In this final blog about what makes for effective advertising copy for your website, I’m going to tell you about my personal favorite “trick” for doing any kind of writing, really. I picked it up back in the day when I was in college and I had to write a multitude of research papers.

Key Number Three: Be right or at least be consistently wrong …

… in your grammar and punctuation, that is.

First of all, use your grammar check! There’s nothing that takes away from your credibility as an expert in your field more quickly than poor grammar and punctuation. If writing isn’t your strength, hire someone to do it, or at the very least, proofread for you. Never assume customers will overlook poor writing because you didn‘t have the time (or money) to do it right.

Secondly, let me speak to being consistently wrong. If you’re unsure of a certain usage of a word or whether to punctuate APA, MLA, Chicago Manual of Style or Strunk and White, just be consistent. Many an error is overlooked if it’s consistently done because the reader assumes you must know something he or she doesn’t.

As a side note, if you use a lot of industry jargon, that’s great, just make sure that you use it correctly.  (This one is definitely harder to bluff your way through!)

The bottom line when writing advertising copy is to remember that for many potential buyers what you write is who you are. Cutting corners here could be more costly than you think. Most customers will assume one of two things when finding obvious or multiple grammatical mistakes in advertising copy: The business lacks professionalism or excellence — or even worse, both.

A poor impression from a poor website may not ever be retractable once a person leaves to go elsewhere. Don’t miss this very important opportunity to shine for potential clientele through the written word on your site. Take the time to do it right. If you do, your excellence will speak loud and clear for itself.