A post by well-respected copywriter, Paul Hassing, hits the target with this post about the importance of words for business writers.
Enjoy Paul’s unique style and check out more of his posts at practicalcopywritingtips.wordpress.com
I was once asked to settle a family debate.
She said you stew apples to create the dish Stewed apple.
He said you stew apples to create … stewed apples.
This is what Isaid:
I’m honoured you’ve consulted me.
In most cases, Stewedapple would be seen as generic.
In literal terms, very few would stew just one apple.
Stewedapples, however, lays it out explicitly. There’s definitely more than one apple involved.
If you stew multiple apples but refer to the result in the singular, some readers may pause to consider a possible disconnect.
This is dangerous, as they’ll be distracted from your message.
If you use multiple apples and say stewedapples, there’s no conflict and therefore no distraction.
If, however, for some reason, you stew just one apple, stewedapple is bang on the…
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