Dear Reader, I started a sentence with ‘And’.

Reed Words via Ace Jet 170

The Q: There seems to be One Great Question of Copywriting. One question that comes up more often than any other. It’s not, as you might expect, a grand question about the role of language in brands, or how different stylistic techniques generate varying responses. It’s a very specific detail question. ‘Is it okay,’ people ask with extraordinary frequency, ‘to begin a sentence with And?’

The A: The answer to this One Great Question is simple: ‘Yes’. But over the years, I’ve learnt that this is simply not enough. ‘Really?‘ people say, almost without fail. ‘Are you sure?’ There is much talk of long-lost English teachers; of upholding traditional standards of grammar (even though this isn’t one). So to put everyone’s mind at rest, I’ve assembled this collection of expert opinion on the point. Hopefully, it should convince even the toughest sceptic. And we can move onto some other questions instead.

Or.. to paraphrase a good friend of mine, “Jane Austen does it! If Jane Austen does it, it’s okay!” (Thanks, Issy)

First published at tumblr Proof (v.)


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