Copywriting is an art, and not all English teachers are good at it. Yes, you read it right! A professional copywriter needs to break the rules and think beyond the grammar class we took back in school. Since 82 percent of the marketers are already using content marketing, you need to know your target’s intent rather than the commas or colons. And that’s how a business wins over its competitors.
What Is Copywriting, If Not Just English?
Copywriting is imparting your business concepts and ideas to your customers that aim at solving their problems. In simpler terms, copywriting is a fancy way of selling your products or services to a profitable market. The approach can be via blogs, websites or landing pages, brochures, paid ads, emails, social media posts, or other mediums with words.
A professional copywriter would teach the readers brand awareness and proportional value by answering their pain points. The result, however, would always be to get sales or conversions.
Before moving on to what specifics make copywriting different from writing, look at how companies measure their content success.
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Writing objectively can change the entire core of your subject. Therefore, the grammar and tone vary with your message, goal, and target.
Which Grammar Rules a Professional Copywriter Can Ward Off?
- Sentence Fragments are OKAY to Use
A typical sentence structure would be the one with subject, verb, and object. Anything without that is amiss as per our textbooks. But for copywriting, you need to focus on being clear and concise despite the sentence length. Adding on, fragments create pauses and let the users focus on your marketing messages. Since 80 percent of the internet users read the headlines only, you can use fragments in your titles. But be careful while using them in sentences. They should sound natural and utter.
Here’s an Example of Using Fragments:
Instead of “We are waiting to assist you. You can book your appointment now. We have no hidden charges.”
You can write, “Awaiting to Assist you. Book your appointment now! No Hidden Charges”.
English rules book
- Start Sentences with Conjunctions and End with Prepositions
Yes, a professional copywriter can begin a sentence with ‘and’ or ‘but’ to either break a long phase into short or to focus on a fragment. Copywriting has its freestyle where what sounds better works better. But it doesn’t mean you start every sentence with an and or a but.
Likewise, the same goes for prepositions. Though, they build the relationship between the object and the phrase. These connecting words at the end keep up the chatty flow, keeping the users involved. So, get out of the myth of not ending the phrases with prepositions if you really want to be a professional copywriter.
- Contractions, Slangs & Informal Tones are Totally Fair
No one’s going to sue you for using slang! Copywriting is more like resonating with the users at their level. And depending on the niche, you’re open to using any jargon or slang that charms your users. As for the contractions, that’s how we converse. Right? “We can’t go to the movies” is more interactive than “We cannot go to the movies.” Since copywriting is a casual chat, you can be as informal as you want.
Copywriting Has to be Engaging, Not Perfect!
Either you are copywriting in Canada or the USA, the goal would be the same. Also, spellings and punctuation would always remain the core element for a professional copywriter. However, they can tweak the typical rules and deliver the message rightly.
