The many grammar rules of formal writing have been ingrained in us since our single digits. In first grade, we learned how to write complete sentences. Sentence fragments? Unheard of, and completely unacceptable. In fourth grade, we began to learn about essay writing. Contractions? Don't even think about it. In sixth grade, teachers helped us refine our writing voices. Slang? Not cool, dude.
One aspect of life and work is making way for less strict grammar rules, however. As marketing becomes more and more important for companies striving to grow their audience and sell products, marketing specialists must look to grammar as a method of connecting to their audience, specifically for younger generations. This involves being more lenient with the typically-taught grammar rules in order to appear more natural. Read on for some grammar rules that can, and often should, be ignored.
1. Sentence fragments.
As the general public's attention spans grow shorter, marketing must adapt to fit this. Because of this, marketing specialists should ignore the general rule of avoiding sentence fragments and embrace these whole-heartedly. Their marketing will appear more natural and conversational as a result.
2. Contractions
Even outside of marketing, contractions are starting to become more acceptable. Don't be afraid to fully commit to using contractions in marketing, because the alternative, not using contractions, can lead to awkwardness and make writing sound like a textbook. Consider the difference between "It's Halloween! Don't miss out on savings!" and "It is Halloween! Do not miss out on savings!"
3. Slang
The line between the acceptable and the unacceptable can be slightly blurred when it comes to slang. Incorporating slang into marketing requires a certain knowledge of how the target audience speaks, and a degree of reservation. Companies must be careful of not overusing slang and appearing false, exaggerated, or not genuine. However overall, slang can be a vital tool in appealing and relating to a younger audience effectively.