Today, more than ever before, your communications skills will determine the success or failure of your business. A web site or promotional email containing grammar and spelling errors – 'grammar goblins' - screams CARELESS! IGNORANCE! And that will spill over on your business. Do you really want a “plummer” working on your home? Or how about someone who “garantees” their work?

Writing for promotional email or the web is really just part of being an effective communicator. Here are some tips to help you avoid grammar goblins.

1. Concise is good. Lawyers and academics often write sentences of 35, 40, or more words, but studies have shown that 16 to 20 word sentences are optimal for business writing. If you’re writing to get potential customers to take some action, such as buying your product, keep your sentences between 6 and 16 words. Shorten your sentences by removing unnecessary words.

2. Break up long paragraphs. You have no doubt received an advertisement designed to convince you to buy a certain stock, subscribe to a service, or apply for a credit card. Have you noticed that some of these advertisements are quite long, but contain many short paragraphs? That’s not an accident. Keep your ad copy paragraphs to about three or four short sentences – or less. One paragraph should logically link to the next to keep the reader reading.

3. Use headings, bold text, and links. Studies have shown that reading on a computer screen is about 30 times harder than reading printed text. Therefore, people tend to scan for the main ideas and key information they are looking for. Use headings, bold text (sparingly), lists, and links to attract your reader’s attention and get them to pause on key points.

4. Grammar. Few of us are grammarians. However, there’s (not theirs) no excuse for poor grammar in business communications. If you used your English class to catch some shut-eye, you might want some outside help in the grammar department. If you’re (not your) unsure of something you’ve written, simply Google it – such as, “their vs. there.”

5. Use active voice. Have you ever gotten a letter saying something like, “Your claim has been denied?” That’s passive voice, and it’s common in bureaucracies to obfuscate (which is legal in Georgia) and dilute responsibility. While not pleasant, it would certainly be refreshing to get “We denied your claim.” Active voice in your business writing is essential when you want a customer to take action. Which is better, “The widget should be bought now by you” or “Buy Now?”

6. Use proper Capitalization. I get regular emails from a business that WRITES THEIR ENTIRE AD COPY IN CAPITAL LETTERS, THINKING THAT IT WILL BETTER GET MY ATTENTION AND GET ME TO BUY SOMETHING. It does get my attention – I hit the delete button.

7. Proofread. Using spelling and grammar checkers certainly help, but they won’t catch everything. After you’ve written your document, walk away for a while – even a day – then proofread again. Have someone else proofread it.

Good writing for the web and promotional email does not happen by accident. By applying the seven tips above, you can avoid most grammar goblins in your web content.

www.webdesignpartners.com