The Pippin A-Z of Copywriting: Zip

in Top copywriting tips

There are two types of writing in the world: writing that’s a pleasure to read and writing that’s a chore. Writing that zips along and writing that makes you want to go zzzzzzz….

No matter what it is you’re writing, you want it to be a pleasure to read. Because the more enjoyable it is to read, the better the reaction you’ll get.

So how do you make your writing a pleasure to read?

Well, if you’ve been reading this A-Z guide, you already know a lot of them. Let’s recap them here – and add some extra ideas just to keep you reading…

  • Write as if you’re speaking to an individual not broadcasting to a crowd
  • Put yourself in your reader’s shoes and tell them the things they’ll want to know
  • Ask questions to keep your reader engaged with what you’re saying
  • Focus on the benefits of anything you’re selling so your reader can see why they need it.

These are all very much practical tips. There are also some style tools you can use.

Try varying the sentence length to keep things interesting. Gary Provost puts it best:

This sentence has five words. Here are five more words. Five-word sentences are fine. But several together become monotonous. Listen to what is happening. The writing is getting boring. The sound of it drones. It’s like a stuck record. The ear demands some variety. Now listen. I vary the sentence length, and I create music. Music. The writing sings. It has a pleasant rhythm, a lilt, a harmony. I use short sentences. And I use sentences of medium length. And sometimes when I am certain the reader is rested, I will engage him with a sentence of considerable length, a sentence that burns with energy and builds with all the impetus of a crescendo, the roll of the drums, the crash of the cymbals – sounds that say listen to this, it is important.

So write with a combination of short, medium, and long sentences. Create a sound that pleases the reader’s ear. Don’t just write words. Write music.

And finally, remember that if you aren’t excited by what you’re writing, why should your reader be excited about reading it? So get excited about what you’re writing – your excitement will transfer itself to the words you write.

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