The rhythm of text
Many people use the word "sense of language" when referring to copywriting. It may sound a bit metaphysical, but copywriting with good language sense is often more readable and easier to remember.
The root of the sense of language lies in the rhythm and rhythm of language itself. This is why we call those words with impeccable rhythm and rhyme "poems", and words with such characteristics are usually more suitable to be sung, so we also call them "poems".
In the field of business copywriting, rhythmic copywriting will make users more willing to read. We need to make the copy short, sharp and to the point like a bayonet, rather than slimy and annoying like a fish with its spine removed.
Writer Acheng's articles contain many concise short sentences and strong writing style. He once mentioned a trick to make words rhythmic, which is to use punctuation marks skillfully:
Punctuation marks in my writing are for rhythm, not grammar. When I put " "He stood up, walked over, and said" was changed to "He stood up, walked over, and said," and the rhythm emerged.
Chinese language is based on four-quarter time, so our idioms are all four-character idioms. If I break down four words or four words into three words, one word, and then four words, the words themselves, not the content itself, will have meaning and beauty, or it will stimulate our sense of beauty. .
The same goes for enlarging sentences to articles. An article full of long sentences will be difficult to read, but when long and short sentences alternate and there are mostly short sentences, the article will easily show a sense of rhythm.
For example, Xiao Hong wrote in the opening chapter of "The Biography of Hulan River":
When the harsh winter sealed the earth, the earth was full of cracks. From south to north, from east to west, they are several feet long, one foot long, and several feet long. They have no direction and appear anytime and anywhere. As soon as the severe winter comes, the earth will crack open.
Use short and neat sentences to outline the coldness of the Northland.
In "The King of Trees", Acheng describes a man "Xiao Lida" who ended his life in depression because a big tree was cut down. The end of the novel is as follows:
Xiao Goda's bones are still buried in the original burial place. Gradually a patch of grass grew in this place with white flowers. Some knowledgeable people say: This herb is medicine, and it can very well heal wounds. When everyone is working on the mountain, they often stop and look around, and they can see the huge tree stump, which is like the scar left after a person falls; you can also see the white flowers, which are like the limbs being chopped, exposing the white bones. .
It is this kind of writing. Long sentences are not bloated, short sentences are crisp and clear, and the reading is rhythmic and meaningful.
*Answer source link: /p/140926351
The above is "What basic personal qualities do excellent copywriters need to possess?" 》All contents, thank you for reading, I hope it will be helpful to you!