Writing Copy? Why Grammar Is Not Everything and What You Should Do About It
Content matters, first and foremost
Content in this context refers to substance – the overall worth of the write-up. It doesn’t refer to the number of words used or type of words you chose to use. What does your write-up say? What value can the readers get out of it? Are you substituting good grammar and big words because you have nothing else to say?
Although you shouldn’t be afraid of big words, it's always better not to complicate things for your readers. Determine your target audience first – their interests, capacity, what they find useful and interesting – and then write for them. By placing more importance on what your readers can get out of your write-up, you will be producing more substance out of your copy. After all, what's great grammar if there's nothing good in what you have to say?
Focusing solely on grammar is distracting
One common mistake among writers is obsessing about grammar when they begin to write. As a result, they get distracted, derailed from their train of thought. Imagine having a really terrific idea and then worrying over where to place a comma or which clause to use first. The great ideas and content that could have come out of you as a writer and made your writing better can get lost or confused with other ideas and concerns.
When writing, don't worry too much about grammar, at least at first. Write down words as they come to you. Don't let the subject of grammar bother you when inspiration strikes. Only when you're done should you then go over what you have written to check and improve it. Only then should grammar be a concern. After all, how can you proofread something you haven't even written yet?
Even the greatest focused on substance and not on form
The great American writers Ernest Hemingway and William Faulkner had a famous rivalry. Faulkner, a writer praised for his intricate prose style (that initially confused his readers), criticized Hemingway's trademark simplicity.
Hemingway fired back, saying that there are 'simpler and better words', even saying that Faulkner shouldn’t think that 'big emotions come from big words'. Refusing to give in and use what he called '10-dollar words', Hemingway continued to write in his simple, easy style. He is still a well-loved and much-admired author today.
Grammar is not everything, but...
Grammar may not be everything but it is still a major component of good copy. You can't just ignore the value of good grammar because it isn't the be-all and end-all of writing.
Good grammar is equated to professionalism and is considered the true sign of a skilled and experienced professional. Furthermore, it's also considered as one of the signs that what you have written is reliable. Bad grammar, on the other hand, is for amateurs, lazy writers and scammers.
Although grammar is not everything in writing copy, don't ignore it. Use it as a means to improve what you have already written and progress as a writer.
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6 Practical Tips for Effective Headline Development
Outline your article.
The headline and the article body feed off each other. One must reflect, promote and support the other in order to be effective. As such, it's important that you build a relationship at the very beginning so your readers won't be confused at the progression.
To make sure you don't get lost, write a short outline of the article. This can be in the form of notes to help guide you on the topics you will be covering for the article and the succession of these topics. That way, you will have a reference on how the article will appear, something you can use for effective headline development.
Decide on the tone you will use
The tone of your article should be reflected by your headline. An optimistic, happy headline may not work with an article that is written in a serious, businesslike tone. Conversely, a formal headline may seem ill-conceived when used with an upbeat article.
Develop your headline based on the type of article you will be using
Ever read headlines developed by researchers for a certain scientific or medical study? They're not exactly the kind of headlines you'll find in a write-up for topics such as sports, personal care or relationships. These headlines tend to be formal and technical and there are no colloquial or slang terms used with them.
When developing headlines for your article, make sure it's a good match to the type of write-up you will be doing. If it's more technical, consider using a more structured headline. If it's more upbeat, then do the same with your title.
Offer an overview.
Your article has to compete with others in the market. This is especially true if you will be writing for the Web, where for a single topic alone, readers will find thousands of sources, all of them original.
For effective headline development, make sure to write a title that offers your readers a good idea of what the article contains – and then interest them enough so they read the rest of the article.
Headline too long? Consider a sub-headline
Sometimes in order to grab the attention of your readers, you will be stuck with a headline that's too long to be effective. If this happens, consider cutting the headline into two: one as the main headline and the other as the sub-headline. Readers can easily focus on these headlines and find the most interesting, salient points of the article.
Or, you could cut a long headline, use a provocative or interesting word or phrase followed by a colon and then write the rest of the headline. Some examples are below:
Game Hacks: How to Be a Master of Every Video Game You Play
Earth Angel: One Woman's Journey to Becoming a Celebrated Environmentalist
Birds of a Feather: How Your Friends Affect Your Luck in Life
Use intrigue
Notice how successful many of the marketing campaigns and promotions have been in the past? It's because the copywriter was able to stir up intrigue and grab attention by using their headlines well.
An excellent method of headline development is using teasers that create intrigue. Words such as 'secret to', 'little known ways' 'lazy man's guide to', 'beginner's guide to', 'you don't have to be ___ to be ___' and 'methods you never knew existed' can be quite effective for making the readers wonder and want to read more.
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