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It’s also easily avoided by thinking through what you’re trying to say.

Check out these two examples from Tom Sant’s book Persuasive Business Proposals: Hmmm…“Their” is a plural possessive pronoun, as in “their bags” or “their opinions.” Always do the “that’s ours!” test—are you talking about more than one person and something that they possess? To this day I have to pause and mentally sort this one out in order to get it right.One thing blogging and good copywriting share is a conversational style, and that means it’s fine to fracture the occasional rule of proper grammar in order to communicate effectively.Both bloggers and copywriters routinely end sentences with prepositions, dangle a modifier in a purely technical sense, or make liberal use of the ellipsis when an EM dash is the correct choice—all in order to write in the way people actually speak.

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