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'Anorexia just took hold of me'Edinburgh Evening News, UK - 1 hour agoIn desperation, Gordon began to seek out alternative treatments and eventually Hannah agreed to visit a neuro-linguistic programming (NLP) therapist in ...'Anorexia ju
American Chronicle, CA -There is a useful model used in NLP (Neuro-Linguistic Programming) that teaches the stages involved in moving from &quot;Not Knowing X At All&quot; to &quot;Knowing X So ...<br/><br/>::
Celebrity accents: It's all very tongue-in-chic (1/4&amp;#12506;&amp;#12540;&amp;#12472;)MSN&amp;#29987;&amp;#32076;&amp;#12491;&amp;#12517;&amp;#12540;&amp;#12473;, Japan - 1 hour agoCommunication experts say some accent changes are nor
Slate -To be a livingA or nativeA language, people must use it as a primary means of communication. For almost 2000 years Hebrew was extinct, but Jews around the ...<br/><br/>::
Stand Up and Be Heard!Ballard Communications Management (Press Releases), UK - 13 hours agoHe is also master practitioner and certified trainer of NLP (Neuro Linguistic Programming) and is a member of both the British and American Board
Nova Scotia Business Journal, Canada -All have used the amazing power of NLP A neuro linguistic programming, and now you can, too. The processes and techniques that separate the great from the ...<br/><br/>::
Making Change: Hard Or Easy?American Chronicle, CA - Jan 24, 2008There is a useful model used in NLP (Neuro-Linguistic Programming) that teaches the stages involved in moving from &amp;quot;Not Knowing X At All&amp;quot; to &amp;quot;Kn
Ellsworth American, ME -Trained in Hypnosis and Neuro Linguistic Programming (NLP), Tucker specializes in helping people change behavior patterns, including stopping smoking and ...<br/><br/>::
Fast Search &amp;amp; Transfer ASA Selects Informatica's PowerCenter To ...RTT News, NY - 7 hours agoIn addition, FAST has developed a PowerCenter adapter to capture extracted metadata in AIW using linguistic analysis techniques. ...Bewa
Huffington Post, NY -... in news reports is that it tends to obscure facts in an impenetrable linguistic fog. Alan Greenspan, a recent master of this form of non-communication, ...<br/><br/>::
Triangle's Taste TestBeaumont Journal, USA - 6 hours agoShe has a bachelor of arts from the University of Georgia in linguistics and language, bachelor's and master's degrees in hotel and restaurant management ...Baltimore independent
WMU News, MI -... of linguistics and languages and serves as director of the English Language Center and co-director of the Center for Language Education and Research. ...<br/><br/>::
Two ODU professors honored by Va. higher-ed councilThe Virginian-Pilot, VA - Jan 28, 2008... given by the State Council of Higher Education for Virginia. Bridget Anderson, an assistant professor of English and linguistics, was named the
Business Wire (press release), CA -The Political Matrix of Linguistic Ideologies: Mary McGroarty (Northern Arizona University) 9. Educational Linguistics and Education Systems: Joseph Lo ...<br/><br/>::
Events &amp;amp; AnnouncementsNova Scotia Business Journal, Canada - 25 minutes agoAll have used the amazing power of NLP A neuro linguistic programming, and now you can, too. The processes and techniques that separate the great from the
Ellsworth American, ME -Trained in Hypnosis and Neuro Linguistic Programming (NLP), Tucker specializes in helping people change behavior patterns, including stopping smoking and ...<br/><br/>::
'Canadian' used as a racial slur, linguist saysSault Star, Canada - 7 hours agoStefan Dollinger, editor-in-chief of &amp;quot;Dictionary of Canadianisms on Historical Principles,'' says the term has its roots in the word &amp;quot;Canuck
Olberlin, KS -... a linguist and professor emeritus at the University of Alaska Fairbanks who collaborated with her. Jones helped Krauss compile an Eyak dictionary and ...<br/><br/>::
Events &amp;amp; AnnouncementsNova Scotia Business Journal, Canada - 23 hours agoAll have used the amazing power of NLP A neuro linguistic programming, and now you can, too. The processes and techniques that separate the great from the .
YourHub.com, CO -The class will help improve the communication and business skills of these entrepreneurs. It is designed to address the linguistic needs of immigrants who ...<br/><br/>::
Baltimore independent music on the riseRetriever, MD - 8 hours agoElke KW, the drummer and a recent UMBC graduate in linguistics studies, provides the groupA s rhythmic core; like a modern-day Danny Taylor, she provides a ...Interpreter R
Prensa Latina, Cuba -In those fields and other specialties like psychology, economic negotiations and linguistics, we could beneficial exchanges, Josyainov told Prensa Latina. ...<br/><br/>::
How Do You Learn a Dead Language?Slate - 2 hours agoTo be a livingA or nativeA language, people must use it as a primary means of communication. For almost 2000 years Hebrew was extinct, but Jews around the ...Serving God and Music?Huffington Post,
Sunday Business Post, Ireland -The religious and linguistic patchwork of hamlets around Davos reveals just how cut off these people were from each other over centuries. ...<br/><br/>::
Wanted: English speakers with fluency in sarcasmGuardian Unlimited, UK - 47 minutes agoBut the question is being tossed out to a bunch of young people who do need to come up with an answer to this, indeed to any linguistic riddle thrown
