Copywriting and the Power of... Poetry?

Business copywriting and poetry. People will tell you the only things the two have in common are paper and ink. They’ll say there’s no place for poetry in business communication. However, the same people will always gravitate to sentences more like the second below:

I write text that is unambiguous, to the point and capable of generating action.

I write text that is clear, concise and compelling.

Why do we prefer the second sentence? No, not simply because it’s shorter - although that helps. Option two appeals because the human brain is wired to identify and appreciate rhythm and repetition and alliteration. It is also attracted to assonance, consonance and a number of other features that we’re not consciously aware of. In short, it loves poetry.

Disagree? Poetry’s not your thing? Is there anyone you know who doesn’t like music of some kind? Rock, country, pop, rap? They’re all poetry set to music.

So, when you’re looking to capture, and keep, your readers’ attention, why would you not craft text passages that utilize at least some of the elements of poetry? Maybe that extra subconscious advantage isn’t important to you. Sure it is! You want any edge you can gain over your competition.

Action Item: As you write your next draft or review one written for you, first confirm that it’s accurate, complete and grammatically correct. Those attributes are critical. But then evaluate it using a higher standard.

Does it flow? Is it rhythmic? Are there ear-pleasing repetitions of certain subtle sounds or sentence structures? In short, does it leave you with the impression that it was crafted rather than just typed? If so, your message will have a much deeper, more long-lasting impact on your audience.