My Advice on Grammar: Whatever Works

Posted by Owen Matson, Ph.D. on March 29

Instead of using grammar "as rules" for proper usage, we need to use grammar as tools for effective impact.

Grammar Rules are Tools.

That’s right, when it comes to grammar, the rules are tools.  Don't think of them as bureaucratic regulations designed to get in your way, and don't think of the chance to bend them as a special treat. Instead, think of them as a collection of techniques that are likely to have the desired effect on your readers.

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Topics: Brand, B2B Content, B2B Brand Writing, Grammar

The Grammar of Brand Writing: Effective Branding and the Myth of Proper Grammar

Posted by Owen Matson, Ph.D. on March 27

Effective Marketing is Effective Writing. But what is effective writing? 

Wait, one second, let me get my Mark Twain on: Now there ain't a rule in this here language what can't be broke. The so-called rules of English grammar and style were not spoken by a burning bush; they're just guidelines about what's likely to be effective. If you learn to treat them that way, you'll live a happier life.

Effective writing comes down to 3 simple steps:

  1. Figure out where your audience is now.
  2. Figure out where you want your audience to end up.
  3. Take them from one to the other.

If you can pull it off, anything goes.

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Topics: Content, Content Strategy, Writing, Content Writing, B2B Brand Writing, Grammar, Style, Brand Voice

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