As a grammar nerd, this one drives me nuts. I frequently see writers use an ellipsis liberally in blogs, on social media, and in other longer methods of writing, and it seems to me that many don’t know how to use an ellipsis correctly. So, bear with me while I rant about when an ellipsis is appropriate and how improper usage will make your writing suffer.

What is an ellipsis?
It’s those three little dots (…) that you’ll see following the ends of sentences, between complete thoughts, etc. The word stems from the Greek word élleipsis, meaning omission, which informs the only two correct ways to use it, neither of which typically have any place in copywriting.

The first way…
To indicate a passage of time, as if someone who was speaking paused longer than a comma would imply. In creative writing, this is a useful tool to show time passing rather than simply say that time has passed. And sometimes that might be just right for witty or kitschy ads! But generally, copywriters don’t need to show this passage of time, as they have limited space in which to work and need to make their statements as firm and confident as possible.

The only other way…
An ellipsis can also be properly used to mark the deliberate omission of sections of text. This is almost exclusively used by journalists when quoting other sources in order to leave out unnecessary information without changing the original meaning, resulting in a more concise statement that’s easier for the reader to understand.

Where do we go wrong?
Many mistakenly believe that an ellipsis will build intrigue, leaving the reader hanging on the edge of their seats, hungrily anticipating what will happen next…but in most cases this isn’t true. Often, this sort of usage gives off a tone of uncertainty or confusion, as if the writer isn’t sure about what is being said. It’s perfectly fine to use an ellipsis in a text message or other informal forms of communication. But to use it improperly – if at all – in a more professional context will make otherwise strong language seem timid or ambiguous, which simply won’t do when writing crispy crunchy copy. Just remember: with an ellipsis, you’re either omitting a block of time or a block of text. And that’s it!

Okay, rant over.
However, we get worked up over these little details should only be a testament to our abilities. As the best little agency in Delray Beach, you can trust Sack Lunch Agency to never leave you guessing and waiting impatiently for what happens next. Our branding solutions are timely and efficient, and the final product will always be professional and correct as ordered. Don’t forget to check back for more tips and tricks from our copywriting team!