Copywriting: How to write correctly and well
by Inge Fuglestved
Is that not the same thing, you ask? Ah, therein lies the crux of many a debate, but today the answer would increasingly be ‘no’. There was a time, not very long ago either, when grammar and ‘correct’ writing were key criteria for good copy. I’m reminded of this because the writer’s bible The Elements of Style is now 50 years old. The authors, Strunk and White, came up with a simple set of rules for the use of language and how to express yourself well in writing, all in less than 100 pages.
What has changed since then is that informal grammar has become acceptable and writing more colloquial in style. Such as starting a sentence with And or creating sentences without regard to noun, verb and object being present. And doesn’t it help make the copy flow? Easier to read. More like spoken language.
Today, the key rules for written communication are:
- simplicity (people don’t have a lot of time to read),
- relevance (talk to your readers’ needs) and
- interest (try to be engaging).
But it’s still important to know the rules because it helps you communicate better. As the great author, Dorothy Parker, said: “If you have any young friends who aspire to become writers, the second-greatest favour you can do them is to present them with copies of The Elements of Style. The first-greatest, of course, is to shoot them now, while they’re happy.”