Grammar is Less Important than Connections, Says Copywriting Expert

Nov. 29, 2010 - PRLog -- Plainfield, Indiana - When creating marketing materials, companies and organizations should be more concerned with communicating in a clear and relevant manner than with obeying the grammar rules they learned in school, claims veteran copywriter and marketing consultant Scott Flood of Scott Flood Writing.

"The rules your seventh-grade English teacher drummed into your head are important when you're writing a theme or term paper, but they don't always apply to advertising, brochures, and other materials that are designed to communicate in a persuasive manner to prospects, customers, co-workers, and others," says Flood. "No matter what your purpose, if you're going to be successful, you must connect with the reader and ensure that your message is clearly understood."

He adds that the most effective way to connect is to be individual and personal. "That calls for a conversational style. Conversation is far more informal than the academic writing style we learned in scghool," Flood explains. "When we speak, most of us don’t use textbook grammar. We start sentences with conjunctions, we end them with prepositions. We even use fragments. Besides, grammar is not a rigid set of rules. It’s a framework of structure and standards that varies by the type of writing and the audience."

Instead of worrying about what their English teachers would think of their brochures, Flood recommends that companies and organizations focus on conveying their messages clearly and persuasively. "If what you create is truly communicative and accomplishes the goal, your English teacher would actually be very proud of you."

Scott Flood Writing (www.sfwriting.com) provides effective print and online copy to companies and other organizations.

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About Scott Flood Writing: We create effective print and online copy for companies and other organizations.