Sunday Times.lk, Sri Lanka -They are harming our inter-religious, intra-cultural and intra-linguistic equation. Come to think of it they have challenged our ethos. ...<br/><br/>::
How Do You Learn a Dead Language?Slate - 2 hours agoIdeally, the grammar book and dictionary would spell out the sounds of the vowels (and tone, if there is any). If there isn't good documentation, linguists ...Improve Your Vocabulary by Playing
Sky Valley Journal, USA -... a linguist and professor emeritus at the University of Alaska Fairbanks who collaborated with her. Jones helped Krauss compile an Eyak dictionary and ...<br/><br/>::
Gibler family ties to Fort Laurens date before 1825New Philadelphia Times Reporter, OH - 34 minutes agoA A man of more than ordinary education, he was a fluent linguist and spoke English and German with equal accuracy.A Gibler died Aug.
Animation Insider, NY -... Chinese into each story; Ni Hao, Kai-lan uses targeted emotions and researched linguistics as an introduction to Chinese culture, and vise versa. ...<br/><br/>::
Johann Hari: Beware the internet's looming class divideIndependent, UK - 26 minutes agoIn time, it made popular nationalism possible, because linguistic communities could communicate with each other independently, in one language, ...Sa
OpEdNews, PA -... sign language permitted conversation across tribal and linguistic boundaries. The awesome power of language, the wondrous gift of communication, ...<br/><br/>::
Draft Political Resolution For 19th Party Congress, March 29 to ...People's Democracy - 4 hours agoThe problem of global warming or climate change has now assumed crisis proportions. According to the latest report of the Intergovernmental Panel o
Telegraph.co.uk, United Kingdom -My concern is that, despite a number of linguistic errors, someone might respond and suffer the consequences. I received a letter today from Madrid ...<br/><br/>::
Two-Day Festival in Florida to Honour Miss LouGovernment of Jamaica, Jamaica Information Service, Jamaica - 22 hours ago... which will address language, empowerment and identity, education, the impact of the culture on the Caribbean Di
Washington University Record, MO -By Shula Neuman It wasn't until Michele Boldrin was 24 and had already dabbled in law and linguistics that he realized it was economics that intrigued him ...<br/><br/>::
New curriculum boosts Sundanese studiesJakarta Post, Indonesia - 7 hours agoThis is evident in the Sundanese dictionary by Raden Alla Danadibrata, which was sponsored by Bandung's Padjadjaran University sponsored and launched in ...Austr
Seattle Times, United States -With Ms. Jones' help, Krauss compiled a complete Eyak dictionary and grammar. She wanted a written record so that future generations would have a chance of ...<br/><br/>::
New curriculum boosts Sundanese studiesJakarta Post, Indonesia - 7 hours agoUnlike his colleagues, Hadi has applied a method of two-way communication in his language classes to make Sundanese easier for students to understand. ...Learni
Arizona State University, Tempe -What should special education look like in schools where multiple cultural perspectives and linguistic backgrounds are prevalent? ...<br/><br/>::
Why politics of Mayawati and Modi poses a threat to IndiaSunday Times.lk, Sri Lanka - 18 hours agoThey are harming our inter-religious, intra-cultural and intra-linguistic equation. Come to think of it they have challenged our ethos. ...
Dar Al-Hayat, Lebanon -The problem is that the Maghreb Union was not equally fast in comprehending the priorities and challenges of the time. But that is fine; European advice is ...<br/><br/>::
Was Kivuitu pressurised to do anything?Daily Nation, Kenya - Jan 25, 2008That it reaches us through the Press is the problem. For the term A the PressA is clearly a misnomer for journalists. In the pre-computer days, ...GIFT OF THE GABCal
CJAD, Canada -&quot;The problem is that in some areas off-island when the English-speaking community is one to 3 per cent it is a daunting challenge to respond to those needs. ...<br/><br/>::
Events &amp;amp; AnnouncementsNova Scotia Business Journal, Canada - Jan 25, 2008All have used the amazing power of NLP A neuro linguistic programming, and now you can, too. The processes and techniques that separate the great from the .
Nova Scotia Business Journal, Canada -All have used the amazing power of NLP A neuro linguistic programming, and now you can, too. The processes and techniques that separate the great from the ...<br/><br/>::
Why politics of Mayawati and Modi poses a threat to IndiaSunday Times.lk, Sri Lanka - 7 minutes agoThey are harming our inter-religious, intra-cultural and intra-linguistic equation. Come to think of it they have challenged our ethos. ..
Daily Democrat, CA -Some today might wish for a &quot;world without Islam&quot; in which these problems presumably had never come to be. But, in truth, the conflicts, rivalries, ...<br/><br/>::
Michael Gerson: Want to stop the language from changing? UR 2l8 (:P)Minneapolis Star Tribune (subscription), MN - 1 hour agoAnd as an opponent of most linguistic innovations since the King James Bible was first printed, I was initially i
Washington Post, United States -And as an opponent of most linguistic innovations since the King James Bible was first printed, I was initially inclined to agree. But the (admittedly thin) ...<br/><br/>::

