Break the Rules to Write like a Pro
As someone who has written both technical manuals and villanelles, I’ve always had a love-hate relationship with grammar rules. On one hand, I appreciate the structure and clarity they provide. (Hint: I scored 99% as my final grade in college-level advanced grammar.) On the other hand, I know that breaking these rules can feel more authentic and powerful, both to me and my reader.
Rule #1: Conjunctions
Walk like a conjunction. This moon creates one between two mountains. Photo by Matteo Piscioneri on Unsplash
One “rule” that I particularly enjoy breaking is the one that says I can’t start a sentence with a conjunction like “and,” “but,” or “because.” Why? Because in real life, that’s often how we speak.
Copywriting should be conversational—from one person to another. Because complexity is overrated and underperforming. And conjunctions naturally stand out.
Think about it. When you’re having a conversation with a friend or colleague, you don’t always speak in perfectly crafted, complete sentences. You might start a sentence with “And” to build on a previous thought or “But” to introduce a contrasting idea. You might even use “Because” to provide a quick explanation or justification.
So why should marketing communication be any different?
By starting sentences with conjunctions, we can infuse our writing with a sense of rhythm and flow that mirrors natural speech patterns. We can create a sense of immediacy and connection with our readers, making them feel like they’re engaging in a conversation rather than reading a formal document.
Of course, like any writing technique, this one should be used carefully. Starting every sentence with a conjunction can quickly become gimmicky or distracting. But used sparingly and intentionally, it can be a powerful tool for adding personality and authenticity to your writing.
Conjunction as a feature function
For example, let’s say you’re writing about a new product feature. You might say: Our latest update includes advanced analytics dashboards. But we didn’t stop there.
Or maybe you’re addressing a common customer pain point: Manual data entry can be time-consuming and error-prone. And that’s why we’ve automated the process.
In both cases, the conjunction serves to create a sense of continuity and emphasis, drawing the reader’s attention to the key point you want to make.
Don’t ignore the guilt
I admit it; Grammarly makes it easy for me to correct every wrong. I feel a twinge of guilt when I press that “Dismiss” button. But I know that it’s for a good cause, finding the hidden gems that make writing my craft.
So the next time you find yourself writing for your brand—whether it’s a blog post, a social media update, or an email to your customers—don’t be afraid to embrace your inner rebel. Start a sentence with “And,” “But,” or “Because,” and see how it can help you create writing that feels more authentic and engaging.
I’m not saying you’re wrong, Grammarly; the goal isn’t to abandon grammar rules altogether. It’s to know when and how to bend them in service of more effective communication.
Because at the end of the day, that’s what great writing is all about.
