Hell, yes they do!
Regular writers – plain, old, vanilla writers – use flawless grammar.
But us copywriters are a different breed. We use words to our (or rather, our clients’) advantage. If that means we have to twist them and mangle them to get the right result, well, so be it.
Here are a few examples that would be impossible in a grammatically correct world:
- Got Milk?
- Think Different.
- Think Small. (old VW slogan)
- Ford. Go Further.
- Built Tough.
- A Diamond Is Forever.
Can the grammarian in you spot the errors? Good for you. I can, too. But I also know that it is a thousand times harder to write pithy slogans that stick, sometimes for generations, than to write grammatically.
Sloppy Writing Is Just Plain Sloppy Writing.
My blogs are rushed productions, written in between real work for paying clients. So I can be kinda sloppy with my own stuff. And I am both embarrassed and ashamed by it. However, I hope to be forgiven.
On the other hand, I would not expect to be forgiven if I made misspellings or verb mismatches on a corporate blog. Consumers who know better are often irritated by errors on websites. But they clearly recognize the difference between colloquial language and illiterate writing.
What This Means If You Are Looking For A Writer.
If you have a technical site that does not need selling power, then you may not need a copywriter. If your goal is simply to communicate lucidly and clearly, then hire a writer – a regular, grammatically correct writer. It will be cheaper for you in the long run because you will not be paying for skills you do not need. On the other hand, if you need to sell a brand, product, or service, you would be better off with an ungrammatical copywriter.