Happy Hyphens

Grammar resources and tips for copywriters

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It's all in the details

It's been a busy couple of months of writing with little time to stop and reflect. Now that we're entering a lull, though, I'd like to take a moment to discuss attention to detail.

Until I sat back and really started to think about it, I didn't realize just how much attention to detail our profession requires. (How's that for irony?) As an avid editor, it just sort of comes naturally to me that we need to be scrupulous about everything we write. But as I'm working with newer writers, I'm realizing that we need to focus more on attention to detail in our training.

I'm not just talking about grammatical attention to detail -- punctuation, hyphenation and dangling modifiers -- although that is undoubtedly important. I'm also talking about consistencies, formatting, and repetitive words and phrases.

For example, if you refer to something as a tee, don't magically call it a dress shirt in the next sentence. If you've formatted bullets for one item as colour/dimensions/materials, don't format colour/materials/dimensions for the next. If you've described a dress as bright in your short copy, don't repeat that descriptor in your long copy.

What all of these mistakes add up to is sloppy copy. A random capitalized word, incorrect formatting, starting two sentences in a row with "the" -- it reads poorly and looks amateur. Essentially, it tells the reader that you are not a professional, and therefore lessens the credibility of your copy.

That's why it's really important to develop a strong attention to detail. By being meticulous about what we write, we ensure our copy is clean and effective.

Here are a few suggestions for how to improve your attention to detail:

Eliminate distractions: focus solely on your work by removing interruptions such as your phone, email and IM.

Make a list: place a post-it note of reminders on your desk or monitor to jog your memory of things to look for/think about while writing.

Stay true to your guidelines: format your copy blocks alongside a copy of the client guidelines.

Practice: copy edit newspapers, magazines, blog posts, documents, etc. in your downtime to help hone your eye for detail.

If you're struggling, don't worry -- you'll develop a knack for it in time. Just stay focused, keep writing, and pay attention!

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Stay simple, stay smart

Lately, I've been noticing an increase of academic words in the sales world. "Commence" instead of "start". "Furthermore" instead of "also". "Synthesize" instead of "create" or "combine". When I see these words in copy, I think these two things:

1. This copywriter wants people to know how smart he/she is.

2. This copywriter is trying way too hard.

Too often in our lives, we write to try to prove ourselves and impress others. In high school, I remember whipping out my thesaurus to try to make my papers sound "intelligent". I was under the impression that if I could find a four-syllable word to replace an ordinary one-syllable word, I should do so. Imagine my surprise when I got to journalism school and was told the exact opposite:

Less is more.

Why use six words when you can use three? Why use "scintillating" when "shiny" is suffice?

Don't strive to make your work sound difficult. Let your sentences flow as if they rolled right off the tongue. Why? Because that's the way people talk, and retail is all about relating to the consumer. 

"Imagine" is relatable; "hypothesize" is not.

We all know that clever copy is convincing copy. But if you're struggling to find a big, impressive word to describe something simple, stop. It's unlikely that your high-brow word will amaze your consumer. In fact, it's more likely that it will send him or her away because nobody likes a show-off!

The moral of the story is that when it comes to copywriting, a friendly attitude is more effective than an egotistical approach. Staying simple is the smartest thing you can do to make a sale.

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Make sure you eliminate these common goofs from your client copy!

Like this infographic? Get more content marketing tips from Copyblogger.

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The eye online

We all know that people surfing the web don't usually linger for long on any given web page. There's so much information on the Internet that we're all just fighting for a little bit of the consumer's time.

The good news for us? Studies show:

Text (copy!) attracts more eyes than pictures do

Small paragraphs (short blocks!) work better than large

Lists (bullet points!) keep focus better than lengthy paragraphs of text

With that in mind, always make sure to keep your copy short and punchy. Don't use 10 words when you only need five! And utilize your bullet points to their maximum value.

For more info on what draws the eye online, check out this list from DreamGrow of the 15 Must-Know Facts on How People View Websites.

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Thick skin

I'm sure you've realized by now that being a professional writer isn't easy. Writing for eight hours a day can be exhausting, and being creative on demand can be stressful. It's OK to feel this way -- we all do from time to time.

But the one thing that a lot of new writers find most difficult about this job is dealing with criticism. 

