Bob Bly Direct Response Copywriter Official Banner

What your English Teacher Can?t Teach You About Writing Copy

June 20th, 2005 by Bob Bly

English teachers and copywriters have different goals, which is why you should never let an English teacher review or edit your copy.

The English teacher?s goal is to be grammatically correct. The copywriter?s goal is to sell.

When the two conflict, give selling priority over grammar.

For instance, several English teachers told me that one of copywriting?s most popular phrases, ?free gift,? is redundant. After all, what gift isn?t free?

But when a direct marketer tested a mailing with ?free gift? vs. ?gift,? not only did omitting the ?free? depress response ? but recipients actually called to ask ?Is the gift free??

And in his book ?Crowning the Customer? (Ralphel Publishing), supermarket owner Fergal Quinn tells the following story:

?We have always given away bones for customers? dogs, and at one stage put up a sign: ?WOOF! Take home some bones for your dog.?

?One day a shopper said, ?I don?t shop here for my meat. I go to the butchers down the road, because they give me free bones for my dog.?

?’But they do that here,? other customers chorused. ?We even have a sign about it,? I added.

??Oh, I saw the sign,? she said, ?But it never said the bones were free.??

Share

This entry was posted on Monday, June 20th, 2005 at 9:10 am and is filed under Direct Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

88 responses about “What your English Teacher Can?t Teach You About Writing Copy”

  1. Ray Edwards, Copywriter said:

    Bob, I just had an interesting discussion with a client about this very topic. She was worried about what “people will think” if the grammar on her site is less than perfect. My answer: “Would you rather that ‘people’ think your grammar splendid and not buy from you, or would you rather they think your grammar terrible and give you their money?” My client said that this made the issue clear, and we stopped talking about grammar.

  2. TonyD said:

    That’s a great story! I used to work with several guys who had studied Latin in school. It turns out (according to them) that the reason it’s “bad grammar” to have a dangling modifier is that in Latin such a construction is literally impossible. The rule was imposed by scholars who looked to Latin as the model.

  3. Jim Logan said:

    And. But. Because. We were all taught you never begin a sentence with any of those words. It’s not proper language. But that’s how most people speak.

    I make more grammatical errors than most people and am a life-long student on the proper use of words, tense, and punctuation. I am master of the fragmented sentence. Thanks to spell checking software, I’m able to mask further embarrassments.

    Yet, I’ve been told I can effectively communicate with my audience through writing. Do I write better than I think I do? Or is my audience as illiterate as I am 🙂

  4. Gerold Braun said:

    If the grammar is perfect, poeple won’t recognize. Otherwise if the grammer is (playfully) wrong, it’s a hook to look twice and wonder/laugh/remember. From time to time copywriter come out with terrific, grammatically falsed headlines.

  5. Danny said:

    As far as I’m concerned, the whole purpose behind the rules of grammar is to facilitate clear communication. As long as you hold true to this and communicate clearly, don’t let the rules hold you back.

    After all, you’re looking for sales, not grades, right?

  6. M. Cloward said:

    Mr. Bly’s posting reminded me of the Apple Computer slogan from a few years ago: “Think Different.” Some complained that it should have read “Think Differently,” but the grammatically correct version isn’t nearly as memorable.

  7. Wendy Maynard said:

    When artists attend rudimentary classes, they learn to render objects, buildings, perspective, and figures accurately. Over time as their expertise grows, many artists choose to become increasingly abstract. Some intentionally distort their works to express a concept.

    Why should writers be any different? Once a writer understands the proper rules of grammar, punctuation, and so on, why not choose to manipulate the language in any way that works to get the point across?

    Besides, it sure wouldn’t be as much fun!

    Best, Wendy

  8. Laura said:

    This has been one of the most useful blog posts I’ve read in awhile. I’m a marketing coordinator for a hotel chain, so I spend a lot of time coordinating marketing projects for several hotel properties, and often deal with salespeople and staff at the hotels who don’t understand that copywriting to drive sales should not always follow all the rules your English teacher taught you. I understand this, but have always struggled to explain this in a satisfactory way to my hotels. I’m very grateful to have read this. Danny’s post couldn’t have put it any better.

  9. Pamela Kock said:

    When I was in high school, my awesome English teacher Mr. Geier gave us some advice. He said that sometimes you have to break the rules. But first, you must fully understand them. I’m not sure many in the class understood what he meant, but I did, and I’ve been taking them to heart ever since. Because if you don’t completely understand how to do it according to the rules, doing it otherwise will only be wrong. But if you do understand, breaking the rules can be an art form in itself.

