The Turner Ink blog contains rants, bloopers, observations and opinions. It also has handy tips on grammar and punctuation such as colons: semicolons; and full stops. As well as some very useful ‘how tos’. Feel free to leave comments. Be nice though.

Turner Ink

Copywriting Services London

Archive for January 2009

Apostrophes in Birmingham street names: shall we deaf it?

30th
Jan
by Sarah Turner

Birmingham City Council has decided, in their wisdom (ignorance), to drop apostrophes from all their road signs and place names.

Councillor Len Gregory said, “I don’t see the point of them. If it was to give more clarity to the people of Birmingham it might be something we would look at, but I see no benefits at all.”

Ok, the point of apostrophes, Mr Gregory, is that it shows a road, square, lane or street has been named after somebody. It shows that a road, square, lane or street belongs to somebody. And it shows that at least one person at Birmingham council has some grasp of English grammar. Presumably if Mr Gregory had a street named after him he’d be happy for it to be called Gregorys Street, rather than Gregory’s Street?

As it turns out, apostrophes have been disappearing from road signs and place names in Birmingham for the last 50 years. Which is why you see St Pauls Square, St Marys Road and Wheelers Lane.

Councillor Martin Mullaney said, “we are constantly getting residents asking for apostrophes to be put back in, and as a council we have got to make a decision one way or another.”

So, if you’re going to make a decision one way or another – why not make the right one? Why not decide that any new road signs will be correctly punctuated? And, as and when old signs need replacing the missing apostrophe is put back? It’s not difficult is it?  

Getting rid of apostrophes in street names has nothing to do with clarity. Or consistency. Or making sure the emergency services can find an address easily. It’s everything to do with apathy, laziness and a general dumbing down.   
 

P.S. Big thanks go to the ‘Talk like a Brummie day’ dictionary who taught this Londoner the phrase ‘deaf it’. (It means ‘not bother’, ‘forget it’.)

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Get with the program

27th
Jan
by Sarah Turner

Website or Web site? Tricky one this as technically they are both right. However, the Oxford English Dictionary is going for website, all one word, and so am I. But the Web on its own is capitalised. As is World Wide Web and the Internet.

Online should be one word not on-line. And email and enewsletter are now grown up enough to go without their hyphens. Can someone let The Times know as they still insist on using e-mail. So last century.

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Blimey! I didn’t know that! When and where to use the exclamation mark

25th
Jan
by Sarah Turner

Exclamation marks have only one use: at the end of a sentence to show a strong emotion: 

That’s great!
What a stunning view!
Help!

However, in copywriting and business writing the exclamation mark should be used sparingly, if at all, as it can make your writing sound, well, a bit giddy and breathless. Woo-hoo! Gasp!

Of course the multi exclamation mark should never be used. Apart from:

Pay my invoice!!!!!!!!!!! (Yeah, you know who you are!)

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How to write effective sales emails

22nd
Jan
by Sarah Turner

What’s your point?
Ask yourself ‘why am I doing this?’ And no, ‘because the boss told me to’ is not a good enough reason. Seriously. What do you want from this? What are you hoping to achieve? In marketing lingo, what are you objectives?  

Have an awesome subject line. Or at least a rather good one.
Your subject line needs to be truthful. Yeah, that means don’t lie. And it needs to promise something of real value and interest for your reader: Learn something. Get something. Be entertained. Don’t miss out. There should be a promise in there. And it should be about ten words long. 

Get to the bloody point
People are busy. So get the offer on the table. And fast. Say you understand their problem. (There’s always a problem.) And how you have the solution. Don’t waffle on with pleasant introductions and anecdotes.  

Benefits, not features
Show how your product or service can help; not just what it does. Say it will help your reader do something in half the time. Or reach their target weight even quicker. Or make them feel better within 3 weeks (or their money back). Or increase productivity by 53%. Be as precise as you can.   

One message, one love
Don’t be tempted to get all your offers in one email. Most of your readers have the ability to digest one sales message at a time and that’s it. You can always send another email next week with another offer.

Give stuff away
Everyone loves a freebie. It doesn’t really matter what it is. So tell your reader to go to your website right now and download a free e-book. Or fill in a simple form to claim a free pen. Or order in the next 24 hours and get 10% off of your order. Just give, give, give.

Give instructions
Tell your reader what you want them to do: Download this pdf. Call us now. Visit the website to buy. Email now for a free sample. And make sure a member of your team is available to take that call; make sure the product is actually available on the website; make sure all your links are working. Your reader has shown interest. Now don’t screw up. 

Make it personal
Target your sales emails properly. A superbly written email is of no interest whatsoever if it goes to the wrong person. And get a name. Write ‘dear John’ rather than ‘dear subscriber’. Make someone feel special.

Opt in (or opt out)  
This is really important. You need to make it really easy for your reader to opt out or unsubscribe. It’s that law. Make an unsubscribe link is at the bottom of your email.

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Licence or license to thrill?

11th
Jan
by Sarah Turner

Ok, this one gets me running for the dictionary every time: when to use licence and license or practice and practise.

Practice with a C is a noun. And practise with an S is a verb. (S and V are close together in the alphabet which is a good way of remembering, I guess.) So,

There’s a new doctor’s practice opened up near me
He runs a legal practice

The girl practised her piano playing
We need to practise our free kicks

And the same goes for licence and license. Licence with a C is a noun. And license with an S is a verb. So,

I need a television licence
I’ve got my driver’s licence with me

You are licensed to run this bar
How to become a licensed contractor

Of course just to confuse matters our pals across the pond use practice with a C for the noun and the verb and license with an S for the noun and the verb.

In fact when the James Bond movie Licence to Kill came out in 1989 the US studio wanted to change it to the American spelling, license. But (I’m pleased to say) the Brits said no. Rather amusingly the original title of the movie was Licence Revoked but a survey showed that 50% of Americans didn’t know what revoked meant. I’m saying nothing.

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