Every copywriter knows the feeling … You spend hours creating a written masterpiece for your client… You work your tail off making sure it has all the important ingredients to persuade, trigger and cause their readers to respond … You succeed and your client is delighted. You hand it off, and everyone is happy… and then …. It happens!

The unthinkable!

You take a peek at your client’s website and notice that they disrupted the flow of the content by adding photos, charts and graphs between paragraphs.
They’ve broken up paragraphs, changed locations of the bullet list, and rearranged paragraphs.

They turned your masterpiece into a chopped up, garbled piece of content that no longer works!

Copywriting is all about strategy, and that strategy requires a specific flow. Without a strategic flow, your message won’t create results.

Skillfully crafting a piece of copy requires you to take control of the reader’s thoughts, emotions and experience. You must be in control as you lead them step-by-step down a path that causes them to respond as you desire. You should avoid adding any sort of distractions or misplaced content that could lose them.

Persuasive copy must start by grabbing the reader’s attention, and then swiftly move to connect with them emotionally. Establishing an emotional connection with a reader is not easy, and even when you succeed …it remains in a very fragile state. Once you have the reader emotionally connected, you must hold them connected while continuing your message – one false move and they will move out of “emotional state” back to logic and you have missed your opportunity.

Whether you’re a copywriter or someone who has had someone create content for you …
Know that you must GO WITH THE FLOW!