  10. Bink said:

    I’m pondering a career in copywriting and was directed to your site. I love this story. Thanks for sharing it!

  11. Avi Fertig said:

    a client once reamed for poor grammar. “When I hire a professional writer,” he wrote in an email, “I expect him to be aware of basic grammar rules.” Feeling humbled, I wrote back asking about my mistake. He responded that sentences beginning with ‘and’ are clearly wrong. In my reply I invited the client to open that morning’s Wall Street Journal to see if other ads contained this mistake. Later that day he wrote an apology to me.

  12. fairrx said:

    good

  13. fairrx said:

    good

  14. Kol said:

    Great article. I agree with you

  15. shoes said:

    Good article, I enjoyed reading it.

  16. dsw shoes said:

    great article..

  17. Epson 1280 ink cartridge said:

    nice article..

  18. hakan said:

    gfhjfgjfg nbgjf ghhjk? khgk

  19. deluxe nile river cruise said:

    deluxe nile river cruise

    spiders Layout daughter act themed parse material occasionally complaints bolding Crawl suggestion Glance eyes Networks OverTheMark linkage gathers Include

  20. blonde virgin pussy said:

    blonde virgin pussy

    blonde virgin pussy

  21. naruto porn gallery said:

    naruto porn gallery

    naruto porn gallery

  22. iiybpsjbgr said:

    Hello! Good Site! Thanks you! kjvsgwzyjgly

  23. fruehxkiqf said:

    Hello! Good Site! Thanks you! aeqqdzuaajtmee

  24. byuvjfzhdc said:

    evfoyvtmo

  25. cdzufvkfpl said:

    mccjkqngy

  26. ebony greeneyes porn said:

    ebony greeneyes porn

    ebony greeneyes porn

  27. asian and black sex movies said:

    asian and black sex movies

    asian and black sex movies

  28. group homes los angeles ca said:

    group homes los angeles ca

    group homes los angeles ca

  29. free anime manga sex said:

    free anime manga sex

    free anime manga sex

  30. tranny sex movie said:

    tranny sex movie

    tranny sex movie

  31. Cocaine and codeine. said:

    Source of codeine.

    Codeine antitussive action.

  32. Muraallodia said:

    extras for the express movie
    http://www.zloyonline.info – does green tea have caffeine

  33. Ephedrine. said:

    Ephedrine ephedra.

    Ephedrine. Where is ephedrine found. Ephedrine for pleasure. Ephedrine weight loss products. Health risks of ephedrine. Ephedrine faq.

  34. Terbitium said:

    bhim8c Hello Perdun! Google.

  35. build a computer said:

    build a computer…

    […]What your English Teacher Can?t Teach You About Writing Copy – bly.com blog – bly.com direct marketing blog[…]…

  36. Cameron Mokriski said:

    A good amount of excellent publishing in this article. But only if I’d identified this specific site sooner. Congrats!

  37. Terence Burgette said:

    Size. How big your 3D TV depends on what you can afford to spend on a TV nonetheless more importantly, the viewing distance and the size of your room. It is true that the larger the size of the television, the cooler it will be to view your movies. Nonetheless a lot of people would not feel comfortable being seated too close to a big screen TV. In general, the optimum watching distance for today’s high definition TVs is from around 1.5 to three times the screen size. Even if you can only spring for a 48 or 52 inch screen, you’ll be sitting pretty watching 3D movies on your huge brand new screen. Additionally, you’ll need to think about exactly what size TV set can fit into your entertainment set. Always measure the available space to determine what size television you can get before you go out and buy it.

  38. latexfetishsex.blogspot.com said:

    Confucius said it is impossible to open a book without learning something.
    If you exchange the word “book” with “post”, this blog operates in the same way.

  39. sexwithmilf.blogspot.com said:

    You know, when someone asked the noble poet Frost if he views himself as a teacher, he was
    quoted saying: I’m not a teacher, but an awakener.
    I do believe this blog is precisely the same since
    it awakens me, and others I guess, and makes my mind
    work.

