I love cliffhangers…
especially at the end of Korean dramas.
The writers know exactly how to pick up the pace, build up on the drama, and even intensify the dialogue, so you’re sucked in, holding your breath, waiting for the next thing to happen.
And then…
the credits begin to play.
Leaving you with no choice but to watch the next episode on Netflix.
You get me on this, right?
I can’t be the only one who watched Squid Games with bated breath all because I just needed to know what happened next.
You might be wondering what my point is and how this relates to your brand voice.
Well, what if I tell you that it has lots to do with one aspect of your brand voice?
You can use a similar storytelling tactic in your copy by playing with the cadence or rhythm. Copywriting is all about building a connection, You’re trying to persuade readers to take action, which means you’ve got to keep them engaged and reading.
So whether that’s reading to learn more or hitting that buy now button, you can use your cadence to create drama, agitate pain points and establish your own unique identity through your words.
But first, let’s talk about brand voice
Your brand voice isn’t just about when to use commas and the list of your favorite phrases. It’s not even a few adjectives strung together like fun. Witty. Elevated.
Nope.
Your brand voice is the words you use, the stories you tell, the cadence of your sentences, and the emotions you want your readers to feel.
Today we’ll focus on the rhythm of your brand voice. How do you speak to your audience, especially in your copy?
Do you use sentences that are exactly the same length throughout your copy?
Do you keep your sentences short and staccato so your audience moves along quickly?
Maybe you keep things flowing with long, fluid sentences that seem to go on and on with commas separating each thought.
Or do you mix it up, pulling them in with long windy storytelling sentences that are sure to draw them like mosquitoes to a flame and then…
BAM!
You hit them with your big idea.
It’s a lot like boxing.
1-2
1-2-1-2
1-2-1-2-1
1-2-1-2-1-2-1-2-1-2
And then a left hook from nowhere.
Renee Hribar, a Million Dollar Sales Strategist to Freelancers, Agency Owners & Experts, does this beautifully in her copy.
I got the chance to analyze Renee’s brand voice a couple of weeks ago and talk to her about how she uses her language and cadence when building trust with new audiences versus when she’s coaching her students.
You can listen to a snippet of our conversation right here:
Highlights from our chat
- Renee uses the occasional long sentences to draw readers in while sharing her story.
- She follows her long sentences with hard-hitting points, so you know to pay attention
- When coaching students (like me), she uses shorter sentences to break down the concepts so you can actually apply it
- When connecting with new people on her list, her sentences tend to be longer, drawing you in so you can get to know her.
Playing around with your rhythm
As you can see, playing with your copy’s cadence is the easiest way to add life to your copy.
Why does it work?
Well, our brains LOVEEEEE surprises. After writing a few sentences with the same cadence, your reader’s brain will start to expect every other sentence to follow the same pattern.
Unless you change it up!
Want to use rhythm to add a bit of personality to your copy?
Maybe you had ChatGPT write your copy, but you’re a little bit bored with the output. Or maybe you want to make your copy work harder by leveraging your cadence to make a bigger point.
Well, here are three ways for you to adjust the dial on your rhythm and make it something
- Agitate the problem. Use long sentences to paint a clear picture of the problem your readers are facing. Build the problem in one long, windy sentence that gives your reader no time to breathe until you hit the crescendo. Then change it up. Drop the mic with one short, impactful sentence.
- Make it memorable. Use anaphoras (sayings where the phrases start with the same word), alliteration (multiple words that start with the same letter), and parallel structure (same pattern of words to show equal importance) to make something stick. Not only will using these techniques add variety to the rhythm of your writing, but you can use them to emphasize a point you want them to remember even when they leave your page.
- Keep them reading. No one likes reading perfectly structured sentences of equal length. Why? It’s boring! So why would you write your launch copy like that?
Your goal in writing copy is to convince your reader to do something – whether it’s to buy your course or sign up for your email list. Either way. Keep them reading by adding a bit of pop into your copy.
Ready to give it a try?
Your first step is understanding the cadence of your copy so you know where to adjust.
Start by reading your copy. Are your sentences consistently long or short? Or are you already varying it up? Maybe you don’t see any patterns, but you’ve highlighted the areas where you’d like to change the pace or add some drama. Give it a try.
Or, if you’re still trying to find your brand voice, let me know. I can help you find clarity in your voice so you can give your writers direction on how you want your copy to sound. Drop me a line, and we’ll set up a time to talk about it some more.
