Three Masters of Copy who are not “Copywriters”
Introduction Copywriting is the art and science of persuading people to take certain actions. The “copy” in copywriting simply means prose, and a good copy is any piece of text that communicates well. The copywriter’s job is to understand their audience and design a message that resonates with them. They use the right words, images,…
Read MoreWrite with Parallel Construction
Introduction Violation of parallel construction is the bane of commercial copy. Sentences, and sometimes whole paragraphs of copy, lose their direction and fail to communicate their core message if they are composed with unparallel components. Parallelism can be used to emphasize the contrast between different ideas, for example: I went to work and saw my…
Read MoreWrite Powerful Copy by Eliminating Old and Tired Expressions
You’ll increase your web site traffic faster if you use clean and short sentences. Remember: less is more. Eliminate all hackneyed expressions from your prose for some snappy copy. Examples: ——————————————————– Ring the bell in order to get service. BETTER: Ring the bell to get service. ——————————————————– Truth of the matter is, there is something…
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Use “Fewer” or “Less” Correctly
Introduction “Fewer” or “Less” is one of the most common questions that writers face. There are grammatical rules about which word to use in certain cases, but it’s easy to be confused when you have two words with similar meanings. It’s hard to know what is correct for each usage. People often use fewer where…
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