When writing copy, especially in the face of tight deadlines, all writers fall back into their comfort zones. Unfortunately, this often results in grammatical mistakes or lazy writing. Make sure your agency’s writing remains sharp by avoiding these 10 common pitfalls.

1. Every day vs. Everyday

“Everyday” is an adjective used to describe a noun. In this article's title, it describes the common mistakes writers make. “Every day” is a phrase that communicates an event or occurrence that happens each day. For example, if you have a retail client, they can have, “Everyday low prices,” or “Low prices every day” – but not, “Low prices everyday.”

2. To Be or Not to Be

Try writing a paragraph without the verb to be. It’s not easy. But when your writers replace “is,” “was” or “were” with more exact verbs, their copy becomes more powerful. Instead of, “The iPhone is made by Apple” try, “Apple makes the iPhone.”

3. Periods and Commas Belong Inside Quotation Marks

In England, periods and commas go outside quotation marks. Not so in the U.S. According to the AP Stylebook, “The period and the comma always go within the quotation marks.”

4. I.e., vs. E.g.

Many writers use these terms interchangeably, but they have separate meanings. “I.e.” means "that is,” while “e.g.” means "for example."

5. Using Too Many Words

Legend has it that Ernest Hemingway wrote the six-word story: “For sale: baby shoes, never worn.” Regardless of who wrote the story, it serves as reminder or how short copy can convey deep emotion. Today, you have only split-seconds to capture a reader’s attention, so your copy has to get to the main message quickly. How can your writers shorten their copy? Follow George Orwell’s advice:

Always use a word instead of phrase;

A phrase instead of a sentence;

A sentence instead of paragraph;

A paragraph instead of a page.

6. Unnecessary “Quotation” Marks

A store near my house has the name, Pet Supplies “Plus.” I get it. The store’s trying to emphasize that it offers more than pet supplies. Still, the quotation marks create more mystery than anything else. When writing copy, your writers should use quotation marks only to indicate exact words said or written by someone. If they want to emphasize a word, they can use italics.

7. Referring to a Brand, Business or Company as “They”

Going back to the example of Apple, it may sound more conversational to write, “They make the iPhone,” especially since a group of people (they) actually build the phone. However, companies are always singular. So, in the case of Apple, “It makes the iPhone.”

8. A Lot of Writers Use “Alot”

Unfortunately, “alot” isn’t a word. To describe a large quantity, your writers should use, “a lot.” Even better, they should use an exact number. Instead of, “Our store has a lot of shoe styles,” try, “Our store has more than 500 shoe styles – all at everyday low prices.”

9. Me vs. I

Would you say to your copywriter, “When you’re done with the radio script, show it to Mary and I.” Or, “When you’re done with the radio script, show it to Mary and me.” While the first option may sound proper, the second sentence is correct. To remember, try taking out the other person’s name. You wouldn’t say, “When you’re done with the radio script, send it to I.” Nothing changes when you add in another person.

10. Lazy Words

Want a weak ad? Use weak words, such as:

• things

• often

• stuff

• just

• seem

• think

• often

• almost

• big

• small

• very

• got

 As Mark Twain said,

“Substitute 'damn' every time you're inclined to write ‘very;’ your editor will delete it and the writing will be just as it should be.”

Want mistake-free, hassle-free copy? Launch your next project with the professionals at Copy Rocket.

Photo by Gemma Evans on Unsplash