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4. Resist the urge to be utterly grammatical.
If you find yourself becoming a fifth grade English teacher whenever you review copy, remember that catalog copy isn’t only about correct grammar—it’s about clarity, appeal and persuasion.
A good copywriter will use punctuation first to maximize clarity, second to enhance readability and only last to adhere to the basic rules of grammar. Don’t hamstring a copywriter by insisting on rigid punctuation and grammatical rules.
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