Perfect Grammar Ain’t Necessary in Copywriting

broken eggs example of imperfect web copywritingThe timing couldn’t have been more perfect.  I just got an email a little while ago about a statement on the home page of my copywriting services website.  The concerned site visitor asked me not to take offense as he pointed out a grammatical error in the sentence, “Let’s don’t even discuss the condition of….”  His point was that – if you un-contract all the contractions – you end up with “Let us do not even discuss the condition of…”  His suggestion was to use the proper version which would be “Let’s not even discuss the condition of…” or “Let us not even discuss…”

He’s absolutely correct.  But – as I explained – most people wouldn’t say “Let’s not…” they would say “Let’s don’t…”  And, because copywriting does not require textbook perfect grammar, I usually default to a more conversational tone depending on the copy being written.

I’m not alone.  MSNBC recently published an article entitled Copywriting Grammar Ain’t Perfect where they confirmed what I, and countless other copywriters, have know and practiced for years.  What was their #1 suggestion?  Consider your audience.

The article goes on to explain something I’ve preached since I began writing: “While you might say, ‘My analysis of the current state of the economy provides a negative future outlook,’ to your boss, you would probably say something more like, ‘The economy stinks,’ to a family member. You need to change your language and tone in your copy just as you do in your everyday conversations in order to appeal to the audience you’re communicating with.”

My proofreader has a standing order I insist on:  Never use the word “whom.”  There have been a few instances where I’ve lifted that rule, but for the most part, I find the word to be far too snobbish for the tone of most copy.  What are other grammar rules copywriters can break without fear?  The article lists 5 no-nos that you can say yes to:

  1. Contractions
  2. Dangling prepositions
  3. Slang words
  4. Sentence fragments
  5. One-sentence paragraphs

All get the thumbs up when writing copy in a conversational tone.  So lighten up!  Speaking with people in their most comfortable style of communication brings far more power to your copy than perfectly groomed grammar.  And there ain’t nothin’ you can say that’ll change my mind :)

In need of targeted, natural-sounding SEO copywriting?  Karon has provided powerful web copywriting for Gorton’s Seafood, the American Boating Association and other B2C companies.  Contact her today about your project at http://www.marketingwords.com.

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7 Responses to “Perfect Grammar Ain’t Necessary in Copywriting”

  1. Marketing Words Copywriting Blog :: Entries :: Perfect Grammar Ain ... | Email Marketing Tool - November 26th, 2008

    [...] Another fellow blogger placed an observative post today on Marketing Words Copywriting Blog :: Entries :: Perfect Grammar Ain …Here’s a quick excerptI just got an email a little while ago about a statement on the home page of my copywriting services website. The concerned site visitor asked me not to take offense as he pointed out a grammatical error in the sentence, “Let’s don’t … [...]

  2. SEO Copywriter - November 26th, 2008

    It can be an advantage for bloggers to connect with their visitors by using a personal approach. I guess it depends on your audience and industry. There are some nice tool out there for analyzing the readability of your content and making sure your visitors understand your language.

  3. Big Marketing For You » Blog Archive » Marketing Words Copywriting Blog :: Entries :: Perfect Grammar Ain … - November 26th, 2008

    [...] unknown wrote an interesting post today onMarketing Words Copywriting Blog :: Entries :: Perfect Grammar Ain …Here’s a quick excerptSpeaking with people in their most comfortable style of communication brings far more power to your copy than perfectly groomed grammar. And there ain’t nothin’ you can say that’ll change my mind :) . In need of targeted, … [...]

  4. Online Advertising Live » Blog Archive » Marketing Words Copywriting Blog :: Entries :: Perfect Grammar Ain … - November 26th, 2008

    [...] unknown wrote an interesting post today onMarketing Words Copywriting Blog :: Entries :: Perfect Grammar Ain …Here’s a quick excerptCopywriting blog for those who want to learn and discuss SEO copywriting, online copywriting, web copywriting, article writing and more. [...]

  5. Jordan Pearce - November 26th, 2008

    The Internet is so filled with writers chasing perfection. It’s nice to be able to write in a conversational manner a majority of the time. Stuffy writers keep writing for their bosses to get gigs while copywriters that write like real people are the ones getting all the jobs.

  6. Karon - November 26th, 2008

    Welcome Jordan!

  7. Henry - December 17th, 2008

    I think writers should by default stick to standard English as it’s laid out in reference books. But from there, it’s perfectly OK to deviate from accepted standards as long as the writer can justify a reason (like wishing to make the tone more conversational). The point is to know the rules before you break them.

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