Most of my writing is not meant to be read aloud.
But I do.
I call it: aural editing.
Hearing my writing helps me check rhythm, flow, and if the reader will accept the words as part of a conversation they're having with the brand.
Rhythm reduces friction for your readers.
It lowers their
effort in consuming your words and accepting your message.
It can mean the
difference between your target audience continuing to read or getting tripped
up (or worse, bored) to a full stop.
Writing content and copy with good rhythm and flow starts
with the nuts and bolts, such as:
- sentence length
- word syllables
- punctuation placement
Gary Provost famously wrote:
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 a 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.
So, consider reading your content and copy out loud.
Or have
someone else read it it, preferably cold (their first read of the material).
Listen for the rhythm.
Or lack of it. Identify tripping points.
Write this on a note and stick it where you'll see it:
Aural Editing Makes It Better
PS If you want to check out masters of rhythm in writing, read Shel Silverstein, Jack Kerouac, Truman Capote, Ernest Hemingway, or Dr. Suess.PPS In my opinion, current copywriters who deftly apply rhythm when writing copy include Andrew Joliffe, Cole Schafer, Henneke Duistermaat, Eddie Shleyner, and George Tannenbaum.