I'm here to tell you that copywriting and criticism go hand in hand. Every day, people will read your work and have opinions about it. It's now a part of your job to listen, reflect, and learn from those opinions.

I know it can be tough when you've worked really hard on something, think you nailed it, and still get a ton of feedback from your editor. You might feel frustrated or disappointed -- that's only natural. But the important thing to remember is: feedback should not be taken as a personal attack. Your editor is on your side. He or she is trying to help you improve your skills to provide the best copy possible to the client.

That's what our mentorship program is all about -- improvement. We are attempting to coach our writers and train them to be the best they can be. We want you to succeed, and we're thrilled to be here for you every step of the way.

You're going to make mistakes -- we know this because we make them too! It's impossible to be perfect 100% of the time. But if you shut down at the sight of feedback, you won't learn from your mistakes, and then everyone loses.

So just remember to take everything in stride. Grow a thick skin! Look at every comment and revision as a learning opportunity. And if you have a question, ask it! Our interest is in helping you develop your skillset to advance in the copywriting world. We are happy to help you in any way we can.

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Extreme editing

The first stage of editing always lies with the writer. Sometimes, in our fast-paced business, it's the only stage of editing. That's why it's really important to hone your self-editing skills -- we have to ensure our work is consistent, creative, and always top-notch.

In my opinion, the best way to edit your own work is to read it out loud. Our goal as retail copywriters is to be accessible and relevant, so we want our work to read smoothly and smartly without being out of reach. Reading out loud helps you get a feel for your flow and lets you discover problem areas in your copy. It also brings you outside the box and helps you to think like the consumer, which is invaluable in both the writing and editorial process.

For more tips on how to edit your own work, take a look at this post on lifehacker. Even if you don't have time to go through every step, make sure to look at your work from an objective standpoint. And remember: no writer nor editor is perfect. We all make mistakes!

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Classical structure

It's just your modern-day fairy tale.

There's a shirt, and it's really cute, and...

The end.

I'm sorry, were you looking for more?

Even though we write short blocks of copy, it's still important to follow a simple structure. The most basic storytelling template involves a beginning, middle and end, and lucky for us, this template translates well into the art of copywriting.

The beginning is always a benefit: We're introducing an item with a strong, enticing bit of information. Usually it's what it will do for the consumer: make you look good, make your life easier, etc. etc.

The middle moves into features: What does it look like? How is it structured? Paint me a word picture. I want to feel like I've held it in my hands.

The end wraps it up: Tie the features back into the benefit. Solidify the sale by showing the consumer how happy they will be with their beautiful new scarf.

It's not always necessary to have three sentences, and it's not always possible to end on a benefit -- we have tight word counts, after all. But it is definitely important to read your copy and ask yourself: Does this end naturally? Does it sit well? Or do I feel like it just ends?

Because no one really remembers a story that doesn't have an ending.

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Word choice and the brand voice

Have you ever gone to a retailer's website and read copy that just didn't feel right? There's nothing outwardly wrong, it just doesn't seem reflective of the retailer you know.

What's missing? The brand voice.

The brand voice is how a brand speaks to its audience. In our case, the audience is our client's consumer.

Our clients each have their own individual voices that cater to the brand they've developed for their business and services. When we write copy for a client product, we need to remember that we're not just selling that particular piece of merchandise -- we're selling the client brand.

In our type of work, sticking to the brand voice often comes down to something as simple as word selection. Writing for upscale retailers means writing for a certain type of consumer, and different items require different tones. Is it appropriate to use "awesome" when describing a dress for a middle-aged woman? No, but the copy for a superhero T-shirt for an 11-year-old boy could definitely use an "awesome" to help make the sale.

Things to think about when writing for a brand:

Who is my audience? If I was in their demographic, how would I respond to the copy?

How do my word choices affect the consumer? Do they leave a positive or negative impression? Why?

What images do certain words convey? Are they in line with the image I'm trying to conjure? If not, what could I use as a substitute?

Does this sound like something my client would say? If not, what can I do to make my copy brand-appropriate?

For more tips on how to write in the brand voice, take a look at this page by Media Vision. And remember, mastering the brand voice takes time, effort, and experience. The more you write for a client, the more intuitive you'll become about their voice.

Happy writing!

