There are plenty of high-achievers and successful professionals who have poor grammar. It’s not for a lack of smarts.
However, prospective clients often don’t see it that way. When they find a grammar goof in your marketing materials, sometimes that’s all the reason they need to go someplace else for their real estate services
When it comes to marketing materials, your first goal should always be to engage your target audience, put them at ease and write in a way that makes them want to keep reading. Marketing materials that are too formal and grammar-restrictive are just plain boring. But you don’t want to do anything that will embarrass you or your business.
The biggest stumbling block for non-professional writers (and even professionals) is that there are a number of different interpretations of the grammar rules. The so-called “laws of grammar” would never hold up in court. More conventions than rigid rules, they change with the times, are different in academic and professional environments, are always being updated, and are much debated among individual writers. The truth is, much of the English language is open to interpretation (“style” it’s called). Yet, every stylebook differs somewhat. Even more confounding: Most large companies have their own proprietary stylebooks.
The best strategy is to choose a style (based on a respected style guide) and use it uniformly and consistently. Consistency is the key. Most professional marketing writers use the same style guide that newspapers use (the Associated Press Stylebook), combined with a personal style guide they’ve compiled on their own.
Included below are suggestions you can use to resolve some of the more common grammar goofs.
Use single spaces between sentences
The practice of putting two spaces between sentences is a carryover from the days of typewriters and their monospaced typefaces. Including two spaces made it easier to see where one sentence ended and the next began. Computers – as well as modern-day typewriters – use proportionally spaced fonts, so only one space is required today.