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Lack of flow in your copy

by ThomasOMalley
7 replies
I've been noticing a lot of copy put up for critique lacks flow and cohesion.

Definitely model some successful sales letters as a start.

Then put your mind to the actual flow and cohesion of your copy.

Study Joe Sugarman's books, The Adweek Copywriting Handbook, or Advertising Secrets of the Written Word (they're both the same book really). He does an excellent job of explaining the importance of copy flow and how to achieve this.

You want your copy to flow like going down a fast slide in the park.

Use seeds of curiosity (see Joe's books).

Other excellent tools include Richard Bayan's Words That Sell and some of Joe Vitale's works.
#copy #flow #lack
  • Profile picture of the author WinstonTian
    For linguistic bridges, use the bucket brigade
    and transition phrases. For a macroscopic
    flow, structure the copy according to the
    drafted ideas/arguments and rearrange them
    so the whole message is seamless and
    reframed positively.

    For emotional flow, regulate by studying
    how to write stories that take you on an
    emotional rollercoaster. Stephen King has a
    very good book on it.

    Some copy I've seen are so "random", they
    simply skip from point to point, trying to sell
    the customer.

    Hope that helps beginners? Lol

    Winston Tian
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    Cheers,
    Winston
    The Beginner's Doctor

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  • Profile picture of the author The Copy Warriors
    One VERY easy thing, that few people do, is make the sub-headlines read as sentences in the body copy.

    Like, for example:

    I was riding down the street on my bike, and then...


    ... I Got Hit By A MotherF*cking Porsche At 100 MPH!
    It makes for a much easier read, and it also makes it easier to come up with headlines, too...
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    • Profile picture of the author KingOfContentMarketing
      Originally Posted by Andy Button View Post

      One VERY easy thing, that few people do, is make the sub-headlines read as sentences in the body copy.
      I first noticed this with Gary Halbert and have seen very few people that can do it with the same effect. For example:

      What I want you to know... what I want to POUND and POUND and POUND into you is this...

      You Cannot Multiply Zeros!

      or


      I digress. Allow me to mush on. What I'm trying to tell you is, he was getting 2,500 sales from 30 freaking MILLION impressions. And that...

      Is NOT Marketing!

      and

      David just recently finished his training with me and, faster than a speeding bullet, he's already got about a dozen paying clients and many more in the pipeline. And I'll tell you what, Buckwheat...

      If I Can Teach "Memphis Slim" To
      Write World-Class Copy... Then...
      I Can Surely Teach You!




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      Marketing is not a battle of products. It is a battle of perceptions.
      - Jack Trout
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  • Profile picture of the author Anthony Gibson
    All very good advice. Wish I would have considered this stuff before I submitted my WSO haha. I think I did alright though! When it goes live i'll post the link so you guys can check it out if you want.

    Anthony
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  • Profile picture of the author Steve The Copywriter
    A few more hints.

    Start with a strong, attention seizing headline (with a prehead and subhead if it helps).

    Body copy - have a clear sales message. Make the point. And move on in sequence. Don't harp on about stuff you've already said. Ensure everything makes absolute sense.

    Be colloquial. Vary the tempo.

    Short snappy sentences. Longer sentences. Mixed into paragraphs. One line paragraphs. Never more than 5 lines.

    Use connectors. After a "logical" sentence. Make the next one "emotional."

    Have subheads every 5 - 7 paragraphs. Use groups of bullets.

    As you progress make each section shorter.

    Powerful, irresistible close.

    Read out loud.

    Edit.


    Steve


    P.S. Don't forget the P.S.
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  • Profile picture of the author Quality Copywriter
    when I was first starting off I found that the AWAI course gives a good basic
    idea on structure.

    Its very comprehensive and you can then pair it down as you move on.
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    • Profile picture of the author MontelloMarketing
      Flow... probably the one thing that separates good copy from okay copy.

      Story... important as all hell.
      Proof... important as all hell.
      Promise... important as all hell...

      But, flow is what keeps people reading or watching even when they never planned on reading or watching in the first place. It's almost automatic!

      Yeah, Sugarman is great at this.
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