason is: it flows better; or it stands out better; more emphasis..........Copy,Copywriting,Copywriter,SEOcopy,Webcopy,Marketing,Advertising,DirectMail,Leaflets,Brochures....."

"..... The reason is: it flows better; or it stands out better; more emphasis..........Copy,Copywriting,Copywriter,SEOcopy,Webcopy,Marketing,Advertising,DirectMail,Leaflets,Brochures....."
For all you out there who passed through your secondary education in the subject matter of the English Language, you might not like what we copywriters do to it. But there is a reason. Case in point - on no occasion start a sentence with a conjunction (and, but etc.) - I'm always acting it. The reason is: it flows better; or it stands out better; more emphasis.

To give an example of this, let's say that you are manuscript copy for a direct sales campaign, in which you want your audience to know why your product is superior to all the others that are out there in the market place. You can of course inventory all the products behalf points as bullets. It works, it's clean and clear. But it's been done to death. What about something like this:

It's cheaper. And it lasts longer. And it doesn't cost so much to run. And it's portable. And it comes in six out of ones element colours. And it's waterproof. And it will withstand knocks. And it has a big memory. And you get the picture - please don't try and consider what 'it' is - I have no idea.

Grammatically, it's a horror show. But it's a way of creating interest. Remember that typewriting copy is anomalous from other forms of writing. You wouldn't want to record something like the above in a formal letter, but there is a hazard you might say something it. It has a run to it, and in that flow, some readers will find themselves carrying on down the page - which consecutively all, is the very essence of what you are trying to do - to get the reader to the basic of the page.

And don't be afraid of the cliché. Sneered at by other writers, the cliché is a Herculean ally of the copywriter. One of the very best is 'Free Offer' - don't you just love it? Last few; or exclusively yours; or limited invitation - there's quite a few of them, and they are good game for the copywriter. It stimulates interest, gets the reader wanting to find out more. It makes the reader feel that they might be getting something special, and that's what we all want isn't it?

Grammar is at the very heart of the English language, and I would hinder it to the hilt in most cases. Without it, making sense of a single line can be troublesome - remember that tome 'Eats Shoots and Leaves'? But sine die be afraid of penmanship something that is incorrect, so permanentlyN Plurality as you're sure that it conveys the meaning you want it to. And in the way you want it to. It can be extremely powerful, and should be part of every copywriter's arsenal.

"..... It stimulates interest, gets the reader wanting to find out more....."

".........."
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Article Source: http://www.unique-ezine-articles.com

Rob Hartley is a freelance copywriter, creating copy for ads, brochures, direct mails, flyers, and also websites, adwords and SEO. If you would like to get in touch to discuss any requirements you may have, please visit www.omniscriptor.co.uk