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In Marketing Copy, strive for readability and communication
Readability, communication, and a bit of persuasion must be the goal in writing marketing copy. Without those ingredients, your message will be a waste of time.
Grammar and proper word choice matter, because without them, the message gets confused. Even if your reader figures out that you meant hear when you wrote here, you’ve put up a big stop sign and made the flow of your message disappear.
But… you don’t want to be so proper that your words lose all their flavor. If you pay too much attention to the rules your High School English teacher set down (some of which were only myths, by the way), the result will be dry as a bone, stiff copy.
And you know, nobody reads dry words unless they’re required to do so.
It's also a mistake to use "$40 Words." Don't say utilize if you can say use. Don't say fabrication if you can say lie. Don't say prognosticate if you can say predict.
You aren't writing to impress anyone with your vocabulary - you're writing to be understood, by everyone.
In copywriting books and seminars we are taught to write for a 7th grade level. Those with a college degree will understand ... more

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