"A good style should show no warning signs of effort. What is written should seem a cheerful accident." W. Somerset Maugham
The a key point with this quote could be the word ?seem? which means that those ?happy accidents? are thoroughly prepared. Inaccurate spelling here, a missed punctuation mark there ? and things can turn into a ?serious? as well as ?fatal? accident to your copy. I?m not planning to point out that WHAT you write is less important than HOW you undertake it, but repeated stylistic mistakes can divert all of your prospects, unless they are completely illiterate themselves or blind (the most recent survey showed they weren?t).
Tame your thing before it starts ?biting? your revenue. Enhance your copy in 10 simple actions:
1. Ampersand (&)
Though ?and? and ?&? mean a similar thing, you shouldn?t abuse the latter. Follow the rule: the ampersand sign is used for trade names and radio station frequencies.
* Dolce & Gabanna * JSM Radio 93.2 & 108.1 FM, 1005 & 1284 AM * Franny and Zooey by JD Salinger
2. Contact Details
Be precise. Such introductions as "Bond. James Bond" ran out of fashion about 30 years ago. Scrupulous users would like to know where exactly they can find your amazing products, services or whatever you offer them. So, disclose all these step-by-step:
* Name; * Postal address (addressee?s name, company, building name, number and street name, town, country and postcode). Separate it by starting a brand new line or by placing a comma; * Telephone number (dialing codes are given in a block, without brackets); * Fax number; * Email; * Website (supply the shortest URL possible and make sure it functions by loading it in the web browser. Omit ?www? in unclickable URLs but put it to use in links)
3. Foreign Words and Characters
If a thing or phrase aren?t generally accepted inside language, you should use italics. ?Generally accepted? means they have got be a part of English. Consult with the dictionary, if needed. Make sure foreign symbols are identified correctly: readers are unlikely to guess that ?aa,ii eona oi?ioi? stands for:
* clientele (this French word is now a part of the English language) * si vales bene est ego valeo (a Latin phrase)
Apart from foreign words, italics are used for titles of TV and radio programs, books, albums or songs, plays, paintings, newspapers, magazines etc (yes, that is certainly etc, not etc). Italicize ?the? if it's about the masthead:
* The Economist * Monet?s Poppies Blooming * Eminem?s Encore
The most crucial thing with lists would be to keep parallelism. Don?t jump in one grammatic structure to another, for example, don?t write like this
To make finger-licking cookies we require:
* 2 tbs cinnamon * 0.5 kg sugar * 1 cup flour * to incorporate 4 eggs * to heat the oven * kneading dough
Even if the grandma had known of the delicious meal from Queen of England, that?s a fat chance your prospects appreciate the recipe: it looks absolutely illiterate.
* Instead, write:
To make finger-licking cookies we require:
* 2 tbs cinnamon * 0.5 kg sugar * 1 cup flour * 4 eggs * a well-heated oven * kneaded dough
Or just list all ingredients followed by describe the cooking process: "Heat the oven well. Knead the dough."
Write what they are called of currencies in lower case, adding two digits following the symbol if it isn?t round:
* 300.75 pounds * 50 dollars
Hold down Ctrl+Alt+E to insert the euro symbol in Word. If you mention sums of million and billion during the entire text, it is advisable to abbreviate them, without leaving a place:
* $34 billion ? $34bn
Basically numbers from one to nine are developed in words, in addition to any numbers put at the outset of a sentence and approximate ones. Don?t forget about the comma in numbers from 1,000 upwards:
* Three Men in a very Boat was published in 1889. * Today the business?s turnover equals to $500,000 yearly. * Usually we eat little for dessert ? about four website or five chocolate bars and coffee with cream.
If you use the 12-hour clock, the hour and minutes are separated by way of a full stop. As ?am? and ?pm? make reference to ?before noon? and ?afternoon?, it is useless to publish ?12am?. Have the 24-hour clock? Separate the amount of time and minutes by a colon:
* 22:45 * 7am * 12midnight, or perhaps midnight * between 8am and 14pm.
9. Titles and Honors
When a widely respected person is mentioned initially, you ought to give his/her title in full. Starting from the other amount of time in text, you can write just a shortened version:
* His Majesty King Lear ? The King
10. Weight and Measures
Make sure you're considering the right ? upper or lower ? case:
* MHz (megahertz) * MB (megabyte) * km (kilometer)
Don?t overuse imperial measurements, giving more preference to standardized metric or otherwise giving the equivalent in brackets:
* 22kg (48.502 pounds)
Summing up every one of the above? You know, sometimes the main difference between literacy and tedium is incredibly subtle, so whatever you have just read in this guideline, try to keep it within your own styleArticle Source: custom paper