Theory has its place, but an example often makes learning something much easier. In many areas, an example of a mistake or poor quality is an even more effective teacher than examples of the correct technique so here is such an example to learn from…
Whilst looking at a major Australian website last month, I
can across today's example which is grammatically wrong
and doesn't make sense at first read. This sentence follows a
heading about the fact they advertise.
With more than 2 million members advertising is one of the
most cost effective way to do so.
Let's start with the grammar issues. 'One of' implies there
is a choice so there must be more than one thing to choose from,
thus it is incorrect to write 'one of the way'.
They have two million members advertising? Ah, as you read
further it becomes clearer they meant they have two million
members and advertising is effective for the organisation. A
simple comma between members and advertising would make this
sentence much easier to read and understand - as soon as I had
to reread it, the sentence become ineffective.
There is also a style issue that we generally write single
digit numerals out in words, but their style guide may differ
from general practice.
As for meaning, what is advertising a cost effective way of?
By going back to the heading, I could figure out the answer but
why should I have to search for meaning? The reality is people
skim read so it's best not to assume they will read a heading
and first paragraph in sequence.
With more than two million member, advertising is one of the
most cost effective ways of connecting with our members.*
* Note I have corrected this example for grammar and
writing components, not for any meaning or accuracy of