New Tools, Old Rules For Good Grammar By Copywriter Barbara Salerno, Writing For Others
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Transcript of New Tools, Old Rules For Good Grammar By Copywriter Barbara Salerno, Writing For Others
It’s not just where you say it… it’s how you say it.
Copyright 2009, http://writingforothers.com
Email◦ If you’re writing for business, business writing
rules apply. Use good grammar, punctuation
First impressions count Emails have an afterlife
On-screen vs. Blackberry formatting Blackberry: keep it short, one paragraph On-screen: keep it brief, break it up into short
paragraphs Consider using bold type for key thoughts
Copyright 2009, http://writingforothers.com
“Social” media◦ For business
You are what you write and how you write it◦ For fun
Business contacts are in that space, too
Copyright 2009, http://writingforothers.com
Don't abbrev.◦ U R not 17 yrs old.
Check to see if you any words out.◦ The hand is sometimes quicker than the brain.
Punctuate ◦ Were meeting at 10 Ill be on time
TYPOS ARE NEVER ACCEPTABLE
Copyright 2009, http://writingforothers.com
• “I” versus “me.”1. She was sitting behind Carol and I.2. She was sitting behind Carol and me.3. Carol and I are going to the fair.4. Carol and me are going to the fair.
– Trick: pretend it’s singular• “Who” versus “whom”
1. We all know who pulled the fire alarm.2. We all know whom pulled the fire alarm.3. For whom should I vote?4. For who should I vote?
– Trick: who = he; whom = him
Copyright 2009, http://writingforothers.com
• “Your” versus “you’re”1. Your headed for a nervous breakdown.2. You’re headed for a nervous breakdown.3. Your headed in the wrong direction.4. You’re headed in the right direction.
– Trick: substitute “you are”• “There” vs. “they’re” vs. “their”
1. Their bikes are down the road.– Their = possessive
2. Their bikes are there.– There = where
3. They’re going bike riding tomorrow.– They’re = they are
• Beware transpositions– From/form; ate/eat; casual/causal;
stationery/stationary; compliment/complement
Copyright 2009, http://writingforothers.com
• “It’s” versus “its”1. Its one of those days.2. It’s one of those days.
– Trick: substitute “it is” or “it has”
• Possessives1. Carol and Jim’s house2. Carol’s and Jim’s house3. Carol and Barbara’s houses4. Carol’s and Barbara’s houses
– Trick: how many people possess the same item?
Copyright 2009, http://writingforothers.com
• Possessive versus plural1. Carol consulted three M.D.s2. Carol went to three M.D.’s offices.3. That’s Carol MacManus’s hat.4. That’s Carol MacManus’ hat.5. It’s not the 1990s anymore.6. Its not the 1990’s anymore.
– Exceptions– Make sure you dot your i’s and cross your t’s.
Copyright 2009, http://writingforothers.com
• Periods and commas always go inside quote marks.– When Carol arrived, she said “Let’s take a look
around.”• The rule varies for question marks and
exclamation points.– If it pertains to what's being quoted, it's INSIDE. If it's
not, it's OUTSIDE. • Carol said, “Why was that envelope marked ‘confidential’?”• Why was the envelope marked “Confidential"?
• Use single quotation marks to enclose quotes within quotes.– Carol told me, "When I got here, one of the neighbors
said ‘you better not break anything.’”
Copyright 2009, http://writingforothers.com
• “Cannot” vs. “can not”– Always one word to communicate inability
• Don’t be redundant– It isn’t any more bigger than yesterday.– It couldn’t be more clearer.
• Trick: if it ends in “er,” don’t modify it• Go by the numbers
– Spell out numbers under 10 and one-word numbers like “twenty”
– Don’t use numbers next to each other• Seven 12-year-olds came to schoolNOT • 7 12-year-olds came to school
Copyright 2009, http://writingforothers.com
Capitalize or not?◦ internet, not Internet◦ web, not Web
Generic words, not proper nouns One word or two?
◦ website, not web site Both are correct, it’s a style issue
One word seems to be more prevalent
Copyright 2009, http://writingforothers.com
The Elements of Style, William Strunk and E.B. White
http://www.englishsoftwareguide.com/ http://www.ehow.com/
video_2382064_importance-proper-word-choice.html
Copyright 2009, http://writingforothers.com
We all know words mean business, and I’m here to help you with the business of words.
I have extensive experience on both the corporate and agency sides of marketing, advertising and copywriting, even an entrepreneurial adventure or two.
When it comes to marketing, there isn’t much I haven’t seen or done in the same world you operate in. You can count on me for written communication that’s compelling, correct, and when the occasion calls for it, clever.
Barbara Salernohttp://writingforothers.com
Writing for OthersWriting done right.