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Do you use 'The Elements of Style' in your copywriting?

by Jeffery Moss
10 replies
The Elements of Style (1918), by William Strunk, Jr. and E. B. White was considered the quintessential writing style guide of the 20th century. Though it's considered an old book now, the concepts still apply today for good copywriting. I'd love to know if you use The Elements of Style. Or, what style book you use for good copywriting.
If you have not read this book, you can find it here free on this official Washington university library.


http://faculty.washington.edu/heager...trunkWhite.pdf
#copywriting #elements #style
  • Profile picture of the author Alex Cohen
    Originally Posted by Jeffery Moss View Post

    The Elements of Style (1918), by William Strunk, Jr. and E. B. White was considered the quintessential writing style guide of the 20th century. Though it's considered an old book now, the concepts still apply today for good copywriting. I'd love to know if you use The Elements of Style. Or, what style book you use for good copywriting.
    If you have not read this book, you can find it here free on this official Washington university library.


    http://faculty.washington.edu/heager...trunkWhite.pdf
    You'll get your best results if you write conversationally. Contractions, pauses, colloquialisms. Sprinkle in some one and two word sentences.

    Alex
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  • Profile picture of the author BrianMcLeod
    I like to think of academic writing and "Elements of Style" as codified Music Theory...

    ...while Copywriting is like Rock & Roll, breaking rules whenever necessary or fun.
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    Brian McLeod
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    • Profile picture of the author James Clouser
      Originally Posted by BrianMcLeod View Post

      I like to think of academic writing and "Elements of Style" as codified Music Theory...

      ...while Copywriting is like Rock & Roll, breaking rules whenever necessary or fun.
      That's a great comparison. I agree, and would add that - like music - you should learn the rules before you break them.

      By the way, you rockers aren't the only ones who break the rules in music!
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  • Profile picture of the author Benjamin Farthing
    As long as you know why you're breaking the rules, it's okay to break 'em.

    We should know the rules Elements of Style puts forth (and any copywriter worth his salt does - whether he realizes it or not)...

    but we should break those rules when it helps the copy.
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  • Profile picture of the author Raydal
    It's one that I keep close and recommend to my coaching students. For sure
    it's a "must have" for ANY kind of writing. The biggest take away is not the
    rules of grammar, but how to write CLEARLY.

    -Ray Edwards
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    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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    • Profile picture of the author colorado1850
      Originally Posted by Raydal View Post

      it's a "must have" for ANY kind of writing. The biggest take away is not the
      rules of grammar, but how to write CLEARLY.

      -Ray Edwards
      Exactly. Just glance at the TOC and you have a summary of some important topics in any kind of writing:

      Omit needless words
      Use definite, specific, concrete language
      Write in a way that comes naturally
      Do not overwrite
      Do not overstate
      Avoid fancy words
      Do not take shortcuts at the cost of clarity

      It's not a guide to copywriting. But it has some invaluable information in it.
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      • Profile picture of the author Alex Cohen
        Once again an old book has been declared a "must-read" masterpiece.

        And once again, not one of the points in it will be new to folks who have studied basic copywriting.

        My advice to rookie and wannabe copywriters: Don't waste your time reading the classics from the early 1900s.

        Learn from the modern masters. They teach the same concepts as the old masters (plus a whole lot more)... and they use modern examples.

        Alex
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  • Profile picture of the author Ghoster
    I don't think many people use proper grammar in sales letters.

    They tend to use short sentences and a conversational tone.
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    On the whole, you get what you pay for.

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