When it comes to copywriting, many people will use the word "sense of language". This sounds metaphysical, but a good sense of language is often more readable and easier to remember.

The root of language sense lies in the rhythm and prosody of language itself. This is why we call those words with impeccable rhythm and rhythm "poems", and words with this characteristic are usually more suitable to be sung, so we call them "poems" again.

In the category of commercial copywriting, rhythmic copywriting will make users more willing to read. We should make the copy as short and sharp as a bayonet and hit the nail on the head, instead of being sticky and stuffy like a fish with its spine removed.

Writer Acheng's articles are all precise short sentences with strong brushwork. He once mentioned a trick to make words full of rhythm, which is to use punctuation skillfully:

Punctuation in my writing is the function of rhythm, not grammar. When I changed "he stood up and walked over and said" to "he stood up and walked over and said", the rhythm appeared.

China's language is based on the quarter beat, so our idioms are all four-character. If I break four words and four words into three words, and one word into four words, the words themselves, rather than the content itself, have meaning and aesthetic feeling, or stimulate our aesthetic feeling.

The same is true of enlarging sentences into articles. An article full of long sentences will make people struggle to read, and when long and short sentences alternate and there are many short sentences, the article will easily show a sense of rhythm.

For example, Xiao Hong wrote at the beginning of Hulan River Biography:

Yandong blocked the earth and cracked the ground. From south to north, from east to west, a few feet long, a foot long, a few feet long, they have no direction, anytime and anywhere, as long as winter comes, the earth will crack.

Outline the cold in the north with short and neat sentences.

In "The King of Trees", Acheng describes a man who ended his life unhappy because a big tree was cut down. At the end of the novel, he wrote:

Little Gea's bone length is still buried in the original burial place. A meadow and white flowers are gradually growing in this place. Someone who knows said: this grass is medicine and has a great healing effect on knife wounds. When people are working on the mountain, they often stop to look, and they can see the huge stump, just like the scar left by people falling down below; You can also see white flowers, like limbs cut off, revealing white bones.

This is the way to write, long sentences are not bloated, short sentences are crisp and neat, and they are rhythmic and meaningful to read.

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