You've gotta get a chuckle out of this... my most recent email I sent out, lead-generating for my live room guest open house (packed em in at 87 folks online btw), I got corrected by an "english teacher" type on the grammar I used in my copy... check it out:

Here's a few of her comments... (are some people really this anal-ytical?)

+++++++++++++=

"First comment is about block of text immediately above the text below. Informal text, even in advertising text, has some standing rules. E.g., the use of quotation marks, caps, underlining, and coloring--especially in the same block--is disconcerting , even amateurish to the careful reader. "

Why the ellipses? And there is a difference in the use of the three dot and four dot ellipses.

Your outside quotation marks ignore the use of another set of double quotes on the inside.

Need a verb in the adverb clause. E.g. "are."

The use of a single dash rather than the standard double for nonrestrictive comment is not serious but becomes more so in the context of other false usage.

Or bounce after shorting" requires another question mark. A good rule to abide by in the use of exclamation marks is this: Allow yourself no more than one every six months. Let the writing show your emphasis. (Ken's note: I had to Laugh out loud at this. One exclamation point every six months? Ye's Ma'm. Not. Lol.)

Why the colon? Notice the echoing of "updated" and "updated"? In the block below: Why the quotes? You have a five period ellipses, an exclamation mark, and final quotes. In a standard four period ellipses, there is no space after the first period and cannot be any punctuation after the fourth period.
+++++++++

====
I replied nicely, though, saying... :

Hi (name), thanks much for the commentary. You may not know it, but I'm a world-famous copywriter, I run www.CopywritingUniversity.com ... and much of what we do in copy is distinctly not what would be considered "formal english correct". I'd also been a college/university professor, and agree w/your points.. (www.kencalhoun.com/clients.htm )
In advertising copy, long-form direct response, we use a lot of non-typical grammatical licenses in how to emphasize points, because it sells ... so it's a different marketing approach..
-------


anyone else get "corrected" by a school-marm type? I found it a bit hilarious. I restrained myself from asking how much She makes with her grammatically-correct copy. My 7 figures is good for me though..

I had to really laugh at this. It's friggin hilarious how the clueless look at long copy. I hope my competitors think like that. My bank account shows it works. Different worlds. The English Teacher vs the Copywriter. (insert dramatic music here)

"standing corrected here",

Ken

P.S. I'm gonna lose sleep over that 3- vs 4-period ellipses bit.. what about 2-period ellipses.. ? Do people really count ellipse periods? You betcha!
-sigh- What if I used 7 ellipse periods.......? Ah the drama.

fyi, here's the original email she was remarking on...


Daytrading University: As seen in CBS Marketwatch,
theStreet.com, Active Trader Magazine, the Online
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and more... learn from us for 2 weeks, on the house...!

===============================================
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===============================================

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===============================

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=========================

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----------------------------

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Regards,
Ken Calhoun, President
DaytradingUniversity.com
(88 414-5055

As Seen in CBS Marketwatch, Active Trader Magazine,
eSignal "Trading with the Masters", and more...

Feel free to email me if you have any questions or suggestions.
-----------------------------------------
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Great post Ken!

I once had a client who's assitant had been a grammar teacher. I got side-swiped. Worked for two-weeks on the copy. Turned it in. Client loved it. Next day there's a knock at the door. It's the FedEx guy. I open the package and it is my copy drenched in red ink. His assistant had a note that I had to make all the changes and FedEx them a disk back that afternoon.

I called and tried to have a conversation with her and another assistant who had also been a school teacher. It went South in a hurry. I unfortunately "lost it" and started yelling at them over the phone, told them I only worked principal to principal, I didn't know who they were, and I wouldn't be making the changes (I DID bring up the fact I'd just had a letter pull in $800,000 bucks and how much did her last letter pull).

Live and learn. I've learned to better handle those responses by clients over the last 10 years. The clashes can be avoided by setting things up right to start with - managing expectations.

I was once putting a joint venture together with Jay and another company. They got hung up on the phrase "ethically exploit" in the copy and it just about killed the deal.

Anyway, your post is one of the best examples I've seen of grammaritis.

Funny Ken... (3 ellipses)

and you too Robert.

I have a good one..... (worth 5 ellipses)

Got an email from an English teacher who had tracked me down through a client to find out I had written the sales letter - to complain about one word:

"irregardless"

He went through all that trouble to tell me it doesn't exist. Man, it bugged him.

I said, "you may be right, but I hear people say it all the time - and guess what? Word, Outlook, or nearly any other program with a spell checker recognizes it... kinda weird if it doesn't exist - how do you explain this?"

I also pointed out that, despite the formalities, he could ask my client directly how the new sales letter was doing for him economically irregardless of the rogue word (hint: 8 times better sales). I couldn't resist

I told him if he had a site, then for several thousand dollars I could make up even better "non-existent" words to increase his profits too...

-----

Another word that ruffled a lot feathers in a letter I wrote was "nude", as in "Totally Nude Strategies Exposed" - or something like that.

But out of more than 20 headlines we tested - this one simply couldn't be beat - so it stayed, and pulled. My client kept forwarding me emails from people complaining about that word (at least 3 - maybe more).

Talk about weird sexual hang-ups. Good thing he laughed about it (his profits were so good - he was laughing right to the bank!)

Anyway - people are weird. BTW - every single person who complained, also bought. I bet Freud would have a field day with that...... (six ellipses)

LOL, funny indeed

Well, I emailed this one lady wanting to add her to my recource page (exchange links) , here's what she said:


-----Original Message-----
From: XXXXXXXXXXXX
Sent: Wednesday, October 27, 2004 5:11 AM
To: Sammer Hakim
Subject: Re: query

Hi there,

I've had a look at your site and immediately noticed a number of basic punctuation errors (my comment: I'm still trying to find them!) One of my promises to clients is that they can rely on me to supply quality, correct copy so I wouldn't like to compromise my reputation by endorsing a site that doesn't meet my own standards.

Thanks anyway and good luck with your venture.


I replied asking her what punctuation errors I had made - she said I used a dash inappropriately and not to get upset because I had been 'corrected' by a better writer.

Ken,

That's the one that really had me laughing.

She would absolutely detest my writing... LOL...

Asking "Why the ellipses?" tells me that she wouldn't recognize a "slippery slide" if it hit right across her school-marm... Ahem... Pocket book...

Thanks for sharing your "scolding" Ken!

Guess I need to dig out my "Strunk and White's - Elements of Style" and add "Don't Piss off the Anal English Teachers" to my arsenal of conversion boosting secrets...

Uh-Oh... I wonder what she would say about starting a sentence WITH and ellipse?!?

I guess I'll have to stop ending all my bulleted lists of benefits with:

... And much more!

Damn!