{"id":1567,"date":"2019-03-04T20:57:43","date_gmt":"2019-03-04T20:57:43","guid":{"rendered":"http:\/\/www.wensmedia.com\/ens-on-sales\/?p=1567"},"modified":"2019-03-04T21:05:09","modified_gmt":"2019-03-04T21:05:09","slug":"useless-words","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/useless-words\/","title":{"rendered":"Useless Words"},"content":{"rendered":"<p style=\"text-align: left;\" align=\"center\"><strong><span style=\"color: #999999;\">Proper Grammar is Out When it Comes to Copywriting<\/span><\/strong><\/p>\n<p style=\"text-align: left;\" align=\"center\"><span style=\"color: #999999;\">\u201cJoe\u2019s Shoe Shop &#8211;\u00a0<s>Located at the<\/s>\u00a0<s>corner of<\/s>\u00a010<sup>th<\/sup>\u00a0and Main\u00a0<s>in<\/s>\u00a0Downtown River City\u201d.<\/span><\/p>\n<p><span style=\"color: #999999;\">This sentence has a total of 15 words, 6 of which are useless and not needed. It should read,\u00a0\u201cJoe\u2019s Shoe Shop, 10<sup>th<\/sup>\u00a0and Main, Downtown River City\u201d.<\/span><\/p>\n<p><span style=\"color: #999999;\">\u00a0<\/span><span style=\"color: #999999;\">The words \u201clocated at the corner of\u201d and \u201cin\u201d have no bearing on the message you are trying to get across.\u00a0The only reason we write them into a script is that we assume we should use proper grammar while writing radio ads.<\/span><\/p>\n<p><span style=\"color: #999999;\">\u00a0<\/span><span style=\"color: #999999;\">When it comes to writing ads for radio, using proper grammar can, and often times will make the ads too \u201cwordy\u201d.\u00a0Taking the connecting words out, and instead using a pregnant pause, will have a more dramatic effect and will grab the listeners\u2019 attention.<\/span><\/p>\n<p><span style=\"color: #999999;\">\u00a0<\/span><span style=\"color: #999999;\">\u201c<s>It\u2019s\u00a0<\/s>the biggest dress sale of the season,\u00a0<s>you will<\/s>\u00a0find hundreds of dresses\u00a0<s>in<\/s><\/span>all<span style=\"color: #999999;\"> sizes and colors\u00a0<s>at<\/s>\u00a0drastically reduced prices.\u00a0<s>The<\/s>\u00a0sale ends\u00a0<s>this<\/s>\u00a0Saturday<\/span>,<span style=\"color: #999999;\"><s>so<\/s>\u00a0hurry in today while the selection is\u00a0<s>at its<\/s>\u00a0best\u201d.<\/span><\/p>\n<p><span style=\"color: #999999;\">\u00a0<\/span><span style=\"color: #999999;\">\u201dThe biggest dress sale of the season\u2026 find hundreds of dresses &#8211; all sizes and colors &#8211; drastically reduced prices!\u00a0Sale ends Saturday &#8211; hurry in today while the selection is best\u201d.<\/span><\/p>\n<p><span style=\"color: #999999;\">\u00a0<\/span><span style=\"color: #999999;\">In this example, it\u2019s 10 words less than the original, and that\u2019s only two sentences.\u00a0If you do this with three or four of the sentences of a typical 30-second ad, you could find an additional 10 to 20 words that can be used to say something more profound to grab someone\u2019s attention.<\/span><\/p>\n<p><span style=\"color: #999999;\">\u00a0<\/span><span style=\"color: #999999;\">Keep in mind, it\u2019s always easier to fix an ad than it is to write one from scratch.\u00a0I encourage you to look at your future scripts and eliminate the \u201cuseless words\u201d.\u00a0You\u2019ll ultimately come up with better ads!<\/span><\/p>\n<p><span style=\"color: #999999;\">\u00a0<\/span><span style=\"color: #999999;\">If you would like me to constructively critique a script or two for you, just\u00a0<a style=\"color: #999999;\" href=\"mailto:rick@ensmediausa.com\" target=\"_blank\">send it to me\u00a0<\/a>and I will give you my thoughts.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Proper Grammar is Out When it Comes to Copywriting \u201cJoe\u2019s Shoe Shop &#8211;\u00a0Located at the\u00a0corner of\u00a010th\u00a0and Main\u00a0in\u00a0Downtown River City\u201d. This sentence has a total of 15 words, 6 of which are useless and not needed. It should read,\u00a0\u201cJoe\u2019s Shoe Shop, 10th\u00a0and Main, Downtown River City\u201d. \u00a0The words \u201clocated at the corner of\u201d and \u201cin\u201d have [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[122,446,9,445],"class_list":["post-1567","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-ads","tag-attention","tag-radio","tag-useless"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/1567","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=1567"}],"version-history":[{"count":10,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/1567\/revisions"}],"predecessor-version":[{"id":1577,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/1567\/revisions\/1577"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=1567"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=1567"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=1567"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}