Almost as much as espresso
I use ellipses like vanilla syrup in my lattes.
And sometimes just dumped haphazardly…
Because what’s life without a sweet treat? (Nothing but sour-grape-sad coffee. Trust me.)
I love ellipses so much I dedicated a whole chapter in my book to those punctuation marks.
But ellipses can be difficult to understand (is it ellipsis or ellipses) and difficult to use (quotation omission or trailing thought).
Some grammar geeks call ellipses suspension points. Hint: It has nothing to do with car parts and everything to do with creating suspense in your copy.
Copywriters are notorious (B.I.G.) for using these punctuation marks as transitions to create that suspense and keep readers reading. They catch a lot of heat about this punctuation mark too because they tend to overuse it.
But there’s more than one way to create suspense in your copy, so readers keep reading, besides using ellipses as transitions.
And that’s through delayed transitions.
Instead of using an ellipsis at the end of a one-sentence paragraph, use a period.
And start the next paragraph with a connecting phrase like “and”, “but”, and “so.”
“You want to learn how to use copy editing to make your copywriting more compelling, so you read my emails and pay attention to my tips because they make you a stronger copywriter.”
“You want to learn how to use copy editing to make your copywriting more compelling.
So you read my emails.
And implement my tips. Because they make you a stronger copywriter.”
These delayed transitions help create cohesive sentences that hand-holds readers from one thought to the next.
And they strengthen your copy because…
- They make it easier to start the next thought process.
- They help make your copy less predictable, which maintains interest.
- They allow for shorter sentences. Which helps you build momentum and keep your copy moving at a fast pace.
Use delayed transitions instead of ellipses to make your copy more cohesive and digestible.
P.S. Learn more ways to make your copywriting fun. Check out Drool-Worthy Copy.