Grammar in Advertising: When to Bend the Rules, According to Justin Oberman

In a recent LinkedIn post, Justin Oberman dives into the nuanced importance of grammar in content and advertising, questioning traditional approaches and advocating for a more strategic application of linguistic rules. Oberman suggests that while meticulous grammar is often prioritized, its role can be secondary to the primary goal of effective communication.

The Pragmatic Approach to Copywriting

Oberman challenges the notion that perfect grammar should always be the immediate focus in advertising and content creation. He observes that many professional copywriters intentionally delay in-depth grammar checks until later stages, a practice that can frustrate colleagues like art directors but is rooted in a deeper understanding of communication effectiveness. Oberman posits that the drive behind this approach isn’t mere laziness but a recognition that rigorous adherence to syntax can sometimes hinder, rather than help, clear messaging.

“We don’t just do this because we’re lazy. We do it because ‘syntax is no substitute for great communication.'”

As Justin Oberman notes, the ultimate measure of success for advertising copy is not its grammatical perfection but its ability to resonate with the intended audience. He uses a series of intentionally flawed sentences to illustrate his point, highlighting that while they might displease an English teacher, they can still serve the purpose of getting a message across to a general audience. Oberman emphasizes that advertising copy is written for people, not for academic scrutiny.

Distinguishing Communication from Errors

While advocating for flexibility with certain grammatical conventions, Justin Oberman draws a firm line at genuine mistakes. He makes a clear distinction between stylistic choices that prioritize communication and outright errors such as typos, spelling mistakes, and misplaced punctuation. Oberman argues that these latter issues should be strictly avoided in final published content.

“None of what I mentioned above excuses typos, spelling errors, and misplaced punctuation (except for the emails on your phone, of course). Sure, they may come up in drafts. And can fix those later. But letting them ‘go to print’ or publishing them should be avoided 110%.”

To combat these critical errors, Oberman recommends a robust proofreading process. He suggests that having at least two individuals review copy before publication is essential. Alternatively, he proposes leveraging tools like Grammarly or AI-powered solutions to catch these mistakes. This dual approach—strategic flexibility with rules and stringent avoidance of errors—forms the core of his advice.

The Human Element in Digital Content

In a unique turn, Oberman touches upon the evolving landscape of AI and human interaction in content creation. He humorously suggests intentionally introducing minor typos into social media posts (but not advertisements) to signal authenticity and humanity to readers. This adds another layer to his argument, suggesting that sometimes, slight imperfections can enhance connection in the digital space.

Ultimately, Justin Oberman concludes that effective content strategy involves a pragmatic understanding of grammar. His advice boils down to a simple, actionable principle:

• Ignore the rules that can be ignored without compromising the message.
• Fix the rules that cannot be ignored and would detract from or confuse the communication.

He wraps up his post with a lighthearted nod to Nutella, encouraging creators to “Spread the Happy,” reinforcing the idea that positive and effective communication should be the ultimate goal.