  40. amina said:

    logmein123

    logmein123 not working
    logmein123 not working on mac
    logmein123 number
    logmein123 on ipad
    logmein123 on mac

  41. Sahil said:

    Nice article
    If you want speak English confidently and fluently with 5easy tips than read this article : https://www.knowledgeforus.com/2018/12/how-to-speak-english-fluently-and.html

  42. Suraj deshmukh said:

    i like your article about english teacher.it will help me in future for more read home tutor in your area

  43. domnic said:

    This is good article if you want to read informative article then click on following link Click me for article

  44. ddd said:

    dior torebki

  45. gtg said:

    skóra naturalna

  46. The Academic Papers said:

    Students are very sad due to English Essay and teachers are not also eligible to teach the students the basic skill of English writing that is why the students are forced to get writing help from the expert writers of the academic papers.
    https://www.techsergery.com/2020/06/use-google-fonts-in-wordpress-website.html

  47. Arthur Rodriguez said:

    https://hpprintercustomerservice.us/page/hp-printer-customer-service
    https://sites.google.com/view/printer-drivers-for-hp/
    https://aol-customer-support.us

  48. jexetajsd said:

    Watch as England take on the mighty Barbarians in the Quilter Cup in the first game at Twickenham since the Guinness Six Nations. See some of the greatest names in world rugby take to the field in this traditionally high scoring affair.Enjoy the best of hospitality in The Lock restaurant or The Gate chophouse at Twickenham Stadium with a three course lunch and all inclusive beer, wine and soft drinks pre and post-game.Steak and rugby are a match made in heaven and The Gate, our atmospheric steakhouse, is the place to be on game day. You will experience premium Quilter Cup Rugby live stream cuts of meat and exquisite steaks, along with fine wines as chosen by our in-house sommelier. Step outside and you will find yourself only moments away from your premium seats in the lower tier of the East Stand, giving you maximum time to enjoy the incredible food and superior service of the restaurant.

  49. pepasdsd said:

    UFC 257 is set to take place at the Yas Islands in Abu Dhabi on January 23 and the PPV marks the return of the most popular fighter in the promotion’s history, Conor McGregor. McGregor makes his much awaited return in the main event of UFC 257 in a rematch against Dustin Poirier. The pair fought previously in a Jessica Eye vs Joanne Calderwood featherweight clash at UFC 178 where McGregor won by first-round TKO. Multiple people with knowledge of the promotion’s plans confirmed to MMA Fighting that a matchup between Jessica Eye and Joanne Calderwood has been added to the UFC’s Jan. 23 fight card following an initial report from MMA DNA. A location for the event has yet to be officially announced.

  50. kihosdsd said:

    The main event will see heavyweight stars Chisora and Parker face off. These two were set to clash in 2019 but Parker was forced to pull out due to a spider bite. Now, the New Zealander Parker vs Chisora online is fit again and has won his last four bouts. Chisora, meanwhile, lost to Oleksandr Usyk last October and will want to hit back.

  51. jacob said:

    https://ijsetupcanon.us/
    https://seofreelancerus.com/canon-com-ijsetup/
    http://geeksready.com/http-canon-com-ijsetup/
    https://installprint.com/canon-com-ijsetup/

  52. Max said:

    http://thehelpingguide.com/printers/canon-com-ijsetup-install-canon-printer/
    http://asinghblog.com/www-canon-com-ijsetup/
    http://canon-com-ijsetup.com/
    http://asinghblog.com/solutions-brother-com-windows-setup/

  53. sam miller said:

    http://geeksready.com/solutions-brother-com-windows/
    http://solutions-brother-windows.com/
    https://brother.printers-setup.com/solutions-brother-com-windows/
    https://marktick.blogspot.com/

  54. Corwin said:

    Pugs for sale,pugs for sale near me,cheap pugs for sale,pug puppies for sale,teacup pugs for sale,teacup pugs,teacup pug puppies for sale, teacup pug for sale near me,pug for sale near me,pug puppies for sale under,teacup pugs,pug puppies near me,teacup pugs,teacup pug puppies for sale,pug puppy for sale,mini pug,baby pugs for sale,pug breeders near me,pugs puppies for sale,black pug puppies for sale,miniature pugpug puppies,pugs for sale near me,pugs for sale near me,pugs puppies,black pugs for saleteacup pug puppies for sale,pugs for sale,baby pugs for sale,mini pug,teacup puppies for sale near me,pug puppy for sale utah,pug puppy for sale near me,pug puppy for sale cheap,pug puppy for sale ohio,pug puppy for sale in tennessee,pug puppy for sale massachusetts,pug puppy for sale illinois,pug puppy for sale in pa,pug puppy for sale texas,pug puppy for sale az,pug puppy for sale arkansas,pug puppy for sale atlanta,pug puppy for sale adelaide,pug puppy for sale australia,pug puppies for sale alberta,pug puppies for sale austin texas,
    https://pugslandbreeder.company.com

