Copywriting Tips: It's Elementary
Please forgive the rant, but I've just about reached my limit.
Every day, I see an email or blog comment in which the writer has mixed up your and you're. Some writers even mix up to and too.
Seriously, I see "to bad" all the time. I usually assume it's just a typo. Then, I'll see the same writer make the same mistake again... and I can no longer avoid the astonishing conclusion that he actually doesn't know the difference! Weren't we taught the difference between to and too in about grade two?
If we want to make a positive impression, we should at least demonstrate an understanding of the rules taught in elementary school. So here are a few basic distinctions.
Your vs You're
Your is a possessive. I like your hat.
You're is the contracted form of You are.
You're going to love your new hat.
Whose vs Who's
Use whose when you're asking who owns something.
Whose hat is this?
Who's is the contracted from of Who is.
Who's coming to dinner?
There vs Their vs They're
Use there when you mean, "There it is. It's right there."
Their means it belongs to them. It's their house.
They're is a contraction of they are.
They're on their way. In fact, they're almost there.
Peak vs Peek vs Pique
Peak means the top of something, like a mountain's peak.
Peek means taking a quick look at.
Pique means to arouse (or to irritate or annoy).
Take a peek at the mountain peak. Does it pique your interest?
Complement vs Compliment
Complement means to go well with something.
Red wine complements steak.
Compliment means to say something nice.
When I said you'd gained weight, I meant it as a compliment.
To vs Too
Sorry, but I just can't bring myself to explain this one. Google it or something.
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For those who may not feel inclined to Google the difference between 'to' and 'too', even though they may not understand the grammatical logic of the two words, here's a basic summary:
The problem generally lies with 'too' - which is an adverb and acts as an 'intensifier'. It is the stressed form of 'to' but since the 16th century, we have been spelling it 'too' (until the 21st century it seems!)
So, when considering whether to use 'to' or 'too' think whether the word you are trying to use is doing any of these actions:
If it is, use 'too' (adverb):
1. describing something that is to a greater extent than is desirable, permissible or possible: 'too hungry', 'too large to fit'
2. colloquially it means extremely: 'you're too kind'
3. in addition: 'are they coming too?'
4. moreover: 'we must consider, too, what time she will arrive'
And remember these stressed forms:
'Too bad', 'too much', 'too right'
More:
effect vs. affect
an effect is the result of a cause, affect changes emotions (an emotional effect).
Except when you "effect change", or when there is a physical change ("the intense heat affected the crops"), or any number of other situations.
i.e. vs e.g.
Maybe we shouldn't expect people to understand Latin (I surely dont) but its not that hard to remember that i.e. is "that is to say" and e.g. is "for example".
mis vs miss
To miss, thus to miss use, yeah? No. misuse.
This one gets me every day.