In his book, “The Art of Writing Copy,” Marketing wiz H.G. Lewis said:
Tying two statements together with “and” adds flow and subtracts impact.
Here is an Example of what he means:
Which bullet point is stronger?
- In my line of work, every word counts, and I practice what I call “word economy.”
- In my line of work, every word counts. I practice what I call “word economy.”
Line one has flow, but the “and” dilutes the strength of both statements. Line two creates a momentary loss of flow, but retains the impact of the individual statements.
Maybe you’ll guffaw. Maybe you’ll think that a one-word, comma-versus-period change isn’t worth your thought or effort. But I challenge you to give it a try in your next marketing campaign, particularly if you are limited to a specific word count. Write your first draft, then, as Lewis recommends, “cold-bloodedly” remove the “ands” when they link two thoughts. Then read the statements out loud, considering the intent of the overall campaign.
Which are you after – flow, or impact?