This is one of those things that, I think, not too many people really notice until it’s pointed out (and once it is, you can’t un-notice it). There is no doubt that there is a rhythm and a cadence to the written word. If you’ve ever read a book or article aloud and tried to make it sound as natural as possible, you know what I mean.
I think we all know the opposite, too. We all sat in class with the one kid who hated reading aloud and would just deadpan the whole thing – no inflection, no emphasis, not even a differentiation between questions, statements, exclamations, etc.
Here’s the thing: Bad copy reads like that unmotivated kid. It’s bland, boring, and unmemorable. This is why, if you want to keep your audience’s attention, you have to write in a way that lets them hear the words as if they are being spoken.
Today, I want to give you a few ideas of things that I look for when reviewing my writers’ work. Hopefully, the advice I give you today will either help you write better copy or motivate you to select a custom writing service that really knows its stuff (with absolutely no bias toward any one company in particular, of course).
#1 – Know When to Call in the Grammar Police…
…and when to let certain grammatical issues go.
The degree of liberty you take with grammar has directly to do with the type of piece you’re writing and who will be reading it. The simple fact of the matter is that, when we speak, we apply different rules to what we say than we do to what we write.
I personally tend to shy away from certain words in my writing, even if the piece is supposed to be conversational (like this blog). I loathe using the phrase “a lot,” for example. It’s not that I never use it, but I would have to be writing to a very particular audience if I do. If I know I’ll reach a certain demo more easily with an “a lot” than I will with “a good bit,” sure, I’ll use it, but even then, I use it sparingly.
#2 – Know When to “Fly Casual”
The same principle that governs giving your copy the occasional grammatical hall pass holds true for contractions (and even the occasional instance of slang). One of my early mentors had me convinced for a long time that you should never use contractions if the sentence is as well served with “that is” as with “that’s…” Here’s the thing, though: It sometimes isn’t.
If you’re keeping count, I used two in that last sentence alone. Why? Because we’re having a conversation and that sentence would have sounded clunky had it been written like this: “Here is the thing, though: Sometimes it is not.” In the context of this blog post, using a more formal approach shifts the attention off the message and onto the words.
You want all your words to tell one cohesive story. What you don’t want is for those words to take on their own story arc. That’s why cadence and rhythm are so important: They allow the words to all work together, like actors in a play or dancers in a chorus line. Remember Left Shark? That’s what your copy feels like when you force it into a tuxedo but a T-shirt would suffice.
#3 – Let Your Ideas Flow Naturally
Be wary of long sentences and paragraphs. Giving your reader the occasional stop point contributes to the heartbeat of the message. Moreover, look at each piece as a whole, and try to zero in on sentences that try to get too much done all at once. It’s not an easy task; I’ve gone back and fixed about six sentences so far in this piece to align with this idea.
Let your reader digest your thoughts one at a time. Stay on point and separate paragraphs by single points or ideas. In the real world, you can relate further comments on the same subject within a single paragraph. In this world of short attention spans, paginated blogs and web articles, and the increasing need to deliver content in small, digestible chunks, it’s a different story.
From a marketing standpoint, you want all your individual ideas to stand out. You never know what word or phrase is going to catch the eye of a potential lead and turn them into a follower or customer. You are far better off isolating your thoughts into smaller, more visible chunks. That’s all I’ll say about formatting here. I’ve done scores of previous posts on that subject.
#4 – Read Your Writing Aloud
Going back to one of my earlier comments, the best way to tell how well your copy reads is to read it aloud. If it sounds clunky, fix it (or hire someone to do it for you). If you are already working with a writer, he or she should know what your expectations are and be able to deliver. If not, it’s time to find a new one.
If you read back your copy and can tell yourself with honesty, “This is what I would say to a customer if we were just having a conversation,” congratulations! Odds are good that you have achieved a rhythm and cadence to the copy that will be easily readable and relatable.
Final Thoughts
Remember that sometimes you come across the best when you are willing to let your guard down a bit. Don’t be so obsessed with grammar and sentence structure that you wind up alienating people by sounding too stiff or pedantic in your writing. Your customers and clients expect you to meet them on their level, so write to them, not at them. That’s rule number 1 of marketing and advertising.
Don’t be afraid to critique your own writing. Listen to how it comes across and follow your instincts if you think changes might be necessary. Lastly, seek help with the process if you feel like you might not be the best judge of quality. Your readers (and your bottom line) will thank you.