July 10, 2023

Introduction

As a business owner communicating in English—perhaps as your second language—you’re likely keenly aware of the grammar rules that frame this intricate language. For years, teachers have drilled them into our heads: never end a sentence with a preposition, don’t start sentences with ‘And’ or ‘But’, and avoid sentence fragments like the plague. But what if we told you that sometimes, breaking these rules can actually make your writing more effective?

Welcome to the dynamic world of copywriting—a realm where creativity often takes precedence over strict adherence to grammar rules.

In this article, we’ll discuss three key rules you can confidently break to create more impactful and persuasive copywriting, with examples.

Using Sentence Fragments to Create Impact

When you’re learning English as a second language, you’re taught that a complete sentence requires a subject and a predicate. Essentially, it must express a full thought or idea. However, in copywriting, you can occasionally push this rule aside for a powerful tool: the sentence fragment.

A sentence fragment is just a piece of a sentence, and yet, it can pack a punch when used effectively. It can emphasize critical points, create a feeling of urgency, or add a dramatic pause to your text. It allows your message to be punchy, quick, and memorable, capturing the reader’s attention and leaving a lasting impression. It’s a rule break that can enhance your copywriting significantly.

Examples:

1. Emphasizing Key Benefits:

Full sentence: “Our software provides the most efficient tracking system for your logistics needs.”

Fragmented: “The most efficient tracking system. Right at your fingertips.”

2. Creating Urgency:

Full sentence: “Our sale ends tomorrow, so don’t wait to purchase.”

Fragmented: “Sale ends tomorrow. Don’t wait.”

Each of these examples showcases how sentence fragments, though short, can create a powerful impact. They’re crisp, direct, and highlight the essential points, making them perfect for copywriting.

Keep in mind, however, that the use of sentence fragments should be deliberate and strategic. Overusing them can lead to choppy copy that is difficult to read, so they should be used sparingly for maximum effect.

Beginning a Sentence with a Conjunction for Fluidity

Conjunctions like “And,” “But,” or “So” are traditionally used to join clauses, sentences, or words within a sentence. However, in the context of copywriting, starting a sentence with a conjunction can create a conversational tone and enhance the flow of your writing.

Why does this work? Because it mirrors how we speak. In conversation, we often use conjunctions at the beginning of our sentences to add on to a previous thought or to introduce a contrasting idea. So, in copywriting, this approach makes your text more relatable and reader-friendly.

Examples:

1. Building on an Idea:

“Our fitness app customizes workout plans for you. And it keeps track of your progress daily.”

2. Contrasting Ideas:

“You may think learning a new language is hard. But with our language learning app, it becomes an enjoyable journey.”

3. Introducing an Idea:

“So, why not try our home-cooked meal delivery service?”

Each of these examples illustrates how beginning a sentence with a conjunction can give your copy a natural, conversational flow. It’s a technique that breaks down barriers between you and your reader, creating a sense of direct, personal communication.

Remember, though, that balance is key. Overuse of this technique can lead to run-on sentences and make your copy less concise. Use it sparingly to maintain fluidity without sacrificing clarity.

Ending a Sentence with a Preposition: Not Always a Sin

Ah, the infamous rule of not ending a sentence with a preposition. While it’s essential to maintain clarity and avoid confusion, sometimes concluding a sentence with a preposition can make your copy sound more natural and relatable.

A preposition at the end of a sentence can often make your writing sound less formal and more conversational, which is exactly the tone you may be striving for in your copy.

Examples:

1. Asking Questions:

Formal: “For which services are you looking?”

Conversational: “What services are you looking for?”

2. Creating Relatable Statements:

Formal: “That’s the style in which we believe.”

Conversational: “That’s the style we believe in.”

3. Making Informative Statements:

Formal: “We have a range of books from which you can choose.”

Conversational: “We have a range of books you can choose from.”

Each of these examples feels more natural and is likely how your customers would phrase these statements or questions in everyday conversation. Your goal in copywriting is to resonate with your readers, and sometimes, that means writing the way they speak.

Remember, though, the key is to maintain clarity. If a sentence becomes confusing or unclear when the preposition is moved to the end, it’s better to stick to the traditional structure. As always, balance is essential.

Conclusion

Navigating the complex world of English grammar can be a challenge, particularly when English isn’t your first language. But as we’ve explored in this article, sometimes bending or even breaking these rules can make your copywriting more engaging, impactful, and relatable to your audience.

Remember, the goal isn’t to abandon grammar entirely, but rather to know when to adhere to the rules and when it’s beneficial to break them. This balance between structure and creativity is what makes effective copywriting.

Here at English Outsourced, we’re committed to helping you enhance your business’s written content. We understand the intricacies and nuances of English and the importance of creating copy that speaks to your audience. Whether you need assistance with grammar, syntax, or creating more engaging content, we’re here to help.

Ready to take your English content to the next level? Click here to learn how English Outsourced can enhance and improve the written content in your business starting today.