As someone who spends a lot of time working with words, I found the following bit of wisdom helpful, especially as I have trained others when they are writing commercials and ads. This is from MarketingProfs.com:
How Well Does Your Copy Flow?
"If you've worked on a project for several days and rewritten pages countless times," she notes, "it's easy to overlook something as intangible as the smoothness of the copy." To ensure your final product flows smoothly, Robbins recommends setting up a proofreading system that includes steps like these: Print a draft of your copy and read it out loud. It might feel silly, but you're more likely to catch awkward phrasing or clunky transitions than if you read silently from a computer screen. Ask someone to read your copy while you listen. "If there are areas where the reader unnaturally pauses or gets stuck and backs up to reread a section," says Robbins, "you need to go back to work on it." Take a break. Put your draft on the shelf for a few days and focus on something else. And don't do mental rewrites. Stepping back will give you a fresh, more objective perspective. The Po!nt: Says Robbins, "It is your job to create automatic systems to ensure your copy is easy to read and understand." Source: An unpublished article by Kelly Robbins.
When writing copy for a brochure, press release or advertisement, you spend lots of time choosing the right words to convey your message. But Kelly Robbins of The Copywriting Institute says it's just as important to focus on how well you put those words together.
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