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.

Your shoe’s untied.