When It’s Good To Break Old Writing Rules

By Casey Demchak

When you are writing B2B marcom copy with the goal of generating leads or sales, it can be perfectly fine, and even wise, to break some age-old writing rules you learned in school. Here are a few tips that go against the grain, but liven up your copy.

Use sentence fragments. They keep your sentences short and give center stage to specific selling points. Using sentence fragments also can create a sense of dramatic rhythm for your copy. Example:

End sentences with prepositions. Although it’s not considered proper to end sentences with prepositions, doing so makes your copy more conversational. Example:

Instead of: There are risks and complications of which patients should be aware.

Write: There are risks and complications patients should be aware of.

Instead of: He’s the kind of mechanic with whom it’s easy to have a talk.

Write: He’s the kind of mechanic that’s easy to talk with.

Start sentences with conjunctions. Beginning a sentence with and, or, but, for, or so is perfectly fine in copywriting. To keep your sentences short and concise, put periods where you would typically put commas. Example:

Bring greater emphasis to key words. In academic writing, using devices to draw attention to certain words can be awkward. The old rule is: if you need to use a device to emphasize a word, you probably should just use a better word. But most people only skim through marketing materials. So it’s fine to do whatever it takes to draw attention to important copy points. Here’s some techniques for calling out key words and phrases:

• All caps, boldface type

• Different fonts, italics, colored type

• Reverse type (white lettering on black), and fake handwriting

• Starbursts around words

Remember, if writing copy that sells means breaking a few rules you learned in school, don’t lose any sleep over it. However, don’t overdo it. There’s a fine line between breaking rules and writing hack copy that one would expect to see from an amateur. Always know where that line is, and never cross it.

Casey Demchak is an independent copywriter and consultant who specializes in writing compelling B2B sales copy for the medical industry. He is also the author of the book, Essential Sales Writing Secrets. He can be reached at casey@caseydemchak.com; or at (303) 697-4793.

© Copyright 2008 Casey Demchak. All rights reserved.

Casey Demchak
Copywriter & Consultant
10437 W. Hampden Ave. #202
Lakewood, CO 80227
(303) 697-4793

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