Perfect grammar only works if you are writing an academic paper. But if you are into advertising, writing banner ads, and creating optimized websites, you do not need that much. Your English professors might demand from you a perfect grammar, but you are in the real world now. Your goal is to sell and to communicate clearly even to the common people. You do not need correct grammar to win the hearts of your clients.
You need to have the liberty to explore the English language. To attract prospects, all you need to do is make a good ad that could convince them to buy. This advertisements does not need a perfect grammar to become appealing. If you got an A plus in grammar before in your student days, you cannot maximize it today in your job as an advertiser.
As Herschell Gordon Lewis quotes it, “Grammar is our weapon, not our god.” Perfect grammar could help us create brilliant articles, but it will never be used to craft promising banner ads. Advertising always demands you to bend and break rules of grammar, and it’s okay. So long as you make sale and your grammar is tolerable, then you can still make it big.
The following rules that will be contradicted do not give license to marketers to abuse grammar. You can abandon the perfect grammar that limits you, but you must not wreck havoc to the English language.
Rules that Does Not Need Perfect Grammar
Clarity is important in communication. It comes first on the list because it makes understanding easy to welcome. However, you do not need a perfect grammar to guide you on this. Explore which word construction is the most comprehensible to the audience. Do not stick to grammar if it will only confuse the people.
Remember that copywriting that blurs meanings and makes vague assumptions slows reading. Instead of capturing the readers’ interest, it just annoys the public and jeopardizes interest. You compromise the opportunity of persuading them because you choose to stick to perfect grammar.
Again, following correct grammar is not a prerequisite to a good banner ad. But you need to keep you subject and verb agreement intact. Whether you are writing an infomercial or spiels for a commercial ad, singular subjects take singular verbs, and plural subjects take plural verbs. It should not be mixed together. You do not need a perfect grammar to identify the subject of the sentence. And once you are able to determine the subjects, make it go properly with the verb just like what the rules say.
Grammar teaches you to use active voice all the time. You must listen to that strict grammar voice when it comes to using the right voice. In advertising, active voice leaves a greater impact as compared to the passive voice. It is more direct and personal. Passive voice is weaker.
Moreover, you must leave your modifiers perfectly attended. There are times when modifiers can inflict a variety of problems. You must know when and how to use modifiers. Let clarity and perfect grammar be your guide in this point. Do not forget that wrong placement of modifiers can entail confusion to the reader. As a general rule, put modifiers near the words they are modifying.
Above all these specific grammar rules, you need to take more importance in writing the way people talk. You are writing to normal people who live normal lives and speak an easy language. Yu are not talking to professors or robots. You must communicate as natural as possible. Drop the correct grammar and strive to be as natural as possible.
Perfect grammar demands you to be formal and complicated. But banner ads ask you to be friendly, even if it means you have to slightly informal as you talk. Because of your copy, you can now leave flawless grammar conventions. You can now end sentences with prepositions, begin sentence with conjunctions, use other informal devices, and have a correct freedom in using punctuations.