Читать книгу Start & Run a Copywriting Business - Steve Slaunwhite - Страница 12

Copywriting can also differ from business writing in its use of grammar. It’s been called the rebel son of business writing — and traditional English composition in general. Copywriters will unabashedly use colloquialisms, clichés, contractions, repetition, underlining, and italics to get their point across. Ads and brochures may be riddled with sentences starting with And, But, or Or. Sentence fragments are also common. Like this one.

Copywriters have always strived to make their writing conversational. Why? Because one-to-one conversations are the most persuasive form of communication. It’s no accident that sales letters are so popular in direct mail and other marketing communications. They are direct and personal (even if they are mailed to thousands of people from the same list of names).