Sometimes copywriting is so ass simple that it makes me want to use my degree for roach paper. It only really boils down to two things – getting people to read your stuff and getting people to act on your stuff.
Writing in rhythms helps to produce easy-to-read copy so your audience actually gets to the end of the sentence without wondering into their subconscious wearing an adult diaper.
For today, getting people to act on your words is your own damn problem.
Where to find rhythms in writing
Music features repetitive bits and developing bits. Repetitions help you understand the structure of the piece and what’s coming next while the developing bits help you follow the building idea.
Copywriting is the same. It’s about manipulating the reader by introducing a familiar environment (the rhythms of speech) while guiding them into a new territory that allows you to have your wicked way.
Here’s how you do it
Trying to write with rhythm and meter would be like having a hangover because you drank too many poems. Instead, tune into the number of syllables you’re abusing. Before you stuff a sentence with fat words that make your idea completely indigestible, think about interspersing with a few light palate cleansers.
Every sexy flautist knows to pause for breath during a monster concerto, remember to give your darling audience the same opportunity to get out of your copy alive. In the same way that you’re already the master of mixing your word length, mix up your sentences. Me say mix dem riddims den you haffe fit an every ting criss. As the Jamaicans would say.
Manipulate pace. Subtle but worth having a stab at as it’s a great way to create a sense of urgency. Buy this thing, it’s the last one left. Everyone wants one. Almost gone. Sold!
