One issue that beginning copywriters often struggle with is realizing that good copy does not always need to follow the rules of grammar. Now there are always differing opinions on this issue, however the fact remains that effective copy often breaks the rules of grammar.

This is true because copy mirrors actual speech, and people do not always speak the way they write. In effective copy, we often see one-sentence paragraphs. We see sentences that omit the subject. Sentences sometimes begin with the word ‘AND’. The best copywriters will even frequently employ one-word sentences, or even one-word paragraphs.

Now when we point out these facts, it should not be assumed that copywriting can be sloppy. The exact opposite is true. Again, the best copywriters are careful with their grammar. They only break the rules for specific reasons, usually for emphasis. Copywriters at the top of their craft routinely study the standard works on writing, from Elements of Style by Strunk and White to On Writing by Stephen King. A good copywriter will pay attention to word selection, alliteration, and all the other elements associated with good writing. The very best copywriters read their copy out loud, usually several times, to ensure the smooth flow of words.

An appropriate comparison can be made to a professional athlete. Whether a baseball, football, or basketball player, the pro will often have his or her own style. Be that as it may, they first learned how to execute techniques by the book.

Ultimately, as a copywriter the only rule is whether the copy effectively generates the desired effect or not (leads or sales).

Anyone who writes copy, either for their own products or services or for clients, should want their copy to be more effective. This means more satisfied customers and more sales. How do you increase the effectiveness of your copy?

Here’s how:

Before you write one word, fix in your mind what you want to achieve with your sales letter or other promotional piece. Be specific. Don’t just say to yourself, “I want the reader to buy my product”. Instead, outline in detail what you want your reader to feel, experience, and ultimately gain from buying your product. You can even go further and put some kind of number on your desired outcome… how many sales do you want to make.

With this approach, you don’t have to concern yourself with sounding cool or making funny jokes in your copy. Imitating other sales letters is not your goal either. None of that is relevant to your goal! Everything you say and demonstrate is now focused on persuading the reader to buy your product.

For example, let’s say you are selling an information product on how to raise chickens. Should you include pictures of your children or grandchildren in your sales letter? Only if it helps persuade the reader to buy your product. Likewise, should you include fancy “Web 2.0″ graphics and “involvement devices”? If you determine that it will help you sell more product, then you should do so.

Do you research and test everything, always with your end goal in mind. This rule will help you decide what to do, and more importantly, what not to do in your sales copy.

Thought provoking post over at CopyBlogger.com:

http://www.copyblogger.com/dork-copy

Some great tips on injecting enthusiasm into your copy. Worth a read!