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Use Grammar As A Marketing Weapon
By Neil Sagebiel, Mon Jan 2nd

If you're like me, you're not writing that ad, Web page, orradio script to make your English teacher proud. You're writingto sell.

If you get an "A" while you're at it, great. But don't count onit. To get prospects to click, call, or buy, you'll need to takesome liberties with the English language.

As direct-response legend Herschell Gordon Lewis so aptly said,"Grammar is our weapon, not our god."

Although copywriting requires a different approach than Strunkand White would advocate, don't burn your grammar books justyet. It's important to know the rules before you break them.

Following are some rules to keep and some rules to bend orbreak. But first an important principle.

Clarity

Next time you face a grammar grappler, ask yourself thisquestion: Which word construction will be clearer to theprospect or customer?

Clarity comes first because it's the prescription for fastcomprehension. Copywriting that blurs meaning (which sometimesincludes grammatically perfect writing) slows reading andjeopardizes interest -- and sales.

WARNING: This isn't license to play havoc with the Englishlanguage. Literacy must prevail. Following are some rules tokeep.

Rules to Keep

Subject and verb agreement. Whether you're writing aninfomercial or War and Peace, singular subjects takesingular verbs and plural subjects take plural verbs. Always. Asimple rule, execution is sometimes problematic. The key is toclearly identify the subject of the sentence.

The active voice. If you want your copywriting to havemaximum punch, use the active voice at every opportunity. Activevoice: I wrote the sentence. Passive voice: The sentence waswritten by me.

Use of Modifiers. Modifiers can cause a variety ofproblems. There are the questions of which and how manymodifiers to use. Again, let clarity be your guide. Also, poorplacement of modifiers results in confusion, your enemy. To makecomprehension easy, put modifiers near the words they'remodifying.

Rules

to Bend or Break

The Adventures of Huckleberry Finn by Mark Twain usheredin a new era in American literature. One of the main reasons wasTwain's use of vernacular. He wrote the way people talked, adeparture from the stiff, formal English common during theVictorian period.

For copywriters, writing the way people talk is absolutelyessential.

Why? Because copy that is friendly, informal and conversationalstands a better chance of getting prospects to click, call orbuy. Which is exactly why sacrificing the following conventionscan be in the copywriter's best interest.

Ending sentences with a preposition. To some a no-no,ending a sentence with a preposition can warm up yourcopywriting. Which sounds friendlier to you: "Here is theinformation you requested" or "Here is the information you askedfor"?

Beginning sentences with a conjunction. Beginningsentences with conjunctions (and, or, but, nor) is more common,even in journalism. Not only is it the way people talk, it canshorten sentence length, a plus in delivering sales messages.

Other informal devices. Use contractions to warm up yourmessage. Also, use sentence fragments. Not only do they shortenaverage sentence length, they add rhythm. And drama.

Punctuation. Use punctuation to your selling advantage.I'm inclined to use more dashes and an occasional exclamationpoint and ellipsis to add drama and excitement to the salesmessage. Commas can be pretty subjective, so I have a tendencyto use the minimum amount to keep readers moving through thecopy as quickly as possible.

Parting Reminder

Keep that grammar book, stylebook, and other writer'sreferences nearby. You're still going to need them.

But don't let grammar be your god, or your next marketingcommunication could be a giant sales flop.

(c) 2005 Neil Sagebiel

About the author:Neil Sagebiel is a veteran copywriter who has served clientssuch as Microsoft, The Seattle Times, Lucent Technologies, Marchof Dimes, Airborne Express and Unisys. To sign up for his FREEexpert tips to help you write better and sell more, visithttp://www.neilsagebiel.com.