It’s easy with the speed of blogs, spell check, and online tools to dash out a quick post, a comment, or even a brochure that’s full of mistakes. Typos do happen, but sometimes a mistake can just make you look foolish (and hurt your credibility).

Here are ten of the most common English grammar mistakes and how to stop them before they stop you.

1. You’re/Your

Your refers to something that belongs to you. Use it to indicate possession of something, such as “your toothpaste” or “your shoes.”

You’re is a contraction of “you are”, a noun (you) and a verb (are).  It is usually followed by an adjective describing something about you or something you are doing, such as, “You’re tired,” or “You’re tall.”

2.  It’s/Its

It’s is a contraction of “it is,” use it to indicate an action or a description of something.  “It’s raining.”

Its indicates possession.  “The dog is chasing its tail.”  The tail belongs to the dog.

3.  Lose/Loose

Lose: indicates that something is missing.

Loose:  describes something that’s not restrained  (an animal that has gotten away, hair that has been taken out of a ponytail).

4.  Compliment/Complement

A compliment is a kind word or expression of admiration for something.  “Nice shoes”!

When one thing goes well with something else, they complement each other.  “That blue shirt complements your blue eyes.”

5. Affect/Effect

Generally, “affect” is a verb, while “effect” is a noun.

Affect changes what happens.  “The rising price of oil affects the price of food.”  Higher oil prices mean increased costs for fertilizer, storage, and transportation, so the price of food rises.

Effect is the result.  “The rising price of oil had an immediate effect on the price of food.”  The result of higher prices for oil is higher food costs.

It is also used to show the way one thing influences another.  “The effect of the new law banning smoking in public places has been to reduce the costs of health care.”

6.  Random Apostrophes

Use an apostrophe to indicate possession.  Examples are “Bob’s shoes” or “the cat’s toys.”

Don’t use them to make something plural!

7.  There/Their/They’re

“There” is a location.

“Their” is used for something that belongs to others (their house, their books).

“They’re” is a contraction of “they are.”

8. To/Too

“To” is a preposition.  “We’re going to the store.”

“Too” means also or in addition. ” I like chocolate too!”

“Two” is a number.  “My friend Bonnie has two kittens.”

9.  That/Which

This one messes me up sometimes, but I try to remember “that” is specific, and “which” is not.

That copy machine is broken.

Which machine isn’t working?

10.  Whose/Who’s

“Whose” is possessive.  “Whose bike is that”?

“Who’s” is a contraction.  “Who’s the guy riding that bike”?

Photo: ifindkarma

If you want to get better results from your marketing, you’ll need better copywriting.

Here are examples of five copywritihg techniques that will help your ads, emails, and web copy shine.

1. Write a great headline

• Use a number, such as 5 Steps to Building a Successful Business.
• Promise secrets or inside tips to succeeding at a difficult task:The Secrets of Making Money in Real Estate.
• Pose a question or make a bold statement that catches readers’ attention and delivers a benefit. Save 50% on Brand-Name Software!

2) Tell a story

Paint a picture with words. If you sell gourmet coffee, describe how Italians have prized it for centuries, and the way its dark and intensely satisfying aroma wafts through Roman coffeehouses.

3) Be specific

Use concrete details that will resonate with the people reading
your site.

For instance, instead of saying you help “small to medium
size businesses experiencing change…in search of ways to increase
the performance of employees and leadership”, say something like, “We
work with small software companies to establish clear employee career
paths and increase retention up to 45%.”

4) Speak directly to your readers

Say “you” or “your” instead of “they” or “our clients.” It’s more personal, and reinforces the idea that you understand your customers’ pain, and know how to stop it.  Or, address them based on something specific to your audience: ” An important message for women over 50.”

If it’s a letter or an email, you can even address them directly by name.

5) Use testimonials

Show how your customers have benefited from your products (the prestige, the money saved, the great haircut).

Here’s one I wrote for my hairdresser:

I have been going to Rossi Salon for over 20 years. It’s not near my apartment, but the few times I went elsewhere I deeply regretted it. The stylists at other salons seemed afraid to cut it.

After that, I realized that it’s worth the trip to Marie because I know that she’ll cut it properly, and it will look great. I can just wash and wear without any extra products, styling, or fussing.

It worked too.  The next time I went for a haircut, Marie mentioned that a new client mentioned that she booked an appointment after seeing my review.

Photo:  scfiasco