| 1. Perfect grammar ain't gonna help you. | | | | doesn't work in practice. The best selling |
| To say it simply you want to write ad copy to | | | | newspaper in the US is USA Today which is |
| mimic how people speak. Now a few people out | | | | written at a 6th grade reading level. This is not |
| there are not exactly forgiving about this loss of | | | | coincidence. |
| grammar. They like to pick apart the prepositions, | | | | The easier something is to read, the more likely |
| adjectives, pronouns and will let you know if you | | | | people are to keep reading. |
| are not conforming to the rules of grammar. | | | | Though, admittedly, sometimes this is easier said |
| My advice: Fogetaboutem | | | | than done. In fact, in writing this article I spent the |
| These folks don't pay your bills. | | | | past 10 minutes trying to make the first 3 |
| In fact if a few people do complain, that means | | | | sentences in this paragraph as simple as I could. |
| you are probably doing something right. | | | | But it's worth it if I got you to this sentence. |
| Remember, you want your ad copy to be | | | | See what I mean? |
| best-selling rather than best written. So write how | | | | 3. My point is... |
| people talk and you will benefit your client and | | | | A good rule is to keep your sentences to 7 |
| ultimately yourself. | | | | words at a maximum. This rule cannot always be |
| 2. Keep it Simple Stupid. | | | | followed but it does help you stay focused on a |
| One of the things that you feel may help your ad | | | | goal: the goal of readability through active writing. |
| copy is using big words so you look smart. | | | | Remember, you want to get to each point quickly |
| In a word: Don't | | | | and simply. Take too long and your people will |
| Using fancy words sounds good in theory, but | | | | move onto something else. You don't want that. |