How Important is Grammar in Copywriting

By Susan Guthrie

Well, can I begin by saying, ‘Very important!’ Can you imagine reading web content or marketing copy that has spelling mistakes or is grammatically incorrect? What would that say to you about the author, or, even worse, the company they are representing?

From the moment a person opens up a webpage, picks up a brochure or unfolds a company letter, they are expecting to see copy that is easy to read, easy to understand and, well, perfect actually. Every word you write shows something about yourself and your client. Badly spelt or punctuated copy stands out immediately and shouts ‘this company doesn’t care about what I think, they don’t care about me!’

Sure, the art of copywriting is to market a product using your unique flair to create clever and witty twists of language that make the client seem oh so hip and current. You want the reader to fall in love with the product and desire it for themselves. They really do need that soothing massage or unique, tug-free epilator. But, I’m telling you right now that they don’t if you can’t spell ‘epilator’ or you’re actually selling a ‘sooting massage’. The message is not clear and, quite frankly, it looks bad.

Your reader will ask themselves what sort of product they are actually going to get. Will it be of the same quality as the message they’ve just read? Customers are discerning and they want to believe that when they buy your product or service that they are gaining something of quality, something of value. A badly written message can put buyers off for life!

So, final message: if you spend the money creating a website but you kin’t spil 4 anuthung ind dun’t no bout fulstops get yourself a decent copywriter who knows what they’re doing. Copy that is grammatically correct does not in any way have to be boring. All it means is that your message is clearly communicated.

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