  55. robert said:

    https://savannahbengal.company.com/

  56. Eligia said:

    I agree with the poster above who pointed out that blogs, like other communications vehicles (like newspapers and direct mail) are just one of the many ways we reach out to our audiences to tell them about something — an idea, a pruct, a service, whatever. And in some fashion encourage/hope they’ll buy it. https://frenchiespugpuppy.com

    pug puppy | pug puppy for sale | pugs for sale near me | pug puppies for sale under $500 near me | pug puppies for sale under $500 | pug puppies for sale | baby pug | pugs for sale | white pug | pugs for sale | pug for sale | pug breeders near me | black pug puppies | black pug pies for sale|frenchie for sale|french bulldogs for sale | frenchie puppies for sale | frenchies for sale | french bulldog puppy for sale

  57. Sara Khan said:

    Amazing blog post! Truly enlightened by this. Love the content and design. Looking out for future posts! If you are looking for a Math tutor, you can check out.portable sea water ro system thanks…

  58. Cobalt Dreir said:

    cobalt 12% are importers of cobalt octoate products devoted exclusively to advance materials in industrial bulk and laboratory/research quantities.

  59. Real Estate Agent In Long Island said:

    Our experienced team is considered one of the best in the real estate market. We assist you in selling your houses at the best rates. You can list your Houses for Sale in Long Island on our website. We offer rental services as well so you can rent your beautiful homes. Here are a few tips to help how one can sell their home.

  60. Chinyere said:

    Buy women handbags online from chinyere. A lot of varieties are offered by chinyere for women bags.

  61. PSW said:

    PSW near me is a Cleaning, Restoration and Maintenance Say goodbye to all the dirt, grime and debris and say hello to new and sparkling exteriors of residential and commercial property.

  62. Alexpeter said:

    The Career Coach is Europe’s top career coaching consultancy – and has helped more than 10,000 people land their dream jobs, all in less than 40 days.

  63. HazelJames said:

    Website Design Ireland</a that offers a complete digital solution in taking your business online.

  64. tobycarvery said:

    NikNik Travel provides the best accommodation to their visitors throughout the World and also provides the services of pick and drop from Airport to your desired destination

  65. Rios Cosmetics said:

    Stunning sunblock and sunblock cream are offered by Rios, a great new multi brand store. The shop wants to bring their customers satisfaction with the best sunblock in Pakistan. Their best sunblock is perfect for your needs With their sunblock and related products, Rios is sure to meet all of your demands.

  66. shaypari said:

    advancefitness by Bilal Brothers, established in 1979, is the leader in exercise, fitness, gymnasium and indoor sport equipment all over Pakistan. We work only with the world’s top brands and are proud to serve our customers with top-notch after sales service.

  67. halfrobert said:

    custom eCommerce website development is accompanied by a range of other value-added services that add the oomph factor and makes it thrive.

  68. gilbert said:

    Best Shisha in Dublin offers you a wide range of shisha with flavourful drinks to go with it. Bring in your friends and family and enjoy the secluded atmosphere we offer you. We are offering amazing deals on drinks and shisha combos throughout the week.

  69. Emiley said:

    Hi, Nice Article. Well we are a marketing agency . We offer social media marketing services to help you build and engage with your audience on social media.

  70. cavpshost said:

    Hosting companies that provide virtual private server plans for Windows operating systems at a reasonable price, they are cheap windows vps hosting. These plans often offer a range of customizable resources and features, including as RAM, storage, and CPU cores, to meet a variety of hosting requirements.

  71. iHost VPS said:

    A virtual private server can be hosted in USA data center using the service. With our premier data centers and flexible packages, get quick and dependable vps hosting usa. Those who want faster website loading times and data protection standards may find this advantageous.

  72. Maples Closet said:

    Add the perfect finishing touch to your outfit with Maples Closet collection of hand bags for ladies. Our collection offers a variety of looks that are created to fit every event, from chic and classy to casual and fun. Our handbags are made with premium materials and careful attention to detail, making them useful and fashionable. Find the ideal accessory for your ensemble by shopping right away.

  73. Oxeltech said:

    Embedded software development services involve the creation and programming of software that is embedded in electronic devices, such as microcontrollers, sensors, and other electronic components. These services are typically offered by specialized firms that have expertise in electronic engineering and software development.

  74. Gabe Freeman said:

    Interesting article a view point!

