Technique: Use more coherence markers
Start more sentences with “And”, "Because", "That is why", "In fact", "You see" or "Because" to make your copy easier to read than to ignore.
Because research shows that starting sentences with coherence markers like "That is why", "And, "In fact", "You see" or "Because" boosts clarity and persuasion(Kamalski, 2007).
You see, coherence markers are transition sentences or bridge words that connect two ideas. And explicitly guide the reader in interpreting your message.
Sure, coherence markers might not make your copy sound grammatically correct (*cof cof...at least by traditional academic standards*).
But they'll make your copy more conversational and easier to read than to ignore.
After all, your job when you write copy is to help your brand communicate your product's spiritual essence in a fresh, new, interesting way. In other words, your job here isn’t to win a Pulitzer prize.
Your job is to persuade people to buy something. And to persuade people to buy something, you have to use your audience's language, not acadamic or business jargon.
Now let me show a Real World example that ilustrates how using coherence markers makes copy flow.
Read these two Audi ads below. The first one uses coherence markers, the second one doesn’t:
To make your life a lil easier, I compiled a list of coherence markers used a lot by advertising copywriters. Start more sentences using them. They’ll make your copy flow⇝
- And
- And, of course,
- And speaking of
- And unlike
- As a matter of fact
- As a rule
- But first
- But we do know
- Don’t laugh
- For better or for worse
- It even has
- It’s no wonder
- It’s no secret why
- In short
- In other words
- If you don’t believe
- Look again
- Now, consider that
- Now just because
- Now if
- Now if those
- Of course, if
- On the contrary
- So
- So if you want to see
- That way
- The truth is
- The result is
- The good news
- Then there’s
- This is how
- This is the difference
- To begin with
- What this means is
- Which means
- Which leads us to
- Which may be why
- What’s more
- You’ll notice
