Language and Style

1
Language and Style

• Concise but conversational writing is used in
  promotional sites
• A.P. writing guidelines (Associated Press) are
  used for journalism and ezines.

2
How to Use Conversational Language

• Be honest, credible, and conversational.
  Contractions and well-placed fragments can help
  language flow naturally. You can also end
  sentences with prepositions and begin them with
  conjunctions. For exampleHow many people are
  you planning for? (sentence ending in
  preposition)The cleaning kit includes three
  whisks. And you can order more if needed.
  (sentence beginning in conjunction). Theyre
  on sale now. (contraction instead of they
  are)One sale now. (fragment)

3
Use Direct, Concise, Specific Language

• Effective web copy gets straight to the point
  with specific, crisp language

4
Use the Prospective Customers Language

• Companies are usually entrenched in their own
  language and needs, and have trouble putting the
  customer first.
• Avoid technical jargon that the intended audience
  would probably not understand, and refrain from
  patting your company on the back with phrases
  such as we take pride in and our award-winning
  staff. Instead, let your prospects know how you
  will benefit them.

5
Use You

• Rather than focusing on us or using third
  person, use you.

6
How To Avoid Sexist Language

• Find alternatives to words that end in man or
  men (example chairman chairperson), and
  manage pronouns
• When possible, use plural pronouns and plural
  antecedents.Singular A doctor will make his
  prescription.Plural Doctors will make their
  prescriptions.
• When plurals are not possible, alternate between
  the masculine and plural pronouns (he and she,
  him and her, his and her, etc.)

7

• See the Words to Avoid Sheet