Beginning with the word "AT"
I have a client insisting I use copy (that he has created) for the homepage of his website. It is below. I have replaced the name of his company with the word, "Lawyers" for anonymity.
Besides the many mistakes, every paragraph starts with the same phrase beginning with the word "At." I believe it should be rewritten. He refuses.
Is is acceptable to begin every paragraph with the same word?
At Lawyers, LLC we are the trial lawyers you need to get the results you deserve. Our focus has been, is and always will be to aggressively represent clients at all stages and levels of legal proceedings.
At Lawyers, LLC we limit our areas of practice so that we can offer unmatched levels of experience and knowledge in family law, criminal defense, construction litigation and personal injury. The result is that we make a difference in people's lives every day.
At Lawyers, LLC we take our job seriously and are proud that we are not like other law firms. We work hard to make sure our clients know and understand all of their options and we are committed to returning our clients' phone calls as promptly as possible.
At Lawyers, LLC we are here to help when you need us most. So let us know how we can help you, especially when your next move has to be the right one.
This is a matter of style and not grammar. Unlike grammar, there are no hard and fast rules of style. The purpose of the writing plays an important role is deciding what is appropriate and what is not. Formal writing, say in an academic dissertation, has different "rules" of style than does the informal writing you might see in an email. Poetry is yet another matter.
Normally, in formal writing -- books, reports, articles -- you try to vary your sentence and paragraph beginnings to keep the reader's interest. In a long passage, the reader can lose track of her place when too much repetition occurs.
But your client's website is more akin to an advertisement. In advertising, you want repetition of certain key words/phrases.
In this case, I'd say your client is right. The repetition creates the desired effect. It is not literature, but then it's not trying to be.
|link comment||edited Aug 22 '12 at 14:24 Jeff Pribyl Grammarly Fellow|
I agree with Lewis & Jeff. It is a matter of style. Basically, it is a bulleted list. You could put At Lawyers, LLC... at the top of the page, then every bullet would start with the word we. One of the most important rules of marketing is to get your customer to say (or think about) your name as often as possible.
|link comment||answered Aug 22 '12 at 18:35 Patty T Grammarly Fellow|
Hero of the day
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