You can have all the right words. And they can be laid out in the best possible way. But just because the words are correct and the copy looks great, doesn’t mean it flows properly and funnels readers toward conversion.
Flow is an important, but often overlooked, part of effective sales copywriting. Great flow creates a conversational feel, and it transitions logically from one point to the next.
Want to make sure your copy has proper flow? Here are 6 tips for making it happen.
- Write the way you talk—Why is it that when people start writing they immediately change their voice, getting all formal and rigid? They completely strip away their personality and go into term paper, corporate communications writing style. It’s boring, and readers don’t get engaged by it. Just be yourself. Write the way you talk so your copy will flow like a real dialogue.
- Read it aloud—There really is a big difference between reading the copy silently on your computer screen and printing it out to read aloud. When you read aloud, you get a true feel for the flow of your copy. You can easily identify clunky passages and awkward transitions.
- Have your friends read it aloud—Of course, as the writer of the copy, you may be able to read it more smoothly than a new reader. To see how customers will be reading the copy, try asking a few of your friends to read the copy aloud. They will have a fresh approach, so pay attention to any parts of your copy they struggle with as those could be troublesome spots that demand extra attention.
- Let your copy breathe for 24 hours—Here’s a trick I’ve picked up over the years. After you write your copy, step away from it for a day. This break allows you to come back to the copy with a totally fresh approach, and you’ll probably find that you see new things you didn’t notice before.
- Proof for different things—It’s hard to try to tackle everything all at once. Try going through your copy a few different times. One time, you could read through it for grammatical mistakes. Another time, you can go through to make sure there aren’t any poor transitions or illogical progressions.
- Read it slower—Be tedious. Go through your copy slowly and meticulously. Force yourself to read it at a slower pace so you can catch every little detail to make sure it flows properly.
What are some of your tricks for making your copy flow better?