I recently heard a story on a national radio program that began with this line: “There’s tales, there’s tall tales, and then there’s super-sized tales.” Too bad there’s no agreement between the subjects and verbs in that sentence.

I’ve noticed this error a lot lately. When using the word “there’s” - the contraction for “there is” - some writers are failing to consider the number of the subject that follows the singular verb “is.”

In the example above, “tales” is a plural subject, so it requires a plural verb; in this case, the word “are.” The contractions should be dropped and the sentence re-written this way: There are tales, there are tall tales, and then there are super-sized tales.

Contractions can help your writing sound more natural. Just remember to consider the number of the verb you’re contracting and the subject that follows it.

Accuracy is important when writing marketing copy. I’m not referring to the “truthfulness” of the statements a copywriter crafts when touting a product or service, though, certainly, all claims and information should be true. I’m referring to how certain types of sentences are constructed.

Accuracy is defined as “the condition or quality of being correct, precise or exact.” So, to be an accurate writer means avoiding what I call “cause & effect” sentences, those in which a claim in the sentence is dependent on the reader’s condition or response. Here’s an example of a very common type of cause & effect sentence:

“If you need a muffler, we have hundreds in stock.”

But what if I don’t need a muffler? Does the muffler inventory suddenly vanish? Of course not. That’s why that sentence is inaccurate. The availability of the large muffler inventory is not dependent on whether or not the reader needs a muffler.

The sentence could be re-written this way:

“Need a muffler? We have hundreds in stock.”

See? A very simple change that makes a nice difference. As you proof your copy, look for those inaccurate cause & effect sentences. If you find them, take the time to rework them. Your copy will improve with the effort.

When writing copy do you ever find yourself torn between the words less and fewer? If so, you’re not alone. Here are two examples of how copywriters made the wrong choice.

1) A TV spot that’s airing in our market these days is urging the renewal of a local school levy. It reminds us that if the levy doesn’t pass kids will have “less classroom programs.”

2) A few years back a billboard for a local radio station touted that the station played “less commercials and more music.”

In both cases, the word less should be replaced with the word fewer.

There’s an easy way to remember when to use each word. If you can count the subject - 15 classroom programs or 8 commercials per hour - use the word fewer. If you can’t count the subject - air, water, pride - use the word less. You can count fewer. You can’t count less.

Here’s a more detailed explanation.

I just finished a 30-minute phone call with one of my BusinessVoice clients. She’s the Marketing Director for a large multi-location company, and she asked me to call to provide input on a re-branding effort upper management is considering. In the course of the conversation she revealed new information to me - a key difference between her company and its primary competitor. This difference is such an obvious advantage for our client and, yet, the company has resisted making it the single focus of its marketing…to my contact’s dismay.

It got me thinking: how many other companies are not capitalizing on the specific differences that could help them stand out in the marketplace? How many companies even know what those differences are? These are important questions to consider if you’re involved with your company’s marketing.

Here’s the copywriting angle: Whether you’re writing for broadcast, print, outdoor or online, resist any temptation to “sell it” how everyone else does. Instead, emphasize what’s different about your product, especially if your company is in the middle of a crowded vertical market. When you do you’ll give prospective customers real reasons to do business with you.