GO WITH THE FLOW
If you’re aiming for maximum readability in your corporate literature (and this should be a priority), it needs to flow well. A good flow will come partly with experience. Some people have a natural ‘feel’ for it; others struggle to achieve it.
One exercise that can help to improve your flow is to write down all of your key ideas before you start. Do they follow a clear, logical sequence? If not, try putting them in a better order so that there is a smooth progression from one idea to the next.
The missing link
Grammar also plays a part in ensuring a good flow. Don’t forget that the main function of paragraphs is to indicate a change in direction or to indicate a new chain of thought. However, a good writer will (wherever possible) put a link into the last sentence of a paragraph or the first sentence of the next one. In other words, they will use a thought that follows on naturally from the previous point but links to the next one.
In longer articles, the flow can be enhanced by sub-headings. This may seem strange, as sub-headings break up the text. But they can be used effectively in a similar way to a paragraph but to emphasise a more significant change in direction.
So, keep writing – and let it flow!
Phil
Freelance copywriter
Web: http://www.phila
Email: info@phila.co.uk
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