I recently got a pretty good question from a client. After seeing some copy I’d drafted which had a few sentences beginning with conjunctions, he wondered: aren’t you supposed to avoid that? (After all, he’d had English 101 and remembered at least that much.)
So how did I answer? Was this professional malpractice on my part?
I don’t think so. Here’s why:
Winston Churchill was once chided by a woman for ending a sentence with a preposition. He thundered at her, in mock agreement, “Madam, ending a sentence with a preposition is something up with which I shall never put!”
Love that guy.
Like Churchill demonstrating the absurdity of adhering to certain arbitrary rules no matter how much they mangle your syntax, this one works the same way. In general one should avoid beginning sentences with “And,” “But” and “Or” — or any other similar conjunction. If you are consistently beginning sentences with conjunctions, that should be a clue that you can restructure your copy to be clearer, more concise and more powerful.
That said, there are undeniable times when it’s the right choice to drop one of those in there. While “proper English” is an exact science, copywriting is more of an art, and a good copywriter knows when to bend or break the rules for the sake of flow, rhythm, or grabbing attention.
For instance, Strunk and White tell me not to use sentence fragments. But sometimes? That’s exactly what you need.