  75. Tour Saint Lucia said:

    Experience the thrill of a wide range of water activities in Saint Lucia with Tour Saint Lucia. From snorkeling in crystal-clear waters to exhilarating water sports, our offerings cater to every aquatic enthusiast, ensuring an unforgettable adventure in the Caribbean’s breathtaking landscapes.

  76. BabyBoxShop said:

    Introducing our New born Baby Box – a heartfelt collection of essentials tailored to greet the newest member of the family. From cosy onesies to soft blankets, each item has been chosen to provide comfort and warmth for the precious little bundle. Celebrate the journey of parenthood and offer your heartfelt congratulations with this thoughtfully curated box.

  77. Vallee Real Estate said:

    Welcome to Vallee Real Estate Group -Your Trusted Partner in Real Estate Services.Our real estate group is committed to providing top-notch services for buyers and sellers alike. With a strong focus on market trends and customer satisfaction, we aim to exceed your expectations.Unlock the potential of your real estate journey with Vallee Real Estate Group.

  78. Criminal Modz.. said:

    Elevate your GTA 5 adventure with Gta 5 Modded Accounts. Acquire advanced weaponry, in-game riches, and exclusive items. Stand out in Los Santos and master the game with these modded accounts.

  79. BSNS Consulting said:

    Achieve prominent online visibility with BSNS Consulting’s Best Search Engine Marketing strategies. Our team leverages the power of search engines to place your brand at the top of search results, ensuring maximum exposure and targeted leads. Partner with us to optimise your search engine marketing efforts and stay ahead in the competitive digital realm.

  80. TipTop Enrichtung said:

    friseurstühle are the chairs available for clients in a hair salon. They are designed to be comfortable and allow the hairdresser easy access to the client’s hair.

  81. Ginkgo Retail said:

    Ginkgo Retail provides a strategic roadmap on how to reduce customer returns, leveraging data-driven insights and innovative approaches. Our tailored solutions pinpoint the root causes behind returns, empowering businesses to proactively address issues. Through streamlined processes and proactive customer engagement, we enhance product accuracy and customer satisfaction, minimizing return rates. With our expertise in predictive analytics and personalized experiences, Ginkgo Retail guides businesses in implementing effective policies and practices that mitigate return complexities. Gain a competitive edge by partnering with us to navigate the landscape of reducing customer returns, fostering lasting customer loyalty and optimizing operational efficiency.

  82. TipTop Enrichtung said:

    A Rückwärtswaschbecken is a backward or reclining hair wash basin used in hair salons. It allows clients to comfortably lean back while having their hair washed, providing a relaxing experience during salon visits.

  83. Timothy Wilson said:

    really

  84. Pink Salt said:

    Himalayan Pink Salt has become a major actor in the world of gourmet foods and holistic health, drawing the interest of chefs, wellness seekers, and health lovers alike. Harvested from the antiquated salt reserves tucked away in the foothills of the Himalayas, this fine salt has evolved into a global culinary need and a symbol of purity.

  85. Moringa Powder said:

    The demand for Moringa Powder has seen a significant surge in Pakistan, as health-conscious individuals seek natural supplements to enhance their well-being. This article dives into the world of Moringa Powder in Pakistan, exploring the best options available and shedding light on why it has become a staple in many households.

  86. Terry said:

    Every type of job, even teaching, requires certain qualifications and skills to excel. While teaching is often perceived as solely requiring subject knowledge and classroom management skills, the reality is that effective teaching demands a deep understanding of educational psychology, curriculum development, and differentiated instruction methods. Moreover, interpersonal skills are crucial for building rapport with students and collaborating with colleagues. In essence, while passion for the subject matter is vital, meeting the job requirements through nbi link for appointment is necessary to create a conducive learning environment and foster student success.

  87. jordan said:

    Your English teacher might excel at grammar and literary analysis, but writing copy requires a different set of skills. Unlike crafting essays or stories, copywriting focuses on persuasive language that drives action, often needing a punchy, engaging style that resonates with a target audience. For instance, when creating a compelling call to action like “schedule online appointment DFA,” your teacher might not delve into the specific techniques for making it irresistible. They may not cover the nuances of audience segmentation or the strategies for crafting headlines that captivate and convert. While foundational writing skills are important, mastering the art of copywriting involves understanding market needs and employing psychological triggers to inspire responses.

  88. myAARPMedicare said:

    Such a fascinating article on a lovely day like today; thank you for your efforts in creating such a beneficial article.

Leave a Reply