Why this three-letter word causes copywriting controversies 18 January 2024
And.
It’s not a dirty word. But it can cause a reaction when it’s at the start of a sentence.
After more than 20 years of copywriting for businesses and other organisations, I understand the impact this one little word can have.
In copywriting there are certain questions that come up over and over again. The ‘and’ argument is one of them. It popped up again during a meeting to finalise copy I’d written for an events management company.
I used the word to add to the feeling of informality requested in the brief. A linking ‘and’ is also great for adding to the flow of content. But my client’s view was that this was breaking the rules.
An ‘and’ at the start is indeed about breaking, or at least bending the rules. It is about doing something different, contributing to the right copywriting tone of voice.
There’s a reason that so many big brands do it. But writing copy is the process of finding the right mix of what sounds good and what’s right for the organisation.
Both viewpoints have value.
Both depend on the context and character of the content and your overall copywriting strategy.
And that’s why this issue will always be a little bit controversial.
Written by Camilla Zajac
Camilla Zajac is an award-winning copywriter dedicated to uncovering what’s exciting and unique about organisations and empowering them to communicate that with impact. Learn more about copywriting services from Green Light Copywriting.
