Getting It Right:
Increase Your Credibility With Scientific Names

Your prospects in the health-products market fancy themselves to be experts, so it's crucial to "get it right" when using scientific names.

Let's take the alga from the AWAI copywriting course final assignment as an example: Hydrilla verticillata.

The first word in the name (the genus of the plant or animal) is ALWAYS capitalized.

The second word in the name (the species) is ALWAYS lowercase.

Both words in the name are ALWAYS italicized (which, unfortunately, we cannot do here because of our email limitations).

One final tip: Even though scientific names may be complicated, SPELL THEM CORRECTLY. Double-check the spelling every time they come up in your copy.

[Source: Chicago Manual of Style]

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »


Click to Rate:
No ratings yet
Published: December 6, 2004

Guest, Add a Comment
Please Note: Your comments will be seen by all visitors.

You are commenting as a guest. If you’re an AWAI Member, Login to myAWAI for easier commenting, email alerts, and more!

(If you don’t yet have an AWAI Member account, you can create one for free.)


This name will appear next to your comment.


Your email is required but will not be displayed.


Text only. Your comment may be trimmed if it exceeds 500 characters.

Type the Shadowed Word
Too hard to read? See a new image | Listen to the letters


Hint: The letters above appear as shadows and spell a real word. If you have trouble reading it, you can use the links to view a new image or listen to the letters being spoken.

(*all fields required)