Copywriters: Grammar still makes a difference.(Chasers)

Writers of b-to-b copy beware: The grammar police are on patrol. In a two-hour scan of a dozen b-to-b publications, we discovered multiple examples of dangling modifiers, misuses of collective nouns, mis-placed punctuation and other grammatical infractions.

Are we being picayune? Yes, we are, but rightfully so. The little things mean a lot. If an advertiser can't get the small matters straight in its copy, why should readers believe the advertiser on larger matters, such as claims of brand or product superiority? Neatness counted in second grade, and it still counts today-especially when you're getting paid.

Dangling modifiers muddle copy. The rule of thumb …