As I was writing this post, I felt like I was being watched. But not by my dogs.
I lined my fingers up in the ASDF JKL; position on my PC keyboard. (Because I think I can still type like I’m in middle school computer class.)
I formulated my thoughts into one coherent message. (No math involved. Thank goodness.)
I typed 4 words in the ASDF JKL; position, gave up, and went back to my hunt & peck method of typing. (Like I’m a chicken scratching at the ground for seed.)
As I began typing the 5th word, I heard a rustling sound outside my window. But I ignored it. And went back to tapping on the keyboard like Edgar Allen Poe’s The Raven tapping at his door.
I typed 3 more words and contemplated switching to the Voice To Text function on my phone (It’d be Road Runner fast.)…
When I heard the rustling sound again. This time, it was closer to my window. And, as a result, my mind shifted focus from copywriting tips to supernatural creatures (This is why I should wear headphones when I’m writing, so I can’t hear strange noises.):
Could it be the chupacabra with its sharp fangs and beady red eyes waiting to drain all my blood?
Could it be the windigo with its emaciated human-like body and glowing yellow eyes waiting to cannibalize my flesh?
Could it be the banshee with its flowing red hair and deep black eye sockets waiting to shriek at me until I die?
If I don’t acknowledge the rustling sound, it can’t hurt me, right?
Wrong. I couldn’t ignore it anymore.
I rolled away from my computer and worked up the nerve to look out my window. Surely, I was about to be killed.
I slowly raised my head above the window ledge, just enough to see what was outside. And totally expecting to see eyes peering back at me.
Guess what it was.
A small, ebony-colored raven. Probably newly hacked this spring.
The little winged creature cawed at me with a deep, throaty rattle as it walked around my yard. No doubt looking for food.
I chuckled to myself and thought, “Not today, Satan.”
Know when your readers think, “Not today, Satan.”?
When they move from sentence to sentence and can’t connect your ideas.
You need coherence markers in your copy. Words and phrases like but, therefore, so, as a result, that is why, consequently.
They describe a previously referenced object, so you convey a causal connection from sentence to sentence. Like I did above:
“When I heard the rustling sound again. This time, it was closer to my window. And, as a result, my mind shifted focus from copywriting tips to supernatural creatures (This is why I should wear headphones when I’m writing, so I can’t hear strange noises.)”
Try this copywriting tip the next time you reference an object from sentence to sentence. It will boost clarity and persuasion in your copy.