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


“Social” media◦ For business

You are what you write and how you write it◦ For fun

Business contacts are in that space, too


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


• “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


• “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


• “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?


• 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.


• 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.’”


• “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


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


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


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

[email protected]

Writing for OthersWriting done right.

new tools, old rules for good grammar by copywriter barbara salerno, writing for others

Business

white http

school copyright

possessives carol

plural carol

acceptable copyright

prevalent copyright

barbara salerno http

business of words