"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. Its like a stuck record. The ear demands some variety.This is a beautiful example of how to write with a more artistic, musical flair. It makes you want to continue reading, doesn't it?
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."
Copywriters can do the same thing with their marketing copy as authors like Gary do with their books. This will make your copy appear more professional which will, in turn, present you as more of an industry expert in your field. Advertising and marketing ... it's all about perception. And that perception can be altered in all kinds of subtle ways.
Does anyone else have any advice to add on how to make one's copy a little more artistic?