New Tools, Old Rules For Good Grammar By Copywriter Barbara Salerno, Writing For Others

Email

If you’re writing for business, business writing rules apply.

Use good grammar, punctuation

First impressions count

Emails have an afterlife

On-screen vs. Blackberry formatting

Blackberry: keep it short, one paragraph

On-screen: keep it brief, break it up into short paragraphs

Consider using bold type for key thoughts

“ Social” media

For business

You are what you write and how you write it

For fun

Business contacts are in that space, too

Don't abbrev.

U R not 17 yrs old.

Check to see if you any words out.

The hand is sometimes quicker than the brain.

Punctuate

Were meeting at 10 Ill be on time

TYPOS ARE NEVER ACCEPTABLE

“ I” versus “me.”

She was sitting behind Carol and I.

She was sitting behind Carol and me.

Carol and I are going to the fair.

Carol and me are going to the fair.

Trick: pretend it’s singular

“ Who” versus “whom”

We all know who pulled the fire alarm.

We all know whom pulled the fire alarm.

For whom should I vote?

For who should I vote?

Trick: who = he; whom = him

“ Your” versus “you’re”

Your headed for a nervous breakdown.

You’re headed for a nervous breakdown.

Your headed in the wrong direction.

You’re headed in the right direction.

Trick: substitute “you are”

“ There” vs. “they’re” vs. “their”

Their bikes are down the road.

Their = possessive

Their bikes are there.

There = where

They’re going bike riding tomorrow.

They’re = they are

Beware transpositions

From/form; ate/eat; casual/causal; stationery/stationary; compliment/complement

“ It’s” versus “its”

Its one of those days.

It’s one of those days.

Trick: substitute “it is” or “it has”

Possessives

Carol and Jim’s house

Carol’s and Jim’s house

Carol and Barbara’s houses

Carol’s and Barbara’s houses

Trick: how many people possess the same item?

Possessive versus plural

Carol consulted three M.D.s

Carol went to three M.D.’s offices.

That’s Carol MacManus’s hat.

That’s Carol MacManus’ hat.

It’s not the 1990s anymore.

Its not the 1990’s anymore.

Exceptions

Make sure you dot your i’s and cross your t’s.

Periods and commas always go inside quote marks.

When Carol arrived, she said “Let’s take a look around.”

The rule varies for question marks and exclamation points.

If it pertains to what's being quoted, it's INSIDE. If it's not, it's OUTSIDE.

Carol said, “Why was that envelope marked ‘confidential’?”

Why was the envelope marked “Confidential"?

Use single quotation marks to enclose quotes within quotes.

Carol told me, "When I got here, one of the neighbors said ‘you better not break anything.’”

“ Cannot” vs. “can not”

Always one word to communicate inability

Don’t be redundant

It isn’t any more bigger than yesterday.

It couldn’t be more clearer.

Trick: if it ends in “er,” don’t modify it

Go by the numbers

Spell out numbers under 10 and one-word numbers like “twenty”

Don’t use numbers next to each other

Seven 12-year-olds came to school

NOT

7 12-year-olds came to school

Capitalize or not?

internet, not Internet

web, not Web

Generic words, not proper nouns

One word or two?

website, not web site

Both are correct, it’s a style issue

One word seems to be more prevalent

The Elements of Style , William Strunk and E.B. White

http://www.englishsoftwareguide.com/

http://www.ehow.com/video_2382064_importance-proper-word-choice.html

We all know words mean business, and I’m here to help you with the business of words. I have extensive experience on both the corporate and agency sides of marketing, advertising and copywriting, even an entrepreneurial adventure or two. When it comes to marketing, there isn’t much I haven’t seen or done in the same world you operate in. You can count on me for written communication that’s compelling, correct, and when the occasion calls for it, clever. Barbara Salerno http://writingforothers.com 917-623-7887 [email_address] Writing for Others Writing done right .