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Commas and copywriting

Commas can be tricky, but they're also crucial. Place a comma correctly and you have a clear sentence with a happy reader. Misplace a comma and you have a muddled sentence with a confused reader.

The most common comma mistakes are:

Misplacing: Positioning the comma incorrectly within the sentence. 

Overusing: Peppering your copy with unnecessary commas.

Neglecting: Under-utilizing commas so that your sentences run on without natural pause.

The results of all of these mistakes are pretty much the same: unclear, awkward sentences which don't sit well with the reader.

To avoid this in your copy, try to think about how you speak. If you were reading your copy out loud, where would you pause? How would your sentences flow? This will help you find the right spot for your comma and/or determine if you're using them too often.

For more technical lessons on comma usage, visit this resource page from the University of Ottawa. There are lots of examples and suggestions as to how to use them correctly and refrain from superfluous punctuation.

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Tell me a story

This is a really cool link on the science of storytelling. Did you know that telling a story is the most powerful way to activate our brains?

While this might not directly link to what we do everyday, it is an interesting tidbit of information. By drawing on our own experiences and relaying them to others, we can engage our readers and make a lasting connection with them. It's every writer's dream!

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Be active

You write copy. I edit copy. Consumers read copy.

These are examples of writing in the active voice, something that is important for all writers to remember at all times.

To write in the active voice is to create sentences where the subject performs an action. These sentences are usually concise, direct, and crystal clear. The reader know what's happening and who's making it happen. As a result, they are likely to become engaged with the copy and keep reading to learn more.

To write in the passive voice is to create sentences where action happens to the subject. In many cases, the subject is eliminated entirely, making passive sentences confusing and dull. For example: Copy was written. Copy was edited. Copy was read. These sentences are unclear and most certainly not engaging.

To learn more about the importance of the active voice and how to use it properly, take a look at this link from Daily Writing Tips. It's a great resource for new and experienced writers alike.

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Mind those modifiers!

Misplaced and dangling modifiers are a common occurrence in any type of writing. These mistakes may seem minor, but they have the potential to change the entire meaning of your sentence.

For us, dangling modifiers usually occur during the "features" section of our copy blocks. For example:

"Featuring short sleeves, pink stripes and an all-over kitty print, she'll look sweet and feel comfy in this girls' sleep shirt."

Grammatically, this sentence implies that "she", the consumer, features short sleeves, pink stripes, and an all-over kitty print. This is because the writer did not specify what he/she was referring to with "featuring", and the placement of "she" after the comma implies that everything leading up to it refers to "her".

Obviously, this is not what we're trying to convey!

To fix the above block, we need to place the correct noun (the sleep shirt) in the proper spot:

"Featuring short sleeves, pink stripes and an all-over kitty print, this girls' sleep shirt will make her look sweet and feel and comfy."

Now, the sentence clearly specifies that the sleep shirt -- not the consumer -- is the one featuring the all-over kitty print.

For a brush-up on how to avoid these gaffes and create crisp, clear sentences, check out this link from the University of Ottawa. It has examples and tips on how to dodge misplaced words, phrases and clauses, as well as split infinitives and squinting and dangling modifiers.

Once you've refreshed your grammar memory, you can test your skills at identifying misplaced and dangling modifiers as well as fixing them with these handy worksheets.

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Tips galore

The good folks at Dumb Little Man took it upon themselves to compile this list of 40+ Tips to Improve your Grammar and Punctuation. Taken mostly from the Purdue Online Writing Lab, this list of links includes resources for everything from sentence structure to comma usage. It's a great place to go for answers to your grammar questions.

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Canadian vs. American

As Canadians, we spell things differently than our neighbours to the south. But since we're writing for American companies and consumers, we need to use American spelling for clarity as well as SEO purposes. Here's a list of spelling differences in common words to use as a reference point.

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Essentials of English

Oxford University Press offers a number of great links to lists of common spelling errors, commonly confused words, as well as grammar, punctuation and spelling tips. Its Top 10 Punctuation Tips provides specific, helpful advice and is a great refresher for new and experienced writers alike.

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Grammar on paper

This page has a bunch of helpful print-outs for those days when information on a screen just doesn't compute.

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The art of hyphenation

Grammar Girl has lots of awesome writing tips, but her post on hyphens is particularly helpful. It discusses how to use hyphens, how they can change a sentence's meaning, and in-word hyphenation.