There's Something about Compound Sentences

A commonly abused construction is the compound sentence. Let's dig in here and learn why that is the case so we can avoid awkward sentence construction in the future.

A clause is a group of words containing a subject and a verb. An independent clause can stand alone as a sentence, and a compound sentence is formed when two or more independent clauses are combined. Commas are used to separate the clauses of a compound sentence. Only clauses closely related in thought should be joined to make a compound sentence.

Let's see some examples, both good and bad.

Good Example No. 1:
John Smith is a very tall man, but he walks with an air of authority.
These clauses are independent but related. You could make them into two distinct sentences if you wanted to do so.

Bad Example No 1:
Clients have been responsive today, and I have a new skateboard to break in.
These clauses are not related. By combining them, we are bound to confuse the reader.

Good Example No. 2:
I have travelled to Florida, but I don't expect to return soon.
Once again, the phrases are related and make sense when tied together.

Bad Example No. 2:
The mail arrives at noon each day, and I am having serious concentration issues today.
In what universe do these two thoughts go together? They certainly don't make sense in this one.

This is something I encounter often in copy that comes across my desk. We often try to make a connection between unrelated thoughts. Rather than do this, we can break up the thoughts and make for a much clearer message. Compound sentences are great when they make sense, but nothing derails a reader like seeing two unrelated thoughts tied together. A person could go mad trying to understand the connection.

Effective headlines tell a story

Headlines and subheads are a great way to make large blocks of content more digestible for your readers. Plus, if you are writing web site content and want to make sure your content is as highly optimized as possible, headlines and subheads are a perfect way to boost your keyword density while also giving the reader visual breaks in the grey blobs of copy you're providing them.

Avoid label headlines because they are boring

The biggest mistake you can make with a headline is to make it boring. Think of a headline as an invitation to read on. The headline is like the subject line of an e-mail message. If it's boring, the reader stops there.

A label headline is one that contains no action at all, but merely offers a hint of what we're about to read. Let me give you an example.

Coupon codes
A lot of affiliates programs fail because the program did not provide coupons to affiliates who need them in order to successfully promote the campaign to customers.
This headline, while accurately introducing us to what we're about to read, is really dull.

Grab the reader by adding action to your headlines
Let's try the last example again. By adding an action verb, we will grab the reader's attention and make him or her more likely to keep reading.

Coupon codes empower affiliates to succeed
A lot of affiliates programs fail because the program did not provide coupons to affiliates who need them in order to successfully promote the campaign to customers.
Now the headline makes a statement. As a reader, I'm drawn to read on to find out why this is the case. The headline teases us and makes us want to read more. That is why label headlines fail.

Cutesy headlines fail to cut the mustard
I am as guilty as the next person when it comes to writing what I think are clever headlines. A few years ago I was so proud when I came up with "Crouching web site, hidden keywords" for a headline I wrote about black hat SEO practitioners who hide keywords in the background colors of their web pages in the hopes of gaining higher rankings. I suppose it's a fairly clever headline. Thanks to the nature of pop culture, however, it has a shelf life of about two years. And, worse still, it tells me nothing about what I'm about to read. A good headline should not only give the reader a clue about what they're about to read; it should also make the reader want to read it. That is why you cannot use cutesy or label headlines; they usually fail to do both of these key things.

Avoid acronyms that turn good writing into soup

This week's copywriting lesson is a rather simply one, and one that I have shared with some of you already as I edit your work.

Let's talk about acronyms, shall we? These little abbreviations that stand for something are great, aren't they? Why should we have to spell out Automated Teller Machine when ATM is so much more convenient? With all the competition out there for readers, our writing should be all about convenience.

Therein lies the rule for acronyms. If using an acronym makes the reader's life a little easier, we should use it. There are so many acronyms that are universally recognized. It would be silly not to use these. Some examples:
FBI, CIA, ASAP, NASA, PTA, etc.

However, if the acronym is NOT universally recognized, you risk using the reader, who will be left wondering, "What does that stand for, anyway?"

Let's go the case file for some examples.

Example 1: Crouching Acronym, Hidden Meaning
NASA encourages all employees to take as many ULD as possible.
Of course the folks at NASA know what ULD means, but we don't! It isn't a household name. Would a housewife in Idaho know what ULD means? Would a senator in Washington? Would your little brother or sister? Didn't think so.
Example 1: Fixed for clarity and reader convenience
NASA encourages all employees to use as many unpaid leave days as possible.
Much better. No ambiguity here.

Example 2: A popular industry term, yes, but it alienates some readers
Merchants are willing to offer programs on a CPC, CPL or CPM basis on some networks.
Most marketers know what these industry acronyms stand for, but why rish alienating those who still struggle with this?
Example 2: Making it easier on the reader
Merchants are willing to offer programs on a cost per click, cost per lead or cost per impression basis on some networks.
Now there is no way a reader can trip up on acronyms. Everything is spelled out for them here.