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Why Your Teacher Was Wrong About English
Author Name: carolynbailey
Date added: October 14, 2011 04:23:18 PM
Category: Arts & Humanities: Education

This is not a let's bash teachers article, but when it comes to marketing writing, if you follow everything your teacher taught you, you will be less effective than if you break a few rules. The reason is with marketing writing you want to convince, share ideas and educate consumers. You need to care enough about the reader to put yourself in their shoes and communicate in a way that they can understand. Consider this: If you follow the strict rules you were taught at school, you are not putting yourself in the readers' shoes and you are creating unnecessary blocks between you and the reader. So what are some of the rules you were taught and why should you break them? 1. Always start a letter with Dear Sir/Madam. Yawn! Opening a letter that way shows you don't know who you are writing to. Much more effective is to use the person's name. If you can't do that, then personalise the opening with something like "Dear Computer User", "Dear Wine Lover" or some other relevant opening. 2. Sentences cannot be one word. Some of the most effective sentences only consist of one word. Welcome. Congratulations. Fantastic. 3. Never start a sentence with "And". When writing to sell, you want to create flow and links between sentences. In many cases starting a sentence with "And" creates a seamless flow and keeps people reading. Sentences such as "And the result?", "And this is just the tip of the iceberg" and "And guess what" all create interest for the reader. 4. Don't contract your words. Words such as "I would", "You shall", "We have" all can be contracted and generally are contracted in normal conversation. If you are writing to a general audience then contract your words. If your audience is a little bit more formal then leave the words uncontracted. 5. Keep it formal. Teachers always taught us to write in a very formal, stuffy style. The most powerful writing comes from the heart in a conversational tone of voice. Write as you speak not as if you are writing an essay. 6. Don't break sentences across a paragraph. When writing paragraphs you want to gently encourage the reader to keep on reading. Breaking a sentence at the end of a paragraph and ending with ... , to recommence with ... in the next paragraph keeps the reader engaged with your words. 7. Write in the third person passive form. People are more excited by active, imaginative language than they are from passive language. "Feedback from clients in relation to this product has been positive" is less effective than "Clients rave about this product -they constantly tell us they love it!" 8. Finish with "please call me if I can be of further assistance". You want to make it easy for people to do business with you. Clearly tell them the action you want them to take (which is generally NOT calling you), but is placing an order, waiting for your call, requesting a free sample. 9. Only use one PS in a letter (if any). PS's are some of the most powerful paper real estate you can own. After the headline, people read PS's next most often. Your PS is where you clinch your sale, reinforce key points and generate urgency to buy. One PS is good.Two or more are even better! 10. Keep it succinct. This is a tricky one. Long copy outperforms short copy every time it has been tested. People like to read and learn about something they are going to going to buy. That said, don't ramble. Say what you need to say, reinforce the messages and keep the pace up. Remember, you want to communicate to your reader in the most effective way possible. You want to care enough about them and their needs to communicate directly to them in a way that makes sense to them. And if this means you break a few rules of grammar - then go for it! purchase research papers online


This is not a let's bash teachers article, but when it comes to marketing writing, if you follow everything your teacher taught you, you

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