If youre like me, youre not writing that banner ad, Web site, or landing page to make your English teacher proud. Youre writing to sell.
If you get an A while youre at it, great. But dont count on it. To get prospects to click, call, or buy, youll need to take some liberties with the English language.
As direct-response legend Herschell Gordon Lewis so aptly said, Grammar is our weapon, not our god.
Although copywriting requires a different approach than Strunk and White would advocate, dont burn your grammar books just yet. Its important to know the rules before you break them.
Following are some rules to keep and some rules to bend or break. But first an important principle.
Clarity
Next time you face a grammar grappler, ask yourself this question: Which word construction will be clearer to the prospect or customer?
Clarity comes first because its the prescription for fast comprehension. Copywriting that blurs meaning (which sometimes includes grammatically perfect writing) slows reading and jeopardizes interest — and sales.
WARNING: This isnt license to play havoc with the English language. Literacy must...
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