Here’s a common word usage error that can throw a huge stop sign in the middle of your real estate marketing message: the use of “perspective” when you mean “prospective.” Just to clarify… Perspective is a noun with a Latin root meaning “look through” or “perceive,” and all the meanings of perspective have something to […]
Don’t put your trust in grammar checker
Grammar checker can lead you far astray… One day not long ago I was working on a new letter set. This one was for prospecting to tenants. I was writing about how house payments can now sometimes be less than rent payments for comparable housing. In the call to action, I wrote an invitation to call, and […]
Grammar and Word Choice in Marketing – Should you say advice or advise?
Misuse of the words advice and advise is rampant in blogs and blog comments – even on static web pages. And that shouldn’t be so… at least not if the writer paid attention in grammar school. If you know the difference between nouns and verbs, choosing between advise and advice is pretty simple. Advice is […]
Clarity in real estate marketing: Watch your apostrophes
Real estate marketing messages need to be free of distractions, right? Right. Your goal is to have readers absorb your message – not get hung up on the individual words. In past blog posts I’ve harped about misused words, the use of abbreviations and initials that confuse readers, and the need to proofread multiple times […]
Word Usage Errors That Can Stop Readers in Their Tracks
I, myself, and me: Word Usage Errors That Can Stop Readers in Their Tracks Not long ago, an email arrived with a message with such glaring errors that made me stop and look at the words instead of the message. When that happens with your prospects, it means you’ve lost them. They will no longer “hear” […]
Good Manners and Good Grammar DO Count in real estate marketing
Do you want to lose a potential client because your blog posts show you have bad manners? Do you want to lose a potential client because your blog posts show you don’t know the basic rules of grammar? I didn’t think so. I’m being picky again… Sorry, but I do think a potential client might […]
Real Estate Marketing Grammar: Are you someone or something?
News flash! The grammar checker on Word is often WRONG. The grammar checker in my Word program is notorious for telling me to use atrocious grammar. It always wants me to use a plural verb with a singular noun and vice versa. I keep muttering “Who programmed this? They don’t even know basic grammar.” One […]
Using the “Wrong Word” in real estate marketing materials hurts in two ways…
Using the wrong word in your real estate marketing materials hurts you in two ways. First, it detracts from your message. Your readers can be going merrily along, absorbing your marketing message and even agreeing with you. Then all of a sudden, there’s a word that doesn’t belong. It doesn’t fit. It doesn’t make sense […]
Do You sell historic homes or historical homes?
My first impulse would be to say “historic,” because for some reason it just sounds right. But… unless you’ve gotten very lucky, it’s not right. I wasn’t sure, so I went to Grammar Girl and looked it up. It turns out that the word “historic” refers only to events (and perhaps places) of significance in […]
Are YOU making this jarring grammar mistake with the word “myself?”
Aaarrrgg! I just saw it again, and this time in an invitation written by a copywriter! She said “Please join myself and (name) for a free seminar…” No, no, no! “Myself”is not a subject word and it’s not an object word. Myself is a reflexive pronoun, which means you ONLY use it when